Preparation

How do you set about getting “leads?” How do you qualify them? How do you quantify them?
There is an equation that can help you in the decision process – Q x 2 – Qualify = ensure that they are in the target group to buy from you; Quantify = has their organisation the budget? i.e i the suspect a proper prospect?

If you are a new business then you might be able to draw up a lengthy and detailed list of companies you want to talk to. Constructing your “wish list” should be relatively simple in the early stages after all, you know your market, you read the local and trade press etc. But, remember the list can be long; 100 + names as a minimum so as to give yourself a broad target to aim for and to allow for the contacts who may well be unresponsive at the first attempt.

I don’t think it is possible to have too many leads. In my experience when working for News International and Miller Freeman, leads were aplenty. The stumbling block was actually having enough leads as your list will shrink!

So, consider purchasing a database. Many are available for sale, of variable quality. Then there are platforms like online and paper directories where you can research possible leads. Having said that, leads can come from anywhere. Networking, the press, sign boards, sponsorship of events and even job listings. The key thing is that you find out as much information as you can before you commence your marketing activity.

But what activity to undertake? Have a read of these other posts as they might help you decide……

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