Thursday, 4 June 2009

The Problem with Selling in Lead Generation

Lead generation is part of the sales process, but it's not selling. It's a little like petrol. Petrol is an essential component in the car, but it's not the car.

This may seem self-evident, yet I see plenty of evidence that a large number of people don't fully understand this distinction. The most common error I see in lead generation copy is an attempt to sell the product or service to someone who isn't yet trying to buy.

Let's take a look at lead generation from the lead's perspective. What is s/he trying to achieve? It's almost certainly going to be one or more of the following...
  • Information
  • Price comparison
  • Understand the product, service or market
  • Find the right seller
  • Find the best price or deal
  • Find the right social benefit
A lead isn't yet ready to buy. They may well be ready to talk (i.e. become a lead), but are unlikely to do so until they understand why it's worth talking to you.

Your lead generation campaign has only one job to do - it must focus on selling the value of talking to you.