'Fill your funnel at the touch of a button' or 'Never acquire again with our great platform'. Magic formulas for lead generation that naturally sound like music to your ears.
They undoubtedly appear on your LinkedIn timeline: invitations from online marketing agencies promising quick results. But just like in the 'lose 10 kilos in 2 weeks' category, the results are usually disappointing.
Anyone who wants long-term success in B2B acquisition must have staying power, because quick sprints won't cut it.
'Yet many find the hunt for new leads difficult, often because they do not know exactly how successful B2B acquisition works'
Sales get started yourself
But how exactly, and who takes it on? Marketing often possesses the knowledge and resources for targeted approaching and qualifying of leads, after which sales can actively contact the list of prospects. However, in practice, it often works differently.
Perhaps your marketing department is not very large or lacks knowledge. Chances are, sales will then have to get to work generating leads themselves.
Something that can certainly work out well with the right tools. Yet many find the hunt for new leads difficult, stemming from a lack of knowledge about how successful B2B acquisition actually works. So, back to cold calling or emailing?
Please, potential customers really aren't waiting for that anymore. It doesn't work, and I think it only causes irritation.
social selling
Nowadays, all eyes are on social selling as a serious channel for generating new leads. But not via impersonal, automated invitations without a clear call-to-action. Those are often just as annoying as those cold emails and phone calls.
Moreover, social media platforms are not fans of automated tools. For instance, LinkedIn states very clearly in its terms and conditions that this is not allowed; your account can even be deleted!
'The word social selling says it all: make it social and personal'
Personal and creative
Take a moment to reflect on yourself. Do you think it comes across as professional when you receive automated messages on your timeline? So, don't start a first impression with a standard message, but instead ensure a personal touch, something creative and tailored. People are not numbers!
The term social selling says it all: make it social and personal. It is therefore good to always post from your own profile and not via the company account. Also, be sure to seek inspiration from experts in the sales field.
My blog inspiration this time was sales expert @Harro Willemsen. Hopefully, we help you on your way again. And one last tip: be sure to take stock of what does and doesn't work in your approach. Does a blog post or an infographic score well?
Are your videos watched frequently, or are your case stories a success? Repeat your signature elements or that great opening or closing line. As long as it feels personal and you’ve put a lot of thought into it, your chances of securing new leads are many times higher!
Do you want to know more about social selling and other skills and technologies for a modern sales team? Download our Sales of the Future Benchmark.
Online and from transaction to relationship
The best salespeople think not in terms of transactions, but in terms of relationships. They know that the value of a customer lies not in the first order, but in the years that follow. That is why they invest in trust, deliver more than agreed, and are there even when there is no immediate sales opportunity.
In practice, this means that you don't disappear after a sale, but rather remain visible. Make a call without a sales agenda, share a relevant article, or invite your customer to a knowledge event.
That personal attention builds a bond that is much stronger than any discount. Customers who trust you become your best ambassadors.
Discover how our Expert in Sales Basics training can help you put these insights into practice. For over 35 years, Kenneth Smit has been helping professionals grow.
