Sales Lead Generation Activities Also Pursue Active Prospects

You’ve heard it so many times: Prospects only buy because they want to. You can’t compel them anymore. They do their own research thanks to the internet. Most sales lead generation activities should now focus on creating content that will attract prospects, give them the answers they’re looking for, and hopefully cultivate enough interest to make them buy on their own.


To summarize, it feels like you have to find a perfect match between your business and the prospect with the right set of problems to solve. On the other hand, does this fact really mean you should only rely on passive, inbound methods for generating leads or is it still possible to actively pursue active prospects?


First of all, plenty of the questions you ask during content creation are the same ones you ask when actively identifying prospects to call, email, or network with. The only real difference is the medium being used. When you’re putting up a website or writing a blog, you hope to answer questions that are commonly asked. When you’re sending out a message, your list includes only people that are likely to ask about a problem.


Perhaps it’s because when a targeted appointment setting campaign is indeed a little off-target, the consequences come in the form of people denying they have the problem, downplaying it, or de-prioritizing it enough that they don’t see a need for a buying decision. Then again, aren’t these the same thought processes that cause readers to gloss over links?


No matter how many tricks you use, the underlying principle won’t be exclusive to it. Your email copy can have the most compelling selection of words. Your telemarketing script will have its own sell that have proven to convert. The word themselves may differ but they get the job done within the context of their own channels.


So instead of focusing on what makes passive, inbound marketing different from active, outbound activities, focus on what they have in common.


  • How do you adapt? – Each prospect is different, especially with regards to problems. That’s the first step in having a serve-first-market-second mentality. Don’t stick to just one method of getting into their shoes. Make the ‘getting’ part your primary goal, not necessarily how.


  • How do you handle cynicism? – Sometimes your solution has already been tried before and prospects are not convinced that it works. Have the humility to admit that you’re not perfect but that your main goal is still to help. Try this whenever you follow-up with calls, emails, or content.


  • How do you celebrate your success? – It may seem counterintuitive to talk about yourself when trying to solve the problem. But when you use your success for the sake of sharing experience, that’s more information for prospects to chew on.


Inbound and outbound can work easily in tandem if you learn to keep both strategies focused on the same goals. Problems arise when you focus on the means of finding a matching prospect instead of actually working on the prospect.

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