Doing business with laboratory equipment service and repair businesses is much different than what you might expect it to be.
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To begin with, most laboratory equipment service and repair businesses exercise caution when making purchases. Clear messaging is essential, but that alone may not be enough unless you have a good database of prospects to call on.
How to Get Quality Leads
Lead generation methods for B2B sales are extremely diverse. Customer referrals, industry contacts and other strategies can be found throughout the industry.
But even though a handful of quality leads are enough to prime the pump, you will ultimately need an ongoing source of leads to drive your sales cycle. Lead lists deliver a constant supply of laboratory equipment service and repair business contacts that can be sorted according to precise sellings criteria.
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 consistently deliver filtered lists of updated leads and are careful to include new laboratory equipment service and repair 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 has proven itself to be a supplier of consistently high quality laboratory equipment service and repair business leads that convert at higher rates than leads that have either been generated in-house or provided by other vendors.
Lead List Metrics
There are several metrics that can be used to evaluate the effectiveness of laboratory equipment service and repair 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 dismal units-per-lead number indicate a provider that isn't performing adequate qualification or lead filtering. Similarly, individual metrics for your sales staff indicate how well each of your team members is using the leads they receive from your vendor.
Types of Data Available from Lead Database Vendors
In dealing with the biggest lead list companies, you usually receive Company Name, Contact Name, Address and Phone Number. The actual data varies depending on which mailing list company you buy from. In some cases, for example, you can get fields like Subsidiary Status, Credit Rating Scores and Type of Business (SIC/NAICS).
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