June 2007
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| Learn the purpose behind the chart and the Blackberry. |
Lead Generation for the Complex Sale
by Brian J. Carroll
Key takeaway tip – Do you have a sales process that requires education and nurturing over a long time (6 to 36 months), involving a sophisticated, highly customized solution to a key business issue facing a company? If so, you have a "complex sale." The author first discusses the implications of a complex sale and then outlines some steps to address these, including:
- Defining your best leads, and focusing on quality, not quantity.
- Getting crystal clear about your value proposition, so that it can be consistently communicated throughout the marketing and selling processes.
- Defining and executing a consistent multimodal lead generation plan with tactics relevant to your line of business – phone calls, e-mail, online marketing, events, direct mail, referrals, public relations, web site, and the like.
A convenient executive summary of the entire book can be found in chapter six – the critical success factors for building a lead generation plan.
