This ad will close in

Lead the Way

In the Information Age, customers want to hear you say more about your product and what it can do for them.

How will you find your next customer? "Warm" cold calls, speaking at seminars and hosting events are the three most effective lead-generation techniques, according to a report from sales info site (you can download the free executive summary here.)


Brian Carroll, author of Lead Generation for the Complex Sale, agrees with the report, adding that lead generation has moved more toward providing information and service than ever.


"About 80 percent of the people who come to your site aren't ready to buy," Carroll says. "They're looking for information." Free reports, articles and podcasts are great ways to educate customers. However, Carroll advises against following up with a hard sell. "If a customer downloads a free report, they want information. Contact the customer and ask what questions you can answer."


He also advises having materials that make keeping in touch easier. Many reps stumble once they get beyond the product introduction, he says. And customers read repeated keep-in-touch calls as a way of saying, "Are you ready to buy yet?" Carroll suggests companies create special reports, newsletters, case studies and success stories to help keep clients involved in a relevant conversation until they're ready to buy.

Gwen Moran is a freelance writer and co-author of The Complete Idiot's Guide to Business Plans (Alpha, 2010).

Like this article? Get this issue right now on iPad, Nook or Kindle Fire.

This article was originally published in the September 2007 print edition of Entrepreneur with the headline: Lead the Way.

Loading the player ...

Social Media Prediction: Video Is Going to Be Bigger Than Ever This Year

Ads by Google

0 Comments. Post Yours.

Most Shared Stories

The 3 Attributes to Look for in Top Talent
5 Key Characteristics Every Entrepreneur Should Have
14 Books Every Entrepreneur Should Read in '14
Steve Jobs' 13 Most Inspiring Quotes
The 7 Books Every Entrepreneur Needs to Read When They're Discouraged

Trending Now