News / The Importance of Lead Generation

It’s not an easy time for any business right now. The economy remains uncertain with Brexit talks seemingly taking forever. There have been signs of recovery since the post referendum low, but this slight improvement is met with pessimism about how long it’s likely to last. An economic slowdown never helps, but regardless of the wider economy, companies sometimes also face the problem of sales people simply running out of steam. Finding the right people to talk to, i.e. generating leads, is as important to sales, as actually selling to those people.

How do you generate leads?

In years gone by leads would be generated through cold calling either in person or by phone, often using bought lists of potential prospects. However, this wasn’t always the most effective method because the volume of leads was always prohibited by the amount of time you could physically spend getting around everyone on the list. And then of course, many of them wouldn’t be leads at all and would show no interest in what you’re selling.

Pull Not Push

Things have changed massively today with the internet and social media making prospects much more accessible, but of course, the holy grail of lead generation is for the leads to come to you. For people to actively get in touch with you to register interest in your product or service. In the marketing world, they call it ‘inbound marketing’. Part of this is generating interest via social media and website platforms to encourage people to find out more about your business. And then it’s about getting them to act on their interest.

There are several ways of getting visitors to engage and register their interest. A good example in the window, door and glazing industries are product designer tools, such as door or window designers. They encourage consumers and trade customers alike to interact with the site and follow through a series of steps to create their ideal combination of style, colour, glazing and hardware. Other examples though include feedback or enquiry forms or having a call to action in strategic positions throughout the site. Sometimes it’s the simple things that are most effective!

The Lead Generation Engine  

Hopefully once all these elements are in place and the leads are coming in, you can hand them over to your sales team to follow up and convert into sales. But don’t walk away from your lead generation engine here, review it on a regular basis to make sure it continues to work for you. Analyse the results consistently to ensure it’s doing what it should be doing and to identify any areas it could be improved. How many leads is it generating for you and could it be doing better?

We’ve had huge success with our online lead generation tools, so if you need some help in developing a tailored lead generation process that fits your business, don’t hesitate to get in touch with us today.