Sales Lead Generation – Exactly WHAT has changed?

You’ve already heard it. You keep hearing. Chances are, you’ll still keep hearing it a couple years from now.


A lot has changed in marketing and sales.


Not only that, this change has been rapid, chaotic, and it’s tossed out everything else that was taught for the last half of the 20th century.


The question is though: What exactly changed? Many people are still asking this even as others are shaky from realizing they need a whole new game plan if they want to save their sales lead generation campaigns.

The following blog posts is a quick summary of the changes that revolutionized the psychology of sales and what it means for today’s lead generators:


1. Advertising


Two years ago, advertising was all about who paid on the biggest, fanciest flyer and putting it on a big wall where everyone could see. But today, bigger is no longer seen as better.


2. Choice


The bigger-is-better approach was previously popular because it was thought that more ouput meant more customers. What they didn’t count on was the paralysis all this outpout induced that slowed down the entire sales process.


3. Demand


Back then, demand was maintained by a scarcity of information. Any form of marketing and advertising was rooted in the fact that vendors had a full monopoly on all the spaces their prospects set their eyes (and ears). Today, the internet is the gateway to anyone who wants an alternative.


So to summarize, the biggest change has actually nothing to do with what lies at the heart of marketing and sales. Rather, it’s actually a revived focus on their main objective. The new rules are now all about achieving those ends with whatever means at their disposal. These include:


  • Specifying a target market for a target product.
  • Consistent follow-ups and engagement with individual prospects.
  • Second-guessing bandwagons.


When you want to know what gets customers buying, the obvious answer is actually themselves. Sure, you may have asked yourself why would customers want something. But here’s the problem, has that ever actually put you in their shoes? Have they ever actually said that your products and services are ‘what they need’?


Consistent follow-up and engagement only builds upon this. You have to let prospects know that you actually care about what motivates their buying decisions. It’s a way of holding your ground, even while your prospect is comparing you to competitors. It keeps their interest at their peak and at the same time, drives you to constantly discover what is needed in order to do so.


And last, second-guessing the bandwagon actually reflects the same attitude of your own customers. If you’re trying to get inside their heads, practicing this habit is your first step. Just as you don’t want to spend half your marketing budget just prepping up your Facebook profile, neither do your customers want something just because you offer the “next big thing” in your industry.


Because just like in marketing and sales, a lot can still change a few years from now.

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