4 Tricks To Master The Magic Of Modern Lead Generation

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4 Tricks To Master The Magic Of Modern Lead Generation

Do you want to generate more leads from buyers shopping only on price –OR– from prospects looking for your help? If it’s the latter, here’s how.

4 Tricks To Master The Magic Of Modern Lead Generation

It’s no secret that the nature of lead generation and sales is changing.

For a long time, salespeople could generate a lot of their own leads and then guide prospects through the buyer’s journey before closing the sale.

The salespeople were involved early on in the buyer’s research because of one thing the salesperson had that the buyer did not – information. The sales person could use that as leverage with the buyer to influence the whole sales process.

The salesperson’s information leverage is now gone. Buyers can turn to the Internet to get nearly all the information they need before they have to “deal” with salespeople. Think about the car buyer – oftentimes they know more about the car they want to buy than does the salesman at the dealership.

Buyers are now at least 57% through their purchase research before they first contact the seller, according to a study by the Corporate Executive Board. Other studies show that buyers are as much as 90% through with their research before engaging with sales.

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Armed with all their buying research, when a buyer finally contacts the seller, the discussion is largely about price.

This has left sellers with a choice: wait to generate leads from buyers who are fully-informed and ready to negotiate price – OR – generate leads from buyers who are researching a purchase, and get a shot at building a relationship with the buyer before they make their purchase decision.

The former approach makes price the most important factor. The latter can enable a seller to become known, liked, differentiated and trusted by the buyer, making price less of a deciding factor when the decision is made.

So how do you generates leads while the buyer is doing research? It’s no magic trick.

First, you have to publish content on your website that will get found by prospects as they are researching a solution to their problem. This is where things like keyword research and blogging come into play, as well as using social media to help spread your content’s reach.

As you publish more helpful content, your website traffic will increase.

But just getting more website traffic is only half the battle. You still need to generate leads from those visitors. That will give you the opportunity to keep in touch and start building a relationship of trust with the prospect.

There are many moving parts related to online lead generation. They can seem technical and overwhelming to someone who might be new to it. Don’t let that distract you.

Focus on these four areas and your lead generation will have a solid foundation for success. Continue Reading