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A good Lead is an “already-made sale”…or not?

22 Mar
Published by gruti
ICT salesman

All the ICT partners who are investing some capital in activities such lead generation campaign, have in mind the final goal of increasing sales. That dream often consists in the expectation of an “already made sales” delivered on a silver plate from the external marketing agency in charge of the lead generation campaign. Although this expectation is quite understandable, at least from a human point of view, it is a non-sense from a business point of view.

Let’s analyse why:

Firstly, if an external marketing agency would be able to engage with a potential client, analyse the needs of his/her organization and deliver the products needed without any input from the IT partner sales team who will only come into the game to get the order signed, it would become extremely evident that the sales team is redundant and non-productive. Any pre-sales agent could deliver sales at a fraction of the cost.

Secondly, merely looking at the final user’s interest, it is very different to be approached by a marketing professional who only has the ability to unearth needs and future expenditure projects and on the other hand being served and satisfied from a professional salesman who also has the appropriate knowledge to suggest the best set of products and services at the best prices.

Even if the list of reasons why the so called “already made sale” is unrealistic could be much longer, I prefer to focus your attention on another aspect of this matter. Precisely I would like to explore the reasons why such expectation is damaging.

When the sales team realises that the lead generated are not “already-made sales”, but actually they need as much work and dedication as any other customer interaction, there is a tendency to procrastinate the contact of the prospective clients beyond the natural limit set in the lead write up. This will project a bad image especially on the professionalism of the IT partner, jeopardising the chances of completing the sales process that the pre-sale agent initiated. It will also result in a negative financial impact due to the loss of the potential sales as well as to the cost sustained for generating the lead.

We also notice that when there is a complete synergy – in the form of constant and constructive exchange of information with regards to the prospect client contacted – between the sales team of the IT partner and the lead generation team of the outsourced marketing agency, the sales rate increases dramatically and ultimately the final user’s satisfaction is also achieved.

It becomes so evident that the secret of healthy lead’s conversion rate is, as always has been, in the hand of the sales team who has a distinctive service attitude toward the final user.

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