Proven marketing strategies can be worthless in B2B sales primarily because businesses convert differently than consumers, which is why lead generation is job one when selling in this market.
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To dominate in sales to utilities businesses, it's necessary to pursue a segmented marketing strategy -- and that means you have to be thoughtful in assembling your prospect lists.
Finding Sales Prospects
First-rate lead lists increase the odds of positive utilities business responses. But before you can close deals, you'll need to use your lists to engage in prospecting.
Like it or not, there is no way around the hard work of picking up the phone and using the lead list to qualify prospects. Although not every utilities business on the list will greet your efforts with enthusiasm, the payoff for an investment in a targeted lead list will be noticeably higher conversion rates.
What Companies Sell Leads?
Online searches are usually the first place sales managers go when they're looking for a lead list provider. The Internet has obvious value, but it doesn't tell the whole story. Many online vendors are big on promises and short on execution, so it's important to verify each provider's claims and references.
We've known many lead list providers throughout the years, but we have been consistently impressed with Experian. One of the reasons we like Experian is because they have a database of more than 14 million U.S. businesses. Companies that sell to utilities businesses appreciate Experian's ability to deliver updated leads that have been filtered to meet precise geographic and demographic criteria.
How to Get Quality Leads
There is no single method for successfully generating leads in a B2B business. 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 satisfy your sales unit's craving for new prospects. Lead lists offer a steady stream of utilities business contacts that can be sorted according to precise sellings criteria.
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