Everybody Wants Free Sales Leads!
by Basil F.
Have you ever noticed how companies and business put such a premium on sales leads? (Actually, I think you have because I read something to that effect in another article of yours!) It's like people think that sales leads are the magic bullet that will answer all of their problems without them having to do the work! Unfortunately, what most people don't understand is that there really is no free lunch and that it is very hard to simply pay and get high quality leads that are plentiful and targeted towards your business.
If you are selling a complex product or service then you need to take your customers through a process of qualification in order to make sure that you are the right fit for each other. Do you expect your lead generation company to do all that work? Who is going to train them and make sure they are asking the right questions? Also, don't you think that you are going to lose out on a valuable opportunity to get to know and build a relationship with your customer during the initial conversations? On the other hand, if you are selling a commodity and have 1000s of other competitors, it is not worth your time to pay someone else to come up with leads for you.
It is a tough nut to crack, that's for sure. I am not saying that there is no merit in having a lead generation team set up that does this work for you, but it has to be managed properly and there is only so much work lead generation folks can do. You will still have to do the "heavy lifting" of the sale if you are worth your salt.