Leading the way

This month, Business Support Specialist Heidi Green tells us about some of the best ways to generate business leads.

Lead generation is something of a mystery to many businesses, but let’s have a look at some of the ways you could be more successful and boost the leads you generate.

Is your current focus too broad? Is it taking a lot of time and effort with little result? Are the businesses that you’re contacting already fully equipped and their needs already met? More importantly – are they aware of the benefits your service can offer them?
The best way to approach this is to be specific and stick to one or two services that you know you excel at. Your competitors will most likely be doing the same thing, so it’s not enough to tell people what you do. You must also tell them why they should choose you over your competitors.
Branding is vital and can increase the amount of leads you generate. Be consistent across everything you do and ensure it reflects your brand.

Some common methods of lead generation are:

Telemarketing – calling potential customer to let them know about your business, or calling existing customers to tell them of an offer or new service.

Referrals – existing loyal customers can generate leads for you, providing you have done a great job for them, of course!

Promotions and gifts – online vouchers, free trials or free downloads, for example, can encourage people to engage with you.

Networking – people buy from people, get out and network; you never know who you’ll meet. Even if they don’t need your service, they may well know someone who does.

Keep a database – so you know when you need to re-engage with existing customers, for example, if you offer annual services get in touch the month before to remind your client.

Need more advice?
For more in-depth help and advice, contact Selby District Council’s senior business advisor, Heidi Green, at hgreen@selby.gov.uk or on 01757 292332.