I love lead generation. To me, it’s like a code to be cracked. I work with all types of businesses with many different goals to determine what marketing strategy and lead generation tactic will work best.
That’s why it drives me crazy when anyone touts that one type of lead generation strategy will work across the board.
I recently came across a professional on LinkedIn who made a bold statement about nurturing leads. She posted a pitch someone made and — I’ll be honest — it was a bad pitch. In response, she posted about the importance of nurturing people into becoming leads.
I agree that is a good tactic, but I don’t necessarily think it is a good tactic all the time.
Let’s say you are trying to sell to Person A and Person B. Person A hates being pitched. She feels uncomfortable and irritated when anyone tries to sell to her. Person B considers her time valuable and prefers that people get to the point. If she is being sold to, she’d prefer to be asked point-blank whether she wants the product or service.
Clearly, attempting to sell the same way to both people is a bad idea. Person A needs to be nurtured. The pitch has to be disguised. Person B wants the opposite. Just cut to the chase.
Great, you say, but I can’t read people’s minds. How does this help me?
Here’s the thing: you can predict which type of person you will be pitching based on your service and target audience. If you are a vendor for hotel chains, for example, nurturing your potential leads probably isn’t necessary. You can reach out to the decision-maker or gatekeeper at the hotel with a direct, customized ask.
Research the chain and mention important business details. Maybe you recently stayed at one of their hotels and loved the service. Once you’ve written your personal note, you can simply ask, “Do you need [what I’m selling]? If you do, let’s set up a call. If not, it was great to connect!”
On the other hand, you may be an accountant for entrepreneurs. That type of relationship tends to require more nurturing. Instead of reaching out and asking someone to sign up for services, you may say, “Hey, Person B, I see you have your own business. Fantastic! I work with business owners as a CPA and would love to connect with you in the event you need help in the future. Thank you!” Then you work your inbound marketing strategy with blog posts, interviews, and other tactics.
The key here is personalization to both the business and individual. The service you are providing makes a difference and so do the people you are reaching out to.
The point is that it’s all relative, which is why I dislike professionals saying one way is the only way. It’s all about uncovering the right code and executing.
About Chrissie Wywrot
Chrissie Wywrot is a B2B lead generator and personal brand strategist who works with passionate entrepreneurs and professional athletes. To learn more about her services, visit her LinkedIn profile or email her firstname.lastname@example.org.