Competence is also transmitted when talking about unsuccess stories.
Yes, not all lead generation projects work, especially if you’re target is wrong.
It’s important to know your ideal customer.
I’m sure that if they asked you your ideal woman, you’d be able to answer.
In fact, you would have the selection parameters in mind:
- beautiful body
- beautiful face
- and maybe not too much of a pain in the ass.
Then, you make an exception and you find yourself in the wrong marriage 😉
Customer selection is a little easier, but you can’t be wrong.
Among the cases that I’ll never forget there is a typical Italian project:
A company that has been rich for generations where know-how is still there, but market knowledge has been lost on the road.
It decides to invest in a lead generation project and it includes in its target companies to which it’s not able to provide the product because of objective technical limits.
Result: a number of sales opportunities that cannot be exploited, a poorly invested budget, general dissatisfaction (both with the supplier and, of course, with the customer).
It would have been enough not to include in the target those product sectors that, by their nature, are useless and concentrate on the right companies.
Company managers should have a fairly precise idea of their target, i.e. the type of potential companies. They should be able to indicate at least 3 selection parameters:
- more receptive commodity-related sectors
- most suitable company size
- and possibly the most interesting geographical area
It’s not always like that. In fact, I often hear myself say, “My potential market is the universe”.
Even if it were NASA, I would advise you to focus on a particular planet, if only for budgetary reasons.
Let yourself be followed by professionals who have learned the lesson and will help you not to miss out the target
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