Lead Generation

Lead generation is a very broad term that means getting contact information for interested parties that would like to learn more about your company, products and services. The first part of the process of lead generating entails using market research about your target customer(s) and finding venues that can provide leads that match your target.

The second step is to have a way to capture leads so that you can contact them not just once, but begin a relationship with them that allows your company to continuously provide information that is useful to them. By doing so, your company is nurturing a lasting relationship and you are becoming a valuable resource. Notice that at this point the idea of making a sale hasn't entered the equation. Yes, sales are the goal, but in order to create a large pool of increasingly valuable leads it takes time.

Some leads may be buyers very soon, however, the majority are usually gathering information. This is the time to become a trusted resource, build your brand and create the perception that you want for your company image. Over time, as leads blossom into purchasers, your name will be remembered and expect to be at the top of the list of vendors. Depending on the length of your sales cycle and the product or service your offer, it can be months of communications with your "lead pool." You've increased the readiness of those that are going to buy from you. When the time is right, your company willed be called on, and you'll be able to get right to the business of the sale.

If your product has a somewhat short sales cycle, then it's possible that you can complete sales on the first interaction, such as a retail store online that offers a major incentive (sale price) at the time of first visit. Either way, it's important to put your marketing in the right place to have the highest likelihood of obtaining the best and largest match to your "profitable" target customer, and begin a lasting relationship that leads to ongoing sales over years.