B2B Lead Generation Companies: Why Do Lead Generation Programs Fail?

Failed lead generation programs can so often spell the doom for B2B lead generation companies. If all the components of a lead generation program are not working well in cohesion, B2B lead generation companies are in big trouble. If you are not generating any leads at all, if you are dishing out leads of suspect quality, if you are producing quality leads at just a trickle; you need a serious review of your lead generation program. Why do these programs fail? What do you need to do differently to taste greater success?

Wrong presentation:

The sales reps play a vital role in making a lead generation program successful. If they are not born sales people or are not trained well, their style, professionalism, procedures, attitude and tone of their conversation can leave a lot to be desired. B2B lead generation companies have to ensure that their reps are not sounding too robotic, over enthusiastic, staged or animated, dull or sleepy. Remember that a perfectly natural sound is the key to your success.

Faulty contact lists:

Cold calling is the foundation of any lead generation program, if your contact lists do not contain the correct or relevant information, you are never going to succeed. You must ensure that the names there are the ones you actually need to deal with and that the contact information is correctly entered. Faulty lists make you lose precious time and cause a lot of frustration.

Lack of a perfect script:

A sales rep cannot go extempore or improvise too much. You need to have a brilliant script in order to impress the prospects and continue to hold their attention. You have to summarize everything in the script- their pain points and how you can help them with your solutions.

The job of B2B lead generation companies is never easy, but right strategies and proper implementation can help them generate leads of good quality. Once the lead generation program is up and running, rest of the road automatically becomes smooth and easy.

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B2B Lead Generation In India: Developing An Effective Referral Program

An effective referral program can help boost B2B lead generation in India by creating better opportunities. Referrals usually have a shorter sales cycle with their built-in trust component, they can help enhance both the quantity and quality of B2B lead generation in India immensely as prospects are more receptive and agree more easily to an appointment. However, many sales experts believe that developing and maintaining a lead generation referral program is a costly affair, some even suggest that it’s not worth investing your time, effort and money in such programs and the traditional methods are still best suited for the purpose. This is not necessarily true if you know the fundamentals well and can create your referral program based on certain principles. So what are these principles that can help you develop an effective referral program and boost B2B lead generation in India? 

Customer satisfaction:

The basic principle of any business is: you remain in the business till your customer is satisfied and happy. Keep your customers happy and they will refer you to their friends, industry peers and colleagues even without a formal request from your side. 

Incentive plans:

Plan incentives for those who refer you to their associates, friends and acquaintances. Their time is valuable and you should make an effort to compensate for the time they have taken from their busy schedules to forward your cause. This incentive may be in the form of a cash reward or a discount, or perhaps your services or useful information.

Make it convenient for them:

These decision makers have tight schedules, you just can’t call them at any time of the day and ask them for referrals. Try to make it convenient for them, add a tag line in your email or a prominent button on your website. Request for a referral when you are having an informal chat during leisure hours. Express your gratitude after you get a referral, they have invested their precious time in giving you a new business opportunity.

An effective referral program is a very strong tool for enhancing B2B lead generation in India. However, it doesn’t mean that the sales people don’t have to do the basic hard work, they still have to do the research, prepare effective scripts, build relationships and take a sales lead to its logical conclusion. 

 

 

 

B2B Lead Generation Services: Watch Out Your Pace

Closing deals is the ultimate goal of the B2B lead generation services, who wouldn’t celebrate a deal that is closed after all the effort that was put in. However, B2B lead generation services should be on their guard and not celebrate deals that are closed too soon, the celebrations could well be premature.

Every sale takes a certain effort and time and if a sale is closing too quickly, one should be a little cautious- after all, building a structure without a proper foundation can be counter productive in the final analysis. B2B lead generation services should weigh the pros and cons of a deal that closed just too quickly.

There is no doubt that there are some extraordinary circumstances that could help you close the deal faster than usual. Perhaps the buyer was desperate for your product or services, or perhaps your team understood their needs perfectly and presented the case exceptionally well. However, one reason could be that the buyer actually has no intention of paying for your product or services. They may avail your services but keep putting off the payment indefinitely. This client may pursue more than clients usually do, so that should ring the alarm bells.

Another reason your B2B lead generation services could close a deal just too quickly can be that there is a communication gap between your team and the client and they are expecting to get something other than what you are going to deliver. This cycle moves too fast as the client is fixated on a particular feature or benefit and doesn’t try to clarify the whole deal. Go out of your way and make the things clear before you close the deal, otherwise both of you will lose a great deal in the bargain.

Closing a deal is a nice feeling but B2B lead generation services have to be cautious about the leads that move at a faster than usual pace, there could be something very wrong with the lead. Being on your guard can save you a lot of money and embarrassment.