To Connect or not to Connect Your Sales effort with Your Survey Lead Generation Program
We think it is mandatory to identify business sponsorship to any/all participants in a survey effort for lead generation. This point is simply a courteous example of professionalism. Further, once survey participants have made the connection between the firm conducting the survey and its sponsor any contact to any participant in the survey on the part of the sponsor will be, to some extent, expected and, perhaps (depending on how the survey has been conducted) welcome.
Of course, for optimum results a survey should be planned on a credible, entirely legitimate basis that makes sense for the sponsor and each contact who agrees to participate in the survey. If the sales history for your product, service, or integrated solution follows a pattern that is characteristic of a complex sale, meaning a sale that involves a number of individuals who contribute to purchase decision, a matching number of apparent needs for, perhaps, each of these contributors, and, perhaps, a matching set of assumptions about a solution for each of these needs, then it makes complete sense to stop selling and starting collecting as much information as possible about a prospect, the cast of contacts who will contribute to a decision about a solution for a problem that warrants fixing and your product. In fact, we don’t think that any interest in designing an efficient system to convert an attractive proportion of leads into sales will work if the activity of purely gathering information on known to be relevant operations, procedures, systems, etc. is not included as a preliminary to further engagement.
For their part, well chosen survey participants should see things in a similar fashion. Prospects worth the time of sales teams will have an understanding that decision-making is, perhaps, flawed. For these organizations your offer to conduct a survey (and to share with participants generalities gleaned from other participants in the survey) should be really good news.
Let’s face it, prospect who are unwilling to proceed through an information gathering phase as a necessary preliminary to any further engagement should be de-emphasized and, where possible, passed over for better opportunities. If you sense that the sales efforts of your business leave something to be desired (perhaps your team speaks with lots of contacts but closes only a small portion, thereby wasting time better spent on a different approach), please contact us to discuss your case. You may telephone Ira Michael Blonder at +1 631-673-2929 to further a discussion. You may also email Mike at firstname.lastname@example.org.
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