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It’s Only Common Sense: Great Salespeople Generate Leads—Here’s How

Well, I heard it again this week: The fingernail-on-the-blackboard noise of a salesperson telling me, “I am long past finding new customers; I’m now a relationship manager.” Are you kidding me? Really, if these were the old days, you’d have your straw boater and sample valise taken away and you’d be thrown off the train before it got to River City!

Nope, sorry, Mr. and Mrs. Relationship Manager—salespeople not only sell or manage relationships; they also have to find the customers. They must come up with new target accounts. In simplest terms, they have to generate leads. They have to find people who might want to buy their wares.

In the end, this is what sales is all about. It’s the tough stuff, the work that separates the men from the boys and the women from the girls. Lead generation is where it all begins for the great salesperson. Without the leads, you have nothing.

Just like those losers in “Glengarry Glen Ross,” Mitch and Murray are not gonna give you the good leads. That’s up to you. A true salesperson finds the leads. They do the research and the digging. That is the real work of a true salesperson, especially a great salesperson.

To help you out, here are 22 ways to generate leads. Call me if that’s not enough and I’ll give you another 22.

1. Networking: Attend industry events, conferences, and trade shows to connect with the right customers.
2. Referrals: Oh, I do love those referrals. There is nothing better than a satisfied customer selling your products and services for you. It’s the best.
3. Cold calling: Now, don’t wince. Just do it. Reach out to prospects who have shown some interest in your products, those people and companies who fit your ideal customer profile. Don’t have  profile? Uh oh, time to get to work.
4. Email marketing: Personalized email can be effective in getting the customers interested in what you have to offer.
5. Social media: Don’t show your age by saying you don’t believe in social media, or that it’s just for kids. Get with it; it’s the 21st century. LinkedIn, Twitter, and Facebook are all valid and useful tools for lead generation.
6. Content marketing: Create informative and valuable content and post it on social media. The customers will come calling on you.
7. Webinars and workshops: Host online or in person. These are very effective at highlighting your expertise and your products.
8. Partnerships: Collaborate with complementary businesses to take advantage of an opportunity to double your database (but choose your partners carefully).
9. Success stories: These demonstrate the value of your products and services better than anything else you can do. Remember that people love stories.
10. Landing pages: Create a compelling landing page with a strong call to action. This is a great way to capture leads.
11. SEO and SEM: These are arguably some of the most effective lead generation tools available today. Avail yourself of knowing how to use them effectively.
12. Inbound marketing: Create valuable content like e-books, white papers, and columns. Give them away in exchange for contact information.
13. Live chat: Set this up on your website to engage customers who are visiting the site.
14. LinkedIn sales navigator: This is valuable for advanced search and lead generation to identify and connect with potential customers.
15. Customer events: Host customer appreciation events or exclusive gatherings to build loyalty, generate goodwill. It’s a very effective way to get leads.
16. Direct mail: Just imagine getting a real letter with a handwritten address. Who can possibly resist opening that? Direct and personal mail is one of the “new” ways to approach customers. Just for an extra push, make sure you add the word “confidential” on the envelope.
17. Panels and forums: Set these up with companies you want to do business with. If you want to sell boards to a certain contract manufacturer, invite them to participate in a panel discussion.
18. Customer reviews and testimonials: Again, there is nothing better than a happy customer telling other potential customers how great you are. You can say it yourself until those proverbial cows come home, but it will never mean as much as when one of your customers says it.
19. Podcasts: People love listening to podcasts, especially when they are on topics that they care about. Develop informative podcasts about topics that your customers are interested in. They’ll beat a path to your door.
20. Free trials and demos: Customers love samples, especially useful ones. The key is to get a potential customer to try your product. If it’s as good as you say it is, they will want to keep using it and that means they’ll start buying from you.
21. Attend meetings and local events: Join local organizations in your area and in your field. There is nothing better than being part of an organization loaded with potential customers. You’ll be as happy as an insurance salesperson at a Christmas party.
22. Customer surveys and feedback: Use surveys not only to gather information about potential customers but also as an excuse to engage them in a productive conversation.

Phew! That’s enough to grow on, as they say. Remember that successful lead generation requires a combination of these strategies. Know your audience and what tactics work best so that your efforts are the most effective with that particular group. Like everything else, results must be measured. Keep track of what works best and use it repeatedly. Do this and you will generate a boatload of great leads.

It’s only common sense.

Dan Beaulieu is president of D.B. Management Group.