Lead generation isn't as easy as the experts make it sound. Identifying legitimate grain and feed handling equipment business leads requires an investment of time and expertise that many businesses simply can't afford.
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There are a limited number of grain and feed handling equipment businesses in the U.S.. You can't sell to all of them, but good business mailing lists target high value prospects so you can concentrate on prospects that are most likely to convert.
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Lead Lists: Build or Buy?
Sales managers often question the value of lead lists based on the belief that their sales teams can generate the same leads in-house. However, they often overlook the fact that lead list providers are specialists who are extremely adept at identifying targeted leads. The top lead list companies can produce a list of prospective grain and feed handling equipment businesses at a cost that is much lower than in-house lead generation. Even more, world-class lead list vendors have developed mechanisms that capture new grain and feed handling equipment businesses as they enter the marketplace and are religious about updating contact information. For most in-house sales units, it's impossible to match the performance of third-party list providers.
How to Tell If You Have a Good Lead List
The best lead lists share several characteristics that are essential in selling to grain and feed handling equipment businesses. Right out of the gate, you'll want a list that has been generated from a large contact database. For example, Experian Business Services maintains an updated list of more than 14 million active U.S. businesses. For sellers to grain and feed handling equipment businesses, a large database equates to a larger pool of targeted sales prospects. Since lead quality directly impacts conversion rates, you'll also want to focus your efforts on providers that are well established and reputable.
Lead List Metrics
Multiple methods exist for measuring the effectiveness of grain and feed handling equipment business lead lists.
For starters, conversion rate (number of sales/number of leads) is essential in measuring lead list success and failure rates. But you may also want to think about integrating a few other metrics into your assessment routine.
A units-per-lead measurement demonstrates the quality of the leads in your lists. When compared to your internal lead generation metrics, a low figure here could indicate a provider that isn't performing adequate qualification or lead filtering. Along the same lines, individual metrics for your sales staff indicate how well each of your team members is using the leads they receive through a third-party supplier.
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