Italy, summer 2015, 40°C (104°F) in the shade.
We’ll remember for a while the asphyxiating heat of summer 2015, and we’ll also remember that company that sent us a request for a lead generation spot, focusing on the sale of boilers.
The request, received through our lead generation systems, was specific and had a peremptory and urgent tone: to activate who knows what miraculous process to obtain new sales from August 1 to 31.
Wanting new sales opportunities, even in a month that is considered a taboo in Italy, is sacrosanct.
After all, suppliers’ invoices also arrive in August, and employees are also paid in August. Why shouldn’t we sell also in August?
The situation, however, is much worse if you sell boilers.
Can you imagine the installer with his armpit sweaty for having mounted yet another air conditioner in the extreme heat, proposing its customers, also dripping with sweat, to evaluate a new boiler? Or that sits with the supplier on duty to talk about thermostats?
But above all, can you imagine the installer’s reaction to a cold phone call (the only cooling moment in this article) that tries to encourage him to meet with a salesman to talk about boilers, in August, in Milan with 40 °C?
Faced with this request we have therefore smiled bitterly, sorry for this situation that we believe can be resolved. Certainly not with a spot, urgent and last-minute telemarketing campaign in the middle of August.
A successful lead generation must be an ongoing process that aims to mature the prospects over time, including August.
No spot campaign can help a company to obtain qualified leads today, except for a few lucky moments. And we don’t believe in luck.
Our advice for having HOT LEADS every month (the most appropriate adjective these days) is therefore as follows: