Proven sales tactics can have limited impact in B2B sales if lead gen isn't the top priority.
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To dominate in sales to campgrounds, it's necessary to pursue a segmented marketing strategy -- and that means you have to be thoughtful in assembling your prospect lists.
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How to Tell If You Have a Good Lead List
The best lead lists share several characteristics that are essential in selling to campgrounds. Right out of the gate, you'll want a list that has been generated from a large contact database. For example, Experian Business Services offers B2B lead lists that have been culled from more than 14 million active U.S. businesses. For sellers to campgrounds, a large database equates to a larger pool of targeted sales prospects. Since lead quality plays a primarily role in conversion percentages, you'll also want to focus your efforts on providers that are well established and reputable.
Use Lead Lists to Reach Off-List Leads
Many business owners don't fully appreciate how lead lists can expand their prospect pool, sometimes even beyond the names contained in the list itself. After you have qualified the campgrounds on the list, each contact is an on-ramp a larger network of campground contacts that can be tapped into through telemarketing, sales calls and online social networking.
By using lead lists as a catalyst for business networking, you extend the list's ROI far beyond the initial campaign. Although you will likely purchase additional lists later, you'll improve your industry presence when you conduct follow up networking with the leads you acquire right now.
Lead Lists: Build or Buy?
Business owners often avoid lead lists because they feel they can produce the same results using in-house resources. However, they often overlook the fact that lead list providers are specialists who are extremely adept at identifying targeted leads. Subsequently, a good lead list provider can produce a list of prospective campgrounds at a cost that is much lower than in-house lead generation. Additionally, the best list providers have developed mechanisms that capture new campgrounds as they enter the marketplace and meticulously maintain their contact databases. For the majority of in-house sales units, it's impossible to match the performance of third-party list providers.
Other Options for Getting Business Leads
Finding new customers by buying business mailing lists from mailing list and lead database brokers is a no-brainer. Still, make sure you think outside the box a little.
For example, try calling up a peer company that sells to the same market as you do but is not a direct competitor. Ask them if they are interested in swapping leads. This is a great way to get access to leads that may not be in the lead databases at the big business list sellers.
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