Today I’m using a real story to answer a question that we receive very often.
A former co-worker of mine (let’s call him Marco), after the separation from his first wife, had become a regular of package holidays for lonely hearts.
We are talking about tourist resorts and cruises with a high percentage of single women and men.
I still remember the catchphrase he used to nag the entire office about on the days before his departure:
– “Will I pick up any woman? Or won’t I? How many?”
We the co-workers used to start mocking him every time. It was a mixture of pity (20%) and envy (80%), testifying that the Pareto principle is valid in all contexts…
But let’s stay focused.
Our answer was always the same, even if Marco didn’t like it. The answer in fact was:
IT DEPENDS.
- It depends on whether you have chosen the tour operator who understood your obscene purpose…
- It depends on whether you can describe to the tour operator the profile of the ideal woman you would like to meet…
- It depends on whether they sent you to a resort frequented by “target” women, that is, meeting that profile …
- It depends on how the entertainment will be organised, or how many contact opportunities will be created …
- It then depends on your positioning, and whether the women will be sensitive to your positioning and your offer.
- And finally, dear Marco, if all these conditions are favourable, everything will depend on your ability to “convert”, that is, on your ability to make your offer attractive.
Because no one will jump on you just because you are there showing off.
What’s more, in the same resort there will be dozens of other Marco, Franco, Andrea, Luca…
Why am I telling this story?
Because picking up is very similar to creating lead generation and sales campaigns.
In fact, when we talk to a potential customer about our lead generation services, we always receive a question that reminds me of Marco’s catchphrase. The question sounds like this:
– How many leads can I expect?
The answer is the same one we gave to Marco:
IT DEPENDS.
- It depends on whether you have chosen a supplier that understands your goal…
- It depends on whether you can describe to the supplier the profile of the ideal prospect you would like to meet…
- It depends on whether there is an audience of prospects in target, i.e. meeting that profile…
- It depends on how the lead generation activity will be organised, that is, how many contact opportunities will be created…
- It then depends on your positioning and whether the prospects of that audience will be sensitive to your positioning and your offer.
- And finally, dear customer, if all these conditions are favourable, everything will depend on your ability to “convert”.
Because no prospect will buy from you just because you are there.
And moreover, there will be dozens of other sellers per prospect, each one with its own offer …
Marco, however, has always had a lot of girlfriends since.
If you also want to find new girlfriends every month, pardon: new customers, here’s the right resort for you:
The Future of Lead Generation in B2B Markets
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