Reflections on lead generation from Poland (?!).
The Wired website has published an article saying that an old Commodore 64 is still operating with its software in a Polish garage!
It seems that they have been using it for 25 years to balance the transmission shafts of cars.
If it’s not a “fake,” then a reflection is worthwhile.
Who knows how many suppliers have passed over the years by the garage proposing new solutions, and they have heard the answer: “We are OK, we use the Commodore 64″.
In Italy too, it’s the same.
Many of our customers who sell software, for example, have a common enemy: Excel.
Do you want an administration software?
“It’s OK, we’re using Excel.
Do you want a warehouse software?
“It’s OK, we’re using Excel.
Do you want a software for budget analysis?
“It’s OK, we’re using Excel.”
For God’s sake, it’s true that when something works, you don’t want to change it.
But does it work well? Are you sure those calibrations are accurate? Or could you get better results in less time?
The same principle applies to many old lead generation habits.
Why, for example, persist in hoping that salespeople will find new customers on their own?
They haven’t done so in years.
Why persist in hoping for institutional advertising in trade magazines?
If you can claim even a single lead thanks to trade magazines, please raise your hand.
Why persist in hoping to send hundreds of brochures for the new product?
When was the last time you generated a new customer with them? It must have been 1995, well, more or less. That was over twenty years ago.
Today’s lead generation needs to be different.
It’s not a new crusade against the old. It’s not about “new = cool” and “old = crap”.
You simply have to
SCRAP methods that no longer work (new or old),
and
use those that work (new or old), constantly adapting them to the customers’ current purchasing habits.
Today, for example, lead generation should no longer be another task for salespeople.
It must also be multi-channel, it is no longer enough to rely on a single means of contact.
Then, it must be designed with surgical precision. There’s no point in making generalisations.
And finally, it has to be “multi-step“. Concrete case: a company has invited potential customers to an event with a campaign made up of… guess how many steps?
- Sixty. Six-ty.
Before the sales transmission shaft no longer produces new customers, check this out: www.leadgenerationfarm.com
