Lead-Generation Marketing

The Lead Generation Handbook: How to Generate All the Sales You’ll Ever Need, Quickly, Easily, and Inexpensively, Bob Bly, 1998. Used copies go for $10.

from Page 4

Many professional and trade service firms, from plumbs and heating contractors to literary agents and chiropractors, depend on referrals rather than promotion-generated leads.  Although many of these businesspeople are able to generate a sufficient volume of sales without leads, they may not realize that generating leads could substantially increase their closing rate and sales volume.”  Really?

Others, such as doctors, lawyers, or other professionals, may feel that marketing is inappropriate and should be unnecessary for a competent practitioner in their field.  They seem unaware that the world has moved on; today, virtually every product or service, including health care, must be marketed to ensure the continued profitability of the business.

Company size also can affect attitude toward sales leads.  Most smaller and many midsize companies live or die by their sales leads, working every qualified lead to the maximum.  Converting leads to sales is often the lifeblood of their business or at least one of the most essential processes. 

Larger companies, on the other hand, have mixed attitudes toward leads.  In some companies, the marketing communications people are judged by the marketing director and product managers on their ability to generate leads, and individual programs are deemed a success or failure (to some extent) by the number of inquiries produced.