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Lead Generation for the Complex Sale: Boost the Quality and Quantity of Leads to Increase Your ROI Hardcover – June 7, 2006
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From the Inside Flap
With the complex sale emerging as the norm in todays business-to-business environment, its more challenging than ever to keep a consistent stream of qualified leads in your sales pipeline. Youve probably lost critical hours by relying on outdated methods or spinning your wheels looking for new tactics to push the sales needle forward.
Lead Generation for the Complex Sale arms you with a sophisticated multimodal approach to generating highly profitable leads. Brian Carroll, CEO of InTouch Incorporated and expert in lead generation solutions, reveals key strategies that you can implement immediately to win new customers, accelerate growth, and improve your sales performance.
You'll start by defining your ideal leads and targeting your ideal customer. Then, you'll construct your lead generation plan, a crucial step to staying ahead of your competition long-term. To help you put your plan into action, Carroll guides you step by step to:
- Align sales and marketing efforts to optimize the number of leads
- Use multiple lead generation vehicles, including e-mail, referrals, public relations, speaking events, webinars, and more
- Create value for the prospective customer throughout the buying process
- Manage a large group of leads without feeling overwhelmed
- Identify and prioritize your best prospects
- Increase the percentage of leads who become profitable customers
- Avoid lulls in the sales cycle
- How to increases the percentage of leads who become profitable customers
- Know how to identify and prioritize your best prospects
- Ready yourself for what's next new and promising tactics
With Lead Generation for the Complex Sale you'll learn how to target prospects early in the buying process and make the most efficient use of sales productivity and marketing resources. Plus, youll pursue and capture future opportunities for viable leads.
In a business environment where your competition is growing and your budget is inevitably shrinking, Lead Generation for the Complex Sale gives you the power to drive a fast, optimal return on your investment and keep a steady stream of new customers coming your way.
From the Back Cover
KEEP LEADS FLOWING THROUGH YOUR SALES PIPELINE!
“Leads are the lifeblood of selling. This book is the lifeblood of lead generation.”-Jeffrey J. Fox, bestselling author of Secrets of Great Rainmakers
“If you can't generate a solid flow of good leads, your sales force-and your company-will fail. In this book you'll find practical and useful tools for building your sales and marketing efforts into a powerful system to generate high-quality leads.”-Neil Rackham, author of SPIN Selling
“Read this book and take the complexities out of your lead gen activities!”-Anthony Parinello, author, .Getting to VITO, the Very Important Top Officer
“Carroll provides many ideas and lists to help companies improve, manage, and measure their lead generation performance. He does an excellent job of describing the use of the major contact tools for lead generation and nurturing.”-Philip Kotler, Ph.D., S. C. Johnson & Son Distinguished Professor of International Marketing, Kellogg School of Management/Northwestern University
Master the Three Key Elements to Generating Leads
- Closed-loop feedback-Produces information from the sales force that can be converted to actionable tactics
- An integrated database-Crucial for an accurate picture of return on marketing investment
- Open dialogue-Good lead generation identifies, initiates, and nurtures relationships with the right people
Top customer reviews
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Of particular use are the billeted summaries and graphics summarizing sections and giving action steps for implementation.
While much has changed in the worlds of email, webinars and SEO, making the portions of the book on lead gen using those modalities a bit out of date and less useful, the parts of the book on lead scoring, ICP (ideal customer prospect), ULD (universal lead definition, sales ready lead identification and the coordination and collaboration f marketing and sales are tremendously valuable.
The book is organized as a well-thought out process that takes you from some of the most common issues, such as defining your best leads and agreeing on a what a sales-ready lead is, to multi-modal tactics used to generate leads. In my opinion, the most valuable chapter, is the last one on lead nurturing, which combines many of the tactics highlighted early in the book into a framework to keep the conversation going with proper people at the proper level on a regular basis.
We are using many of the ideas in Carroll's book with great success. As someone who reads several business/marketing books a month, Brian's book is one of the most practical books I own. I have read it many times and refer to it often. Do yourself a favor and get a copy.
There are definitely better lead generation books on the market.
This book contains the strategies and tools for creating an in-house lead generation system that will help salespeople do what they do best: sell qualified prospects. This book will help transform companies into market/sales driven enterprises, critical to success in this age of hyper-competitively. I believe this is simply one of the best books on this subject (another is "The Fundamentals of Business-to-Business Sales & Marketing"). However many of the suggestions cannot be implemented and may even run counter to the politics and management of the organization you work for. Therefore most of the ideas won't work for a salesman in the territory pounding away daily to get sales. For example, aligning business systems and the value proposition to optimize lead generation is imperative, however I can't do that alone, neither can most salespeople.
If you're an entrepreneur, a sales leader or a manager this book is a must read with sage and up-to-date advice. For the salespeople on-the-ground and in-the-field better book selections for lead generation are "Selling to Big Companies" and "Selling Against the Goal." However, "Lead Generation for the Complex Sale" does inform every salesperson about the skills needed to be successful regardless of one's position. Knowing business metrics, how to profile and evaluate prospects, increasing the value of the sales process by being a consultant and not simply a vender with PowerPoint are all critical success factors for modern salespeople. Not only will salespeople be dramatically helped by reading this book, they may be able to create upward pressure for the business and management to improve as well.
Most recent customer reviews
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