There’s a big difference between trying to connect with B2B peers and actually sealing the deal on a lead. Not sure what that general difference is? The reality is that you can hand out business cards all day long and send as many LinkedIn messages as you want, but none of this actually means you can get that person to actually convert.
The effort you put into connecting with B2B peers is wide – it doesn’t take much to hand one person one business card, but you’ll be doing it hundreds of times. Actually converting a lead into actual revenue, though, means a lot of concerted effort on one particular person.
The takeaway? You won’t get anywhere with B2B lead generation if you don’t seize real opportunities and focus your efforts on the work it takes to convert those leads. Based on one company’s research, for every 100 business cards they handed out, only two led to a lead – and that’s not even a truly converted lead.
So what’s the solution to this problem? First of all, always keep this general rule of thumb in mind: be as committed to your target and personalize your engagement as much as possible. When you put the effort it takes to truly get a lead and convert said lead, you also up the chances to keep customers long-lasting and loyal.
Now, there’s nothing wrong with handing out business cards. Think of handing a business card to a potential lead like dropping a baited hook into a lake. You’re trying to get the fish on the line. They take the card and call back – that’s a bite, but that’s not a lead.
In order to get the lead, you’ve got to real your fish in. Right now they’re just on the hook – there’s going to be a lot of time between that bite and getting your metaphorical fish back in your boat. How do you do this? Engage with them. Learn about who they are, what they do and how you can better help them as an individual.
Is this consumer interested in saving money or getting more service? Do they want a very hands-on relationship with you, or are they a little cold shouldered when it comes to business interactions? When you answer these questions based on each individual lead, you’ll find yourself becoming quite the fisherman.
There’s a popular saying among salesmen that they can “sell ice an eskimo.” This is a great trait to have, but you and your business lose credibility of your products, services and content aren’t standing up. You may be good at selling and marketing, but you’ve still got to have quality content and products to offer people if you want to be a reputable business.
Focus this on lead generation – make your content truly sparkle. Show off great blogs, awesome tweets and emails that actually make your potential leads want to go the extra mile for you.
Lead generation is all about being a good salesman with valuable content. You’ve got the valuable content down and you know how to better personalize your engagement, but how do you actually make your buying cycle engagement more purposeful in order to ensure you get a true conversion?
Focus on these three words: recognize, educate, convert. First, recognize a potential lead’s pain points and desires. Then, think about and then educate them on how your products and services can them alleviate these problems. Finally, drive the point home with evidence. Show them studies and stats that show what you’re saying will really work – you’ll get them every time.