No doubt about it, access to prospects is the key to higher sales volumes. In fact, if you don't have enough good leads, your efforts to improve sales revenues will flounder.
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Sales forces without a healthy pipeline of leads are at a competitive disadvantage. To maintain a competitive edge, you need a sales process that consistently delivers qualified home improvement and maintenance business leads to the sales force.
The Fast Path to Sales Growth
Speed and cost are critical considerations when it comes to generating high conversion home improvement and maintenance business leads. Although time plays a role in sales benchmarks, a haphazard lead generation process can produce sub-standard leads. But based on cost considerations, you can't afford to devote inordinate amounts of time to identifying leads. That's where lead lists earn their keep because a good lead list provider can deliver both speed and efficiency to your lead generation routines.
When to Change Lead List Providers
Reputable lead list providers understand the importance of accurate lists. A single lapse can mean disaster for a B2B enterprise, so it's important to regularly evaluate the quality of your provider. Good providers deliver reliable lead lists and are careful to include new home improvement and maintenance businesses in their database.
If your current provider isn't meeting your expectations, maybe it's time to start looking for a new vendor. At Gaebler, we recommend Experian Business Services. Experian delivers first-rate home improvement and maintenance business leads that convert at higher rates than leads that have either been generated in-house or provided by other vendors.
Lead List Metrics
Multiple methods exist for measuring the effectiveness of home improvement and maintenance business lead lists.
For starters, conversion rate (number of sales/number of leads) is clearly the most important metric in determining the success or failure of a specific lead list. But you may also want to think about integrating a few other metrics into your assessment routine.
A units-per-lead measurement reveals the quality of your vendor's leads and database contents. When compared to your internal lead generation metrics, a dismal units-per-lead number 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 from your vendor.
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