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That’s why the first key to business lead generation must be to find out who is the decision maker. Purchasing off-the-shelf b2b leads won’t tell you that.

The second key is researching the prospect’s areas of pain. If you are looking for a sales appointment why should a decision maker agree if you aren’t going to fix what hurts? Why go to a doctor if you are not going to be cured? So understand that business lead generation really means curing business ills. Ask where it hurts, diagnose the malady and prescribe the right medicine.

Key number three to picking up qualified sales appointments is to get the prospect thinking out of the box, getting them to consider not just what they need but what they want.

It is human nature to put off getting what we need, but rarely do we take the same view of what we want. We might not need a new TV, but we really want that 50-inch HD with a 50,000:1 contrast ratio, even if it costs more. So, focusing on wants is also an effective way of getting away from the cost objection such as, ”Neville, if cost wasn’t an issue what would you really want to have?” It’s a good way to shift decision makers away from being just single dimensional b2b leads.

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