By Kendra Lee
Lead generation strategies are foundational for achieving the profitability your company needs. Think about it, you wouldn’t build a home without pouring the concrete foundation first. You wouldn’t start a business without crafting a business plan first either. The days of waiting or hoping a new client calls you this week are over. If you’ve built your business in this passive way, congratulations for what you’ve achieved, but get ready for a ride!
If 2020 has taught us anything about the business climate, it’s that we can’t wait and see, we have to adapt and adjust, we have to regroup and come out swinging. Swinging for the fence, shooting for the goal, whatever your favorite sport.
Here are 4 ways lead generation activities will affect your revenue this year.
Will Lead Gen Work for My Business? Activity Breeds Activity
Albert Einstein said, “Nothing happens until something moves.” That movement is your decision to implement a lead generation strategy to build up your sales funnel, create sales opportunities, get appointments, create proposals and close deals. The first step is to take stock of your current situation.
Ask yourself these questions:
1. Is my team prospecting properly, tracking prospects, nurturing relationships and effectively moving towards a sale?
2. What is our biggest opportunity right now?
3. What differentiates my company from others?
4. What are my current metrics for opportunities, leads, appointments and close ratio?
5. Is my team equipped with today’s advanced techniques for closing?
Start with these answers as your baseline to help you identify areas that could be handcuffing your current revenue levels. At KLA Group, our lead generation services start with an in-depth survey of your new business development strategy and analysis of each component that would affect outcomes. As the business owner, you receive a comprehensive strategy and plan for what actions to take and how to implement them.
Do the Math: How Many Leads Do I Need to Hit My Revenue Goal?
You have goals, aspirations and a vision for the future of your company. You know that adding dollars to the top line will give you the freedom to add new products or services, new team members, advanced technology and bigger, better tools.
How will you get there? What exactly do you need to reach those numbers?
Math. You need to have a reasonable expectation of what it takes to reach the revenue goal. Here is how to calculate a reasonable leads-to-sales ratio:
A. Take your overall revenue goal
B. Divide by your average sale to get the # of closed sales needed
C. Divide that by your close ratio
D. Equals the number of leads you need to capture
Keep in mind there is a whole slew of activity that goes into acquiring a lead before it even gets into this calculation. A prospect turns into an opportunity which turns into a lead and, only if that lead is nurtured, does it get the chance for an appointment or proposal.
The team at KLA Group has a Do-It-For-You service that does the math, implements all the steps necessary to attract and nurture a potential lead, then helps your team close the sale with training and coaching. Our clients know us as having a sophisticated system of implementation based on sound strategy and experience.
Who Are You and Why Should Anyone Care?
You can tell people all day long that you are an expert, but demonstrating your expertise is by far the most successful and effective tactic for B2B lead generation. Oftentimes, your team might be excellent at telling stories during a sales presentation, but this is only a one-on-one scenario and impossible to scale. In other cases, the business owner could teach a university class based on their knowledge, but the people who normally hear it are employees and current clients.
You need potential prospects to see you, hear you, read what you have to say, learn what you can teach and be so impressed with what you know, they have to call you for more information. At KLA Group, we call this content development. We get everything you know down in writing to answer every possible question a prospect might have about your industry. Then, we develop it into emails, articles, infographics, ebooks, website content and even webinars for you to build that attentive audience across platforms. Your knowledge and how you solve problems for clients, polished and distributed, is the impetus for your business growth.
Automagic? How Scaling Efforts Is Effortless
You must agree that trying to scale up cold calling is not a very efficient way to generate leads. There are only so many calls your team can make in one day, much less manage. It’s one tool in the tool belt, but there are much more successful and scalable tactics to use in 2020. The most helpful tool available to scale your revenue is automation. Add prospects to your target audience, execute a campaign, track results, tweak it, execute another campaign, add prospects, execute another campaign … does this sound daunting? It isn’t when you use strategic automation.
At KLA Group, we not only use automation tools, we become your automation when we team up. We manage all the strategy nuances, all the mind-numbing details, all the steps to execution, all the deadlines and integrations and all the tracking for you. You get leads delivered to the sales team, and then we even help them close the deal!
Where your next client comes from is entirely up to you. Where your revenue is at the end of 2020 is entirely up to you. The best action you can take right now is to call our lead generation company for an analysis of your operation at 888-305-0471. We’ll set up the recommendations, and all you have to do is swing for the fence!
Kendra Lee is a top IT Seller, Prospect Attraction Expert, author of the award-winning books “The Sales Magnet” and “Selling Against the Goal” and president of KLA Group. Specializing in the IT industry, KLA Group works with companies to break in and exceed revenue objectives in the Small and Midmarket Business (SMB) segment.