The folks at MECLABS think they have a magic touch. They bet that helping prospects substantially improve lead management will empower their customers to achieve substantial results from their sales efforts. A quick review of a broad summary of their areas of effort indicates to me that they are on to some very useful technology. From the points they make it is clear to me that they endorse the teleprospecting methodology that I have advocated in this blog, but with an added twist: they emphasize the importance of frequency of contact, what they refer to as “touch” with the contacts who have been vetted as key contacts at targeted prospects.
Further, MECLABS advocates lead scoring, which is a system that I have not discussed in this blog, but one that, once again, is spot on as I see it. Lead scoring requires that the important characteristics of buyers and customers be broken down into a set of factors to wish weighting can be applied. Once the set of factors has been produced, then leads can be ranked, numerically, based upon the relative weight of leads. With a linear hierarchy of leads management can more readily evaluate whether or not activities are focusing on the right opportunities. In addition, identifying sales problems as they occur becomes an easier and more effective process when the remediation leverages the lead ranking system. I plan on expanding on my approach to lead ranking in subsequent blog posts.
It is “not for nothing” that MECLABS Executive Director, Brian Campbell has authored a book, Lead Generation for the Complex Sale. The MECLABS methodology is a natural for application to complex sale strategies for enterprise customers.
It is particularly noteworthy that mention is made on the MECLABS website that “If used properly, the phone is the single best way to reach decision makers and to begin a dialogue when you have a complex sale.” I strongly concur with this assessment and am a practitioner of this very same approach.
Finally, I was pleased to see that they paint a realistic portrait of the probable length of complex sales cycles: “Businesses that are engaged in long-term sales processes that require prolonged education and nurturing of the prospect, frequently over a 6 to 36 month sales cycle”. Better to start with a realistic sense of how long activities will take than to be disappoint if results are poor after a meer month or two of activity.
I highly recommend a visit to MECLABS and a read of Campbell’s book.
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