“Did I Ask Too Much More Than a Lot?, You Gave Me Nothing Now It’s All I Got“
Hope I don’t get into too much trouble for reprinting lyrics from the fantastic ‘One’ by U2 [Achtung Baby], but that sentence really does get you thinking about your own lead generation tactics.
I admit, it’s more than likely that Bono didn’t necessarily have online signup forms in mind when he penned the lyrics, but how true they are in the field of lead generation?
Quality lead generation is not what you’d necessarily refer to as an artform, but the tactics that make up your own online lead strategy are. Slapped right in the middle of the strategy is the first ‘them to you’ communication – the signup form.
Ask yourself, just how much information do I require in order to qualify and engage the customer? If you meet somebody at a trade show, how do you introduce yourself to a prospective client? Pretty much a name gets the conversation going, so why ask for a ream of information in order to instigate online communication?
Revisit your contact forms, signup forms and other “requests for information”. Are you simply asking too much? Can a quick personalised followup email do the trick far more than asking numerous questions which a potential client may find offputing initially? If so, and your contact forms are already hosted on specific pages whereby you should know the nature of the contact, why not simply ask for a name and email address?
The lead generation is part of an overall sales strategy and if you treat your potential clients with respect and attention they will provide you with all the information you need in order to tailor your commitment to their requests.
…and to quote Bono one more time, “We’re one, but we’re not the same”… so don’t treat your customers in the same manner!
