New lead generation has a tendency to become more challenging over time. But for companies that sell to commodity brokers businesses, a frustrating decline in sales may come sooner rather than later.
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Despite the fact that lead lists can streamline the sales cycle, to achieve maximum ROI it's important to buy quality lists from proven list providers.
Criteria for Lead List Vendor Selection
In our experience, third-party lead list providers are definitely not created equal and Experian Business services stand out from the crowd. What sets them apart is that Experian has all of the qualities we look for in a good lead list provider, including the following:
- Large database. We think it's important for businesses that sell to commodity brokers businesses to rely on leads that have been selected from a large, national database. Why? Because more contacts equates to a higher volume of truly qualified leads.
- Updated contacts. Contact updating is lead list 101. Long contact lists are worthless unless they are regularly updated for accuracy.
- Delivery speed. When your business needs a new supply of commodity brokers business leads, you can't afford to to incur vendor backlogs. Good list providers respond to client requests in hours or less.
Third-Party Lead Lists Versus Do It Yourself
It's a common misperception that lead lists are cost-prohibitive for most sales programs. Although there is an added expense associated with lead lists, the price of generating leads using internal resources is more than the amount of cash you'll spend to acquire a reliable list. If you factor in the cost of maintaining constantly updated commodity brokers business contacts, it's not difficult to see why lead lists are an attractive alternative to internal processes.
Leads vs. Prospects
A first-rate lead list provider, your provider will deliver an updated lead list that has been sorted according to company size, years in business, zip code and other criteria. But your work isn't done yet. Unless you are using the lists for mass marketing campaigns (e.g. direct mail), list contacts need to be further qualified by your sales team. Since the commodity brokers business contacts have been generated from a large database of updated prospects, you'll have better higher conversion rates -- but you'll still need to expend energy to achieve maximum return on your investment.
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