When it comes to your career in selling anything, the skills that you develop in lead generation are really important to the outcomes that you get with customers and ‘Key Accounts’. In itself, lead generation can be an entire system or process that you use in your business every day. If you get the system right, you will have a steady pipeline of leads and new clients. Consistency is the key to lead generation.
Without this ‘lead’ system, your business or customer base will eventually contract and shrink over time. Customers will leave you for all types of reasons. So of those reasons you can control, and others you cannot.
So here are some tips and ideas for building a system of contact that will help with future leads and prospects for you and your business:
- Understand you market by both type and location. Exactly where do your customers come from and why do they come to you? When you know the answers you will know how to improve the rate of enquiry or opportunity.
- Who are your customers? You will need to profile your customers into segments of value and relevance to your business.
- Why do your customers come to you? What are the top 5 reasons most of your customers come to you?
- When do those customers come to you? Seasonal selling can be a real challenge if the space or time between selling seasons is quite long.
Taking all of these facts into account you will find that a profile of you customer can be built. The demographic of the ideal customer can be inserted into your sales team business plan and prospecting strategy.
Here is a very important question for you. What is the difference between a basic customer and a ‘Key Account’? There should be a real difference of response and service when it comes to helping a ‘Key Account’ in your business.
‘Key Account’ customers can impact your business in a major way; the loss of a key customer can be devastating to the cash flow. Far too many businesses operate with a small number of key accounts, and that then exposes them to great risk with competitors continually chasing their key account for new business.
So the message here is clear. Find new leads for your business by developing a system of contact, and then move the basic customers through your contact pipeline to convert them to ‘Key Accounts’. Over time this basic process will strengthen your business base and market share. Service your ‘Key Accounts’ with the due care and relevance that they deserve.
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