New lead generation has a tendency to become more challenging over time. If you leave lead generation to chance, a frustrating decline in sales may come sooner rather than later.
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Nowadays, petroleum products and equipment businesses expect vendors to find them. The good news is that a modest investment in lead databases can enable the process required to identify high value leads throughout the industry.
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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 highly skilled in identifying targeted leads. So a decent list provider can produce a list of prospective petroleum products and equipment businesses for a fraction of the investment required for in-house lead generation. Not to mention that first-tier lead list companies have developed mechanisms that capture new petroleum products and equipment businesses as they enter the marketplace and meticulously maintain their contact databases. For most in-house sales units, it's just not possible to keep pace with the professionals.
Use Lead Lists to Reach Off-List Leads
Many business owners miss the fact that a single lead list has the potential to dramatically expand the company's prospect base, sometimes even beyond the names contained in the list itself. After you have qualified the petroleum products and equipment businesses on the list, each contact is an on-ramp a larger network of petroleum products and equipment business contacts that can be tapped into through telemarketing, sales calls and online social networking.
By working its network of contact, you extend the list's ROI far beyond the initial campaign. Although you may choose to purchase additional lists later, you'll gain industry influence when you conduct follow up networking with the leads you acquire right now.
Lead Selection: Which Leads to Buy
Sort and filter features are an important consideration when buying lead lists. Remember: Your goal isn't just to acquire as many petroleum products and equipment business leads as you can get your hands on. Instead, direct your focus toward provider lists that deliver pre-qualified leads. For example, Experian, the forerunner in B2B lead lists, makes it easy for their clients to sort and filter leads by geography as well as a variety of demographic criteria including company size, years in business, number of employees, etc.
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