I don’t need to tell you that we are in challenging times:‘the Great Recession’ combined with a re-declining housing market. I describe that as a financial "1 - 2 punch"!
During this period, every company is challenged with the task of generating qualified leads while keeping costs to a minimum. You have basically two options:
1. You can either do it yourself, or
2. Hire someone else to do to it for you.
Either way, you need to pick a lead source. As experts in Lead Generation, Lead Nurturing, Qualified Appointment Setting, and Event Audience Acquisition, we are constantly looking at lead sources, reaching out to prospects, and trying to continue to earn business. We use the same policies, processes and procedures for our clients that we use for ourselves. Part of that process is the constant evaluation and refinement of what we do. This manner of doing things has proven to be successful time and time again.
Ultimately, when choosing a lead source you need to look for quality of the lead source, quality of contact lists, communication mannerisms, refund or supplemental policy, and pricing model.
Let’s look at each one in detail, describing what to look for, and help you develop you own questioning so you may find the best fit for your organization.
Quality of Lead Source
Ask to see their reporting, can you make sense of the numbers and information, or is it is a jumbled mess that you have to look hard and deep to find the information that you are looking for. Take a look at the overall total contact touches, per day, per week, per month. Are the touches per appointment consistent?
Quality of Contact Lists
Does your chosen lead generation company provide their own contact lists? How many sources do they use to generate the size of list required? Are those sources internal or external? How many bad numbers are they reporting? how may duplicate numbers are they pulling? How accurate is the contact information (position, title, name of company, etc.).
How often does your chosen lead generation company want you meet with you? Are they open to suggestions? Are they a true partner, interested in growing your company or are they just interested in doing just enough to fulfill the contract? Are they willing to be flexible in the initial stages of the campaign or is it their way or the highway?
Refund / Supplemental Policy
What is your chosen lead generation company’s policy on an overabundance of bad numbers, duplicate numbers, and incorrect contacts? Are they willing to refund you a portion of what you spend due to the bad information? Do they guarantee that they will replace incorrect entries with the right information? On the information that they do gather, is it complete; is it correct?
Is the pricing model from your chosen lead generation company too high or too low? What are you getting for your money? Why do they think their services are worth what you would be paying? Are they insistent upon a contract? How long is the contract? Is there an ‘out clause’ on the contract and what happens if you are not happy with the quality or quantity of service?
When choosing a lead source, you need to look for: quality of the lead source, quality of contact lists, communication mannerisms, refund or supplemental policy, and pricing model. Make sure you develop your evaluation criteria for which lead source to use and build your quantifiable matrix that is going to identify a successful or failed campaign. Without those, you will never know if your efforts were worth the dollars that you spent and if you made the right decisions. Everyone is trying to do more with less and whatever you decide make sure that you get the best value for your marketing and sales dollars!
How has the economic down turn effected your marketing efforts?
How are you going to address the every changing marketplace going forward?