How to Generate Sales-Ready Business-to-Business Leads

Every small business needs to generate sales-ready leads to survive. Sales people are incredibly adept at coming up with excuses for why prospecting has slackened. Take their excuses out of the loop, and close it with automation.

Difficulty: Moderately Challenging

Instructions

1. 
    
   Know your customers and prospects

   Segment your market. Existing customers, those who have said 'no', 'not yet/wait', or people who haven't yet even heard of you each deserve & require a specific strategic approach if you're to make the right impression and eventually win their business. Treat them accordingly, and don't assume any longer that a cookie cutter approach will work.

2. 
    
   Plan it out - failure is not an option

   Write out your strategy for each. Email, US post office, phone calls, face-to-face meetings. Each has a different feel and flavor, so determine the collateral you need, write scripts for the phone calls, and train your people to use them. The key here - make sure the training has long legs, and keep training over and over and over...

3. 
    
   Automation is crucial

   Automate. Find a software program that will allow you to automate this system. It's called closed-loop marketing, and unless you really like working with 3x5 index cards and a giant file box with old-school ticklers, this software program is worth its weight in gold.

4. 
    
   Don't go it alone!

   Get help! Consultants are your best bet for filling in gaps as you go through this process. Find a subject matter expert in closed-loop marketing (see below for contact information for one).

Tips & Warnings

• Sales-ready leads and new revenue are the life blood of small businesses
• Automation will save time, money and headaches
• Attract stronger sales people - you're generating leads for them!
• Get help from folks who have done this before
• Marketing and sales experts are both needed to make this work