For many lead generators, getting a prospect that is loved by the sales rep is already a noble pursuit. Compatibility between prospect and representative seem to be the decisive factor between a smooth, successful sales process and a department that’s viciously torn in two.
On the other hand, are the same lead generators really making a difference when they’re constantly called match like with like? Are different organizations completely defined by the common interests of just the salesperson in one and the single decision maker in the other?
What if they’re both just in the same comfort zone and aren’t really helping either organization as a whole?
It’s normal for you to make sure that there are no nasty surprises waiting for your sales reps whenever they decide to pursue some of your B2B leads. But on the other hand, there will always be a cap to how much you can assure them.
It’s like when you give somebody a superhuman mutagen saying there’s only 5% chance of something going completely wrong. Putting that 95% instead might sound impressive but the truth there’s really no absolute guarantee that it won’t create the next supervillain.
Whether you’re a marketer or currently got some marketing work to be done, how often have you been advised to ‘speak human?’
It sounds insulting at first but really, why is this piece of advice so prevalent? Are B2B marketers truly so detached from the man in the street? Or put it in another way, is the common man so incapable of grasping the complex value proposition of B2B marketers?
Well, in either case, maybe the best way to really speak human is to focus on story-telling.
You might not know this but there’s an increasingly large number of wandering workers in the world today. No, these aren’t the lazy hobos asking for a quick buck just from washing a window. These are fully-fledged professionals who simply lack full-fledged loyalty to a single employee.
And during times when traditional corporations are crumbling hierarchies, it won’t be long until you find yourself looking for sales leads from these wanderers.
At first, you’d think old-fashioned style of lead generation would get you closer to those who like doing other things the old-fashioned way too. Sadly, it could only be because attachment to nostalgia drives the decision to keep it all, instead of anything that’s really in a business’ best interest.