How Not to Generate Leads

February 4, 2010 at 5:19 PM Leave a comment

I’ve mentioned before that 70% of all sales leads are discarded by sales teams, and the reason is the obvious one: poor quality.

A couple of posts on grokdotcom are adding some insight. Brendan Regan notes that marketers who try to increase their conversion rate often do so by lowering the quality of their leads. Ultimately, their boosting their own numbers and giving junk to sales.

Melissa Burdon lays into a site that asks for personal information too early.

Remember, it’s not about you or your sales process. Your visitors are volunteers in the process and are coming to your site with motivations and intent

It was Peter Drucker who said that in the dance between the customer and seller, the customer is the lead. That’s a hard fact for people to accept, but a necessary one.

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Thompson Morrison

Thompson Morrison

About Thompson

As CEO of FUSE Insight, Thompson Morrison uses powerful new web interviewing technologies to help businesses better align their brand with the needs and aspirations of their customers. Learn more at www.fuseinsight.com

 

"The single most significant strategic strength that an organization can have is not a good strategic plan, but a commitment to strategic listening on the part of every member of the organization." -- Tom Peters

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