The old way of selling no longer works, particularly in business-to-business (B2B) sales. Information is readily available online for anyone interested in a product or service, making the salesperson almost obsolete - at least in the early stages of a customer's quest. That's why building relationships with prospects and nurturing qualified leads are more important in today's world of complex sales than cold calling or making pitches. Lead generation consultant Brian J. Carroll advocates having your marketing department manage a well-designed program to feed the sales pipeline. He covers the fundamentals of creating a lead generation strategy that emphasizes quality over quantity, from fashioning an ideal customer profile to using a variety of communication tactics to convey your message to potential customers. He also discusses how to nurture leads until they are sales-ready. getAbstract recommends this tactical update to anyone in B2B sales or to those who are pursuing a progressive lead generation strategy.
In this summary, you will learn
- How to create and customize a strategy for finding new, high-quality customers;
- Why marketing and sales must work as a team; and
- How to generate leads, build relationships and convert prospects into clients.
About the Author
Brian J. Carroll is the CEO of a B2B sales consultancy. He is a frequent public speaker.
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Greenleaf Book Group, 2015