Lead Generation is a topic most businesses are familiar with. Tools on the Internet can greatly enhance a business’ ability to bring in pre-qualified prospects.
Every business needs a Lead Generation System, but the essential habit businesses should nurture is to be able to use that system in conjunction with other strategies and systems. It’s not a standalone – it should be part of the overall strategy.
Many businesses confuse an actual Lead Generation System when, in fact, what they really have is simply a way to collect names and emails, and they are confused when this data does not produce significant results or improvement in sales.
If a Lead Generation System is producing traffic but not sales, it may not have anything to do with the actual Lead Generation System. It simply may be more a byproduct of processes that feed into it and off of it – and this can cause the entire system to fail.
An effective Lead Generation System will do several things:
- Pre-qualify your prospects
- Cultivate a relationship
- Obtain relevant data
- Result in ongoing engagement
With these end goals in mind, take a look at your Lead Generation System, or rather, the processes that feed into and off of it, and how they accomplish those goals. Do you have a method in place to assess incoming prospects? After initial contact is acquired, what is the next step? Do you have a strategy in place to foster ongoing relationship with these contacts?
These are things to think of that will help you determine how effective your Lead Generation System is and how you can improve it if it’s not producing the results you want.