Lead Generation Companies – Cost Isn’t The Only Thing They Need To Be Efficient With

May 17, 2012 by  Filed under: Marketing 

Cost-efficiency is a often something plenty of lead generation firms boast about. Who can blame them? It’s not exactly the last thing B2B companies like yours would require. It doesn’t matter if costs aren’t really the biggest reasons why. Even if they could invest in the process itself, plenty of companies would prefer to spend that money investing in things that are closer to what they want to serve or produce for their market.

What you need to be careful about though is that cost-efficiency may not mean that a company is as efficient as the word implies. A low cost doesn’t necessarily guarantee that they’re doing the whole thing right. You need to set a criteria. And if there’s one thing companies overlook because they’re too caught up on costs, it’s criteria for time management.

An ideal lead generation company may give you the qualified leads that result in really successful sales. However, you need to make sure that this process is done without any wasted time both on your part, their part, and more importantly, on the part of your potential clients.

Having a certain set of methods doesn’t even matter as much as the amount of time they spend using them. For example, if you’re using banner ads, decision makers won’t take interest if they’re too flashy and demand too much of their time to interact with. Something like that only works for consumers who spend a lot of time surfing the internet when they’re bored.

It’s the same with a website. If your lead generator sets up a website, the content shouldn’t take too much of their time to read. If they want more information, make it so that the site uses that desire to really push a prospect further towards qualification. For email, it’s the same. Your subject lines shouldn’t sound too much like spam. That’s a lot harder than it looks but a really efficient lead generation group can accomplish this. The contents of the email also shouldn’t bore the prospect. It should be brief and provoking enough that they’d like to know more.

Some say outsourced telemarketing is less prone to these time-wasting mistakes. That’s only because the standards of quality B2B telemarketing is based on using the really short window of the phone call as efficiently as possible. Any telemarketing firm that doesn’t adhere to these standards is likely to not last long in the industry. The call must be objective. It must not bombard the prospect with too much information than what is being asked.

Ultimately, it all boils down to how they attract a prospect’s interest without wasting too much time. From the moment they have contact, your lead generator should already be directing them to the qualification process. Otherwise, it’s a small wonder that despite the quality of the leads they get, their number still comes up short of your expectations. This is especially worse when you’ve managed to put a lot of effort in making your company into delivering its promises. Why? It’s because the quality of your business is there but the people who can benefit from it are not being drawn quickly enough for you. That’s what happens when your lead generator is far behind in terms of progress. Don’t just focus on cost-efficiency when you’re looking to outsource!

Maxwell Stinson is a B2B Telemarketing Specialist and Marketing Expert that works for Kick-Start Sales Force. Max invites you to visit http://kickstartsalesforce.com/ for more details on B2B telemarketing.

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