I am asked about lead generation more than just about any other aspect of business. I should rephrase. Effective lead generation. The majority of sales and marketing strategies have lead generation as their goal, but very few of them succeed at bringing in viable leads. Here are three of my favorite tips for start-ups looking to generate leads.
Ditch All the Mails
So here’s the thing, leaving voicemails and exchanging emails doesn’t do any good. Very few lasting relationships have been the result of an email introduction, and only in very rare circumstances will a blind voicemail be returned. Pick up the phone and call until you get someone. The ideal is always to arrange a face-to-face meeting if you can. Plan to visit your top five target cities each year for in-person meetings so you can grow a relationship, because once you’ve sold the product, you’ll still be faced with competition for every renewal.
Extra tip: If you’re having trouble getting someone important on the phone, scour your network for a connection to that lead and see if they can help you arrange a meeting.
The Path to Filled Coffers
The truth is that no one is going to pay attention unless you give them something compelling. And what’s compelling is a deal. While it can feel a little painful when you need to start turning a profit yesterday, it’s always one of the quickest ways to get some initial users on board and if you do it well, you can really create some industry buzz. Go for the gold when you start pushing out your first offers. Make it irresistable, though not so much so that you cheapen your product.
Extra tip: Consider tying in some product feedback to your offer, so that you can use the referrals to generate more leads.
Share Your Ideas Freely & With the Right People
I’m a big believer in content both as a PR tool for building your brand but also as a way to generate solid leads. Give readers valuable strategies and insights, and they’ll look to see who you are. Know your audience when you’re writing, however. If a hotel sales manager is your buyer, then ensure you haven’t written a CEO-level article. And conversely, elevate to a thought leadership article if you’re trying to reach brand executives.
Extra tip: Syndication is the key to getting it in front of the right people. Look into paid and unpaid options in the travel and hospitality industry.
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