Generating quality sales leads is an essential ingredient in the success of any business, but in a competitive marketplace that has become tougher than ever, now you need to step up the pace by getting back to basics.
1. Revamp Your Strategy
Now is a good time to revisit your target markets and broaden your interests. Take a look across vertical markets and be open-minded about other kinds of business you may not have considered in the past. Who knows what opportunities you might find in undiscovered territories?
The strategy has worked for the city of San Francisco, a first-tier destination that has employed creativity to attract business in a money-conscious climate. According to Leonard Hoops, San Francisco CVB executive vice president and chief customer officer, aggressive sales efforts to reach a wider range of business include incentivizing sales departments to dig deeper into existing markets to find additional business as well as targeting groups that may not have been able to afford the city during boom times. So far, these tactics have been paying off for the city, its hotel partners and the Moscone Center.
“The key point is having a crystal clear strategy about who your customer can be,” Hoops said. “That dictates the channels to go after."
2. Network, Network, Network
Don’t be afraid to ask for help from family, friends, colleagues and business acquaintances. Besides, no one can give you a more glowing recommendation than someone who knows you well or has worked with you and believes in your abilities.
Candy Adams, president of Trade Show Consulting, says most of her business comes from referrals.
“Network with people who know your skill set, and ask clients you already have if they have anything coming up,” Adams said. “Also, be willing to collaborate with other professionals in your field that have specialties you don’t. When you help others generate business, what goes around comes around.”
While you’re at it, try offering incentives.
For Pierre Charmasson, director of meetings and events for Professional Event Solutions, being creative is the norm.
“The most unique thing I’ve done recently is send out e-mail blasts to most of my constituents, friends and clients...saying if they send me a lead that turns into a client, I’ll pay their car payment,” Charmasson said. “I got a lot of good response on that one.”
3. Try New Platforms
Social networking sites such as Twitter, LinkedIn and Facebook may seem trendy, but give them a try anyway. These sites can help you connect with industry members and expand your network, give you free exposure, provide forums to promote yourself, create a buzz and, most importantly, generate leads.
According to Dana Freker Doody, director of corporate communications for The Expo Group, taking advantage of these sites has been a win-win for her company.
“We started building relationships on Twitter and have found it a great way to feel the pulse of the community and meet new people,” Doody said. “It has been important to me to teach our sales team how to use these tools as well as help our clients who want to ride this wave of the future.”
Investing time in blogging can also be a great way to reach your target audience, keep your Web site infused with fresh content and attract potential clients.
4. Cold Case Files
In this economy, people are taking longer to make buying decisions. As they search for better rates and greater value, clients may also be open to forming new business relationships. For all you know, some of your sales prospects from the past may not be happy with their current “marriages” and may be looking for new avenues. This could mean that what you thought was a cold lead may not be that cold at all.
According to Hoops, maximizing every traditional lead generation channel is crucial, and part of that includes mining databases for old leads, contacting those prospects and seeing if a cold lead might not just warm up again.
“We’ve been looking at old files that have been inactive for years and looking at turned-down business or business that didn’t work because we didn’t have right dates or rates,” Hoops said. “We have to get more creative when there’s a downturn in the economy, because all of a sudden that natural demand isn’t there.”
5. Get Out There
Now’s not the time to be a wallflower. In a business that touts the value of face-to-face, getting out, being seen and connecting with your peers means you’re standing behind what your industry represents. Whether you attend industry meetings, trade shows and conferences, play host to a client event or take a customer out for coffee, social engagements can pay off in the form of potential business.
According to Rob Murphy, chief marketing officer of MC2, taking advantage of face-to-face opportunities is an example of his company practicing what it preached—the importance of live events.
“One of the best things people can do is get out and meet people,” Murphy said. “It’s the thing we’re most comfortable with and what we find the most productive in terms of turning up new leads.”
Nothing works better to drum up business than meeting clients in the field, agreed Holly Young, president of White Lotus Productions.
“In this economy, people are weary and they want that personal, intimate connection with other people,” Young said. “For them, it’s a nice diversion in their day and an opportunity for us to get in front of our clients.”
6. Give Back
Helping to educate the industry is not just good karma, it’s a great way to be seen, to be regarded as an authority in the field and as someone people will want to work with. In addition, taking time to mentor new industry members is a wonderful way to help infuse the industry with knowledgeable, skilled professionals.
According to Murphy, educating the industry is a passion for MC2. As sponsors of the Exhibitor FastTrak accelerated learning conferences, held four times a year to help exhibit and corporate event marketing professionals attain their Certified Trade Show Marketer (CTSM) designations, the company has been able to give back and show a strong industry presence while enjoying the side benefit of attracting new business, he says.
“This allows us to get in front of 300 to 400 people per year in an education format for two to three days,” Murphy said. “We end up building really good relationships with those people.”
7. Go the Extra Mile
With value and service more important to clients than ever before, meeting customer expectations and being willing to go above and beyond whenever possible can give you an extra edge on the competition, help secure a loyal clientele and result in more referrals in the future.
Establishing a collaborative rapport with clients and prospects, listening to their needs and helping them find solutions rather than just trying to sell them results leads to clients that stick with you in tough times, according to David Varady, executive vice president of EEI Global.
“When prospects sense authentic interest in their needs, they tend to give you the information needed to develop a relevant solution,” Varady said. “The old adage, ‘They don’t care how much you know until they know how much you care,’ rings true now more than ever.”
Customer service that mixes professionalism with a personal touch is a winning combination for attracting and retaining clients, Young agrees.
“We’re becoming almost like counselors, asking how we can help them, teaming up and having candid conversations with people,” Young said. “This is something we’re going to continue even when the economy is better…it’s good for business and good for people.”
LISA PLUMMER is an experienced meeting, event and trade show industry journalist.
