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Lead Generation for the Complex Sale
Book

Lead Generation for the Complex Sale

Boost the Quality and Quantity of Leads to Increase Your ROI

Brian J. Carroll
McGraw-Hill, 2006

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Editorial Rating

7

Qualities

  • Applicable

Recommendation

The old way of selling no longer works, particularly in business-to-business (B2B) sales. Information is readily available online for anyone interested in a product or service, making the salesperson almost obsolete - at least in the early stages of a customer's quest. That's why building relationships with prospects and nurturing qualified leads are more important in today's world of complex sales than cold calling or making pitches. Lead generation consultant Brian J. Carroll advocates having your marketing department manage a well-designed program to feed the sales pipeline. He covers the fundamentals of creating a lead generation strategy that emphasizes quality over quantity, from fashioning an ideal customer profile to using a variety of communication tactics to convey your message to potential customers. He also discusses how to nurture leads until they are sales-ready. getAbstract recommends this tactical update to anyone in B2B sales or to those who are pursuing a progressive lead generation strategy.

Take-Aways

  • A thoughtful, well-designed lead generation program will increase your revenue.
  • Leads are prospects who want to learn more about your product or service to see if you can provide solutions to their business problems.
  • Lead nurturing is the process of developing relationships with prospects over time.

About the Author

Brian J. Carroll is the CEO of a B2B sales consultancy. He is a frequent public speaker.

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