Building a relevant leads list is a big challenge for sales reps and sales managers these days. Difficulties include being able to contact the right decision maker, obtaining accurate information, and the overall relevancy of leads. In particular regard to smaller firms, the seemingly all-encompassing “finding good leads” poses the biggest hurdle of all.
To distill this process into a useful system for small businesses in particular, let’s explore the three major components to compiling a relevant and immediately useful lead list.
1. Accuracy Through Multiple Sources
It really goes without saying that accurate contact information is chiefly important when building a prospect list.
One approach to avoiding possible sources of bad information is to take a more academic approach. Use multiple sources and compare the information you find. This could be from a prospect’s company website, social media, a new site, or a business database.
Use of a combination of both primary and secondary sources will allow for a higher likelihood of accurate and relevant information on a potential client. There are many databases such as infoUSA or Hoovers and other research tools, so it is important to not rely on just one. For a great list of tools check out Sales List.
2. Being Actionable
It’s important to have actionable intel on your prospect list. These means identifying a particular sales trigger that unites to what your company offers to what your lead needs. It also could mean that the prospective customer has already responded to a marketing or sales campaign.
Bottom line — Each lead on your list should link to an immediate action that is best fit for their needs from your company.
3. Context is key
Does the prospect list you are building provide context for your sales representatives? Context essentially presents both actionable and accurate information into a readable format. This could be as straightforward as having each prospect on your list be accompanied by a few sentences explaining why this individual or company is ready to hear from you and when the best time to contact them would be.
It might also include basic information about the company, general discussion points, or common connections between the sales rep and person of contact. Providing context can help your sales reps build rapport to know how best to present your product(s) or service(s). Your organization could hire an in-house researcher who actively creates prospect lists based on context and then tasks following up with them out to your sales team or junior sales reps for the initial outreach.
An alternative to hiring in-house would be to outsource this process. Outsourcing works especially well for small to medium-sized firms because there may not be enough work to justify a salaried position. CuratedLeads offers sales support services including prospect research, list building, initial email outreach, and follow up. We incorporate the factors listed above to deliver a project-based support system for your sales team. Please contact us if this seems like the right fit for you.