Best Practice Guide for a Sales Lead Generation Campaign

In order for any sales lead generation campaign to be effective in delivering the desired results, our experience has shown that it is essential to get the basics right and the best way to achieve this to apply a structured and disciplined approach. At Broadley Speaking, we have developed and apply the following approach to our lead generation campaigns:

1. List Building:

1.1. Prepare a profile of target companies:

• Geographic Selectors
• Industry Sectors
• Organisation Type
• Size Criteria (No Of Employees Or Turnover)
• Activity Profile
• Product Usage Profile

1.2. Prepare a profile of the typical decision makers:

• Job Titles
• Job Functions

1.3. Define any other qualifying information that may be required before making contact.

1.4. Define what can be identified from the receptionist against what can be identified from a specific department/function.

2. Detail the benefits of your product or service provides:

2.1. Define the issues creating a need for your product or service:

• Identify the pain – what are the problems & issues that create a possible need for your products or services.

2.2. Define your understanding of the reasons why these issues arise.

2.3. Outline the benefits your products / services can deliver in addressing these issues.

• Refer to tangible business benefits delivered to other customers.
• Have a list ready of other customers from a similar industry / sector who have benefited from your products / services.

3. Develop your Contact Plan:

Outline the method and timing plan for contact:

As an example a contact plan for a complex solution targeting senior decision makers could look like this:

• Telephone Contact Attempt 1 – qualify the lead
• Initial follow-up letter
• Telephone Contact Attempt 2 – develop the lead
• Email - details collected during 2nd call
• Telephone Contact Attempt 3 – arrange the appointment

4. Define Other Key Qualifying Information:

• Information that will exclude or include the Company as potential prospect, such as:

 A minimum volume that would justify use
 Purchasing restricted to a preferred supplier list or formal tender process.

• Information that identifies whether there is an active need now or sometime in the future, such as:

 Recognition of a problem
 Timeframe defined
 Existence of a project / project plan
 Resources in-place – including budgets.

5. Develop an outline brief for the call:

• Prepare a brief introduction.
• Include the key benefits of your product or service – as defined in point 2 above.
• Always verify that you are talking to the correct contact
• Ask for referrals if not
• Obtain/verify other qualifying information
• Include the list of well known customers – as defined in point 2 above:

6. Identify FAQ’s And Responses:

Such as:

 I already have that product or service in-place – why should I change?
 Why should we work with your company?
 What are the key benefits of your products / services?
 What experience do you have of working in my industry?

7. Identify a method for classifying leads for reporting purposes, such as:

Hot Leads

 A definite need confirmed
 Plan to select supplier in the next 3 months
 A budget has been allocated
 Wants a Rep to call now.

Very Warm leads

 A definite need Confirmed
 Plan to select supplier in the next 3-6 months
 Wants a Rep to call now.

Warm leads

 A definite need identified
 Send information
 Call after send information

Cool leads

 A possible need
 No immediate plans
 Would like information only – refer to website?

Cold leads

 Matches prospect profile
 No immediate plans
 No interest at this time

No Further Action

 Does not match prospect profile
 Qualify out
 Do not re-contact

8. Implement, test and refine:

Once you have completed the steps above you should now be ready to pilot your campaign. Use the initial implementation of the campaign to test and refine all the key elements of the campaign based upon 'live' feedback and information.