The great salesmen of the past have now become legendary characters, whose stories feature films and television series. In fact, we are all bewitched by the skills of a good salesman, who alone can make a business prosper.
Although it is still important for companies to have a talented sales department, many companies are tempted to give up the human component in commercial activities in favor of digital solutions that promise the moon, but ultimately are very ineffective.
In fact, although they are cheaper and faster than any vendor, Social Selling or Account Based Marketing platforms are far less effective than human activities.
The reason? They lack an essential component: empathy.
Communicating the right message at the right time is complex: it is necessary to analyze the context and a whole set of subjective factors that a machine is not yet able to take into account.
However, this does not mean that digital is not helpful. Today you can find thousands of potential customers using platforms like LinkedIn, or simply browsing the web. Problems arise when a machine is asked to operate independently in the “contact phase”. The risk of passing for spam is more than real: for a company, this is the worst thing to do.
How is it possible to carry out digital sales activities without risking being irrelevant, ineffective, or even harmful?
5 Tips for Effective Lead Generation
In this article, we will show you the 5 tips that our sales department has always followed, and we will explain how our solution for Social Selling and Account Based Marketing works and how Neosperience Customer Generator can help your business grow.
To sell your products you need to know how to sell yourself
A trivial statement that it is often not put into practice.
Usually, those who contact us on social media or through our website are complete strangers: this obviously makes us think that their communications are spam. Getting noticed before contact is the first step to getting a response, hopefully positive. Create a relationship before direct contact. Like and comment on what is shared. Discuss, show yourself, and hear.
You need to examine
Before contacting potential prospects, you need to find out their role in the company and what their interests are, what their company does, and the trends and risks of their sectors. In business, you don't have to assume, but know how your company and services can be useful to that particular person.
Today companies continually receive copied and pasted messages sent from poorly programmed bots: no wonder the results of these operations are virtually nil. A good sales activity must in fact be as “personal” as possible. So don't just talk about the product, but focus on your personal experience and that of your interlocutor: be “personalized”, tell who you are and what you do in the company, and find points of contact with your interlocutor.
Get organized and keep track of everything
The activity of a salesman must be organized. Keep track of what you write and who is your prospect. Take notes on what your prospects do and how they "are", and try changing your strategies to see which ones work best.
Supports your direct contact strategy
Sometimes it's the same prospect that finds your company. In fact, value-specific content for different targets is a natural “magnet” for new contracts: articles, whitepapers, ebooks, webinars, or videos, the important thing is that they are interesting and show the value of your business.
Neosperience Customer Generator
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What is interesting about this drawing of “empathic” advice is that all the activities described can be supported by our Lead Generation platform, Neosperience Customer Generator, based - among other things - also on Lead Champion, a digital marketing solution that we acquired just a few months ago.
The Neosperience Customer Generator allows you to:
Choose your target audience by combining information from all departments;
Recover the firmographic data of your ideal clientele - company size, location, sector, market position, and annual revenues - as well as strategic factors such as market influence, the likelihood of repeated purchases and the expected profit margin;
Automatically load profiled leads and relevant information into the Customer Data Platform (CDP) of the Neosperience Customer Generator. Fill out notes and tags on Lead profiles; reuse this information later to boost your business;
Attract your potential customers and dialogue with them by generating Qualified Leads. View the profiles of your potential customers, identify their skills, follow their activities and send personalized messages automatically;
Create targeted content for each of your leads, dedicated to the specific offers you want to promote. Combine the effects of two strategic approaches: Account-Based Marketing (ABM), to communicate in a personalized way with each corporate actor, and Inbound Marketing, to generate new leads offering relevant and quality content;
Each marketing activity must produce measurable results. Thanks to Neosperience Customer Generator you can always know the conversion rate of your activities, the increase in the number of Leads over time, and their economic value.
Neosperience Customer Generator is a facilitator. It is the union of the best of digital - intelligent and empathetic - with the immeasurable value of the human relationship.
Digital is a tool, not the solution to all problems: for many years to come, the human factor will be indispensable. Our 5 tips are the foundation for a “human” and effective Lead Generation, and the guidelines on which we have developed our solution. If you want to learn more, read the article What is Lead Generation: the definitive guide to acquiring customers online (in 2021), by Lead Champion!
Only by combining digital and physical we can survive in today's ultra-competitive market, governed by digital intermediaries and made even more complex by the crisis that companies are experiencing today.