Intro

First Impressions count, it is important to ensure that you have a solid lead generation execution plan and a script to work from for the calling side of the exercise. The purpose of lead generating is to establish an interest in your business from new companies who haven\\'t dealt with you before. First you establish a list of targets, then you call the list to establish interest and you follow up from there.

Definition

• Lead generation is a marketing term that refers to the creation or generation of prospective consumer interest or inquiry into a business\\' products or services. Leads can be generated for a variety of purposes - list building, e-newsletter list acquisition or for winning customers.

Benefits

• Establishing a targeted list of prospects can lead to multitudes of new customers, you need to ensure that your source is using current data and that when you do contact the companies on the final database that what you are saying is correct and that you leave a good first impression of your company with the prospect.
• It can be the start of building last relationships with new loyal customers.

Pros

• It\\'s easy
• It can be cost effective
• As long as you choose your targets carefully you will be promoting your brand effectively.
• Making one cold call and following up with an email or letter is more effective than sending out an unsolicited letter/email then following up with a call because the recipient will be expecting the letter/email and so the written introduction is warm.

Cons

• It can cost money to purchase or create a list
• Most people do not like cold calling
• You may not get a huge response so make sure that what you are selling has a value that covers your costs, or set your targets so you know you are going to cover your expenses.

How to Implement this into your Business

• Build a database
• Write a Script (to use as a crutch - not to read from)
• Set up the letter/email before you call
• Set up the Spreadsheet to record results in before you call
• Make calls
• Record results
• Send letters and emails as requested
• Follow up the emails and letters.

Tips

• When you write a script, write down an intro speech, but only use it as a crutch, list all of the bullet points of the services/products you provide and why you are contacting that company.
• Remember that the call will be short, you need to mention your business name, your name and convey why you are calling all in the first sentence. Then you need to listen, have a conversation and make relevant notes from the conversation to use in the personalised email/letter you will later send out.