Wednesday, October 14, 2009

Fishing for Clients— the Lead Generation Process

Summer has officially come to a close, and with it, many fun-in-the-sun activities. If you happen to fish in your spare time, you may think fishing season is over. But if you’re looking to market your company through the winter, the season never ends! 

Because the lead generation process is, in fact, very much like fishing. After all, the effectiveness of a strategic marketing plan is just a factor of how much you can get prospects to “bite” at your campaigns. Any good fisherman will tell you it takes more than a glitzy lure and a bit of bait to catch a fish. 

The good fisherman starts by deciding just what he is fishing for— lobster? Salmon? Trout? Depending on the catch, the location will be vastly different! The lead generation process is similarly different according to the chosen target market. And a fisherman will not want to crowd close to other boats, where fish may be drawn away. In this way, your strategic marketing plan should delineate how you will compete with other companies and “fish” in areas with less competition. Then there’s the question of equipment. Will you need lobster traps? A fishing rod? Or maybe a net? 

To launch an effective lead generation process, you need to take in all of these kinds of considerations, like a fisherman. You need to define your best target market, resolve on where to find the leads, figure out how to get them interested in your product or service. You need to make sure that prospects instantly understand the difference between your offering and your competitor’s, and get them to act and ultimately pay for your offering.

The positioning strategy defines how to project your offering as visibly and attractively as possible, so that your potential client base (i.e., target market) will easily recognize it and will show increased interest in your offering. 

Are you ready to fish for new clients? Do you know which segment would be the most profitable for you? Do you have the right positioning strategy in place? If not, it’s time to equip yourself!