The most difficult of all types of lead generation is that done in a very crowded marketplace – and by extension, it is the most diffuclt to do well. However, it is often in these markets that people need the power of effective lead generation to get their business going.
Some markets just do not lend themselves well to telephone lead generation – SEO being a prime example, because it has a bad reputation, and people have virtually no way of assessing the probity of the business, or their results, over the telephone. Added to this is the sheer volume of companies in the SEO space.
Other businesses operate in an equally crowded market, but they can exploit a high quality lead generation campaign successfully. Recruitment companies and IT services companies are both good examples of very busy industries where top quality lead generation can provide an excellent return on investment.
They key is to focus on the defining elements of the business; what makes it stand out from the multitude of other businesses in the industry? It could be anything from the size of the company, to location, product or service specifics, price, delivery; all of these things represent a niche to start generating leads around. To make this strategy work, a lot of effort has to go into finding out about the business and where these angles might lie.
Often the most powerful way of generating the leads is to work out how they speak to the failings of competitor companies, and use that to highlight how good the client company is.
So for example – we once worked with a security company that had a particular niche in remotely monitored alarm and CCTV systems, which drammatically cut down the amount of false alarms causing the police or site manager to be summoned. Instead of saying, ‘Our drammatically reduces the amount of false alarms’ the most effective strategy was to say ‘A lot of our customers had got extremely frustrated with the amount of false alarms they were getting with their previous supplier; but this is working well for them.’
There is probably some sales psychology that someone could point to that causes that, but it has been proven again and again as a very strong lead generation tactic.
Take a look at our lead generation website and our services page to see how we can help you with your lead generation strategy.
