The number one concern of most companies today is sales generation. How do I drive more business in the door? Whether that is a physical retail door, a software door, or an online storefront door, it doesn’t matter. The number one objective in several studies I’ve seen is “increase revenues.”
That’s great, but how do you do it? I attended a week-long seminar with a guy named Lamont years ago and every time a presenter would finish he would raise his hand. Lamont would then ask, “That’s great, but how do you do it?” I have thought of him every single time I read something or do something where the answer is not clear.
Thankfully, in the case of increasing revenues, there’s lots of good common sense answers. But, for those of us who are challenged by the common sense bit and need some uncommon sense, CSO Insights put out a free ebook on Optimizing Sales Performance and a study on Lead Generation Optimization. I received a free copy of the report and am working on a review summary about the Lead Generation Optimization survey at my Q4 Sales blog (the report came courtesy of Dow Jones) and the link for the ebook offer is there, too.
- Focus on being all things to all important people. Translation: Not all customers are created equal.
- Optimize your campaign execution: lead conversion and messaging (your content) go hand-in-hand.
- Do more homework before contacting leads.
- Start lead scoring and, more importantly, nurture leads. If you don’t, your competitors will or have already started.
- Refine your strategies based on metrics, not gut-level decisions.
CSO Insights owners Jim Dickie and Barry Trailer have been leading the way in sales improvement studies for a long time. Their reports are often available as special promotions from larger companies who sponsor their research.
TJ McCue is the strategic content guy at Q4 Sales whose newest project is a qualified pay-per-lead generation program. He is founder of the Sales Rescue Team. You can follow him at Twitter.