In the lead generation business, we are often asked why current sales staff can’t get in front of decision makers today. Typically our client’s sale staff was very effective at attaining meetings in the past but not in the current economic climate.
The issue of lead generation is becoming the number one shortcoming for organizations within the “Tip of the Spear” of their sales process. It typically boils down to their ability to influence within the front end of the sales process. When the economy is down, revenues are down – which means budgets are tight. A tight budget essentially means that there is no room for error in any decision that is made. Ultimately, lead generation is less effective and bottom line revenue decreases over time.
Every business owner agrees that the current environment is competitive for lead generation. However, they continue to task their present sales force with the responsibility of navigating through that competition to generate leads and increase sales. It is critical to evaluate the lead generation skill set of your task force – in better economic times they may have been adequate; however, today, they most likely need specific skill sets for each step of the sales process – one being lead generation.
What may have been adequate in better economic times is inadequate today. Lead generation requires a unique skill set and demeanor – quite different from the skill set required of an outside sales representative. Today companies are looking to lead generation firms who provide this specific function instead of tasking their current outside sales force – this allows them the opportunity to focus on their core purpose.
Across the country this competitive lead generation environment in terms of level of difficulty within the “Tip of the Spear” is at an all time high. The lead generation skill set needed to navigate that environment is at an all time low. Companies that do not recognize that a paradigm shift is needed in regards to their lead generation and sales approach will not be able to stay ahead of their competition. Lead generation is critical to the success of any business today and will continue to be critical to their growth in the future.