«

Jun
24

#1 Source for New/New Business – The Lead Generation Wormhole

So you are looking for a way to break the laws of business development physics and defy the time proven challenges of getting new business from a NEW client while also offering NEW services/products?  You want the thrill of making the diagonal leap!

Question:

How do you decrease the risk and increase the odds of taking a new offering to a new client?  How do you overcome the naysayers that tell you that you should innovate later and worry about taking care of your baseline business today?  What if you could have your baseline business and NEW/NEW too?

Answer:

One of the most overlooked “shortcuts” to new business at a new client is following a known contact from one company to a new one.  Have you analyzed your contact database recently for these opportunities for immediate business growth?

Explanation:

Most organizations have a tendency to see “bounced” emails, “return to sender” mailings, and “that number is no longer valid” voice messages as dead-ends.  The other perspective (assuming you didn’t know some was leaving a company before they left) is to look at this as an opportunity to follow your contact into a new company.  And if the contact is a happy client from previous business dealings, you may have the best kind of lead you could possibly ask for – a referral and an introduction into and around their new company.

What You Can Do:

Have you done a validation of the location of all of your contacts in your contact database/rolodex/CRM?  Have you checked their information against their LinkedIn profiles?  Their corporate directories?  Their deliverability through email, phone, or postal?

  1. The most efficient and effective option is to have someone outside your firm verify and validate all of your contact records and append the information for those that have moved companies.  The records that get updated to a new company are a great source of new and immediate business opportunities. 
  2. The second approach would be to email all of your contacts and see which ones come back as undeliverable (keep in mind that some companies have their email servers set so that emails from employees who have left get directed to someone else or go in a general catch-all).  
  3. The third approach (but perhaps quite expensive) is to send out a physical mailing to all of your contacts after running an NCOA on a your list so that you aren’t wasting money on known bad addresses.  
  4. The fourth approach would be to call all of your contacts (or have a group with telemarketing/telesales capabilities do it).  
  5. The fifth approach would be to drive around to all of your contacts so see if they are there – this would make for a great road trip, sightseeing, and maybe a good reality documentary!
No matter which approach you choose, you have some business leads sitting right under your nose that have probably been waiting for you to contact them and ask for the order.   

Leave a Reply

Your email address will not be published.

You may use these HTML tags and attributes: <a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <cite> <code> <del datetime=""> <em> <i> <q cite=""> <s> <strike> <strong>