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Checking the email inbox? Nothing there but spam.
No business enquiries, Zilch.

This is a marketing strategy designed not to lead to sales appointments. Size doesn’t matter when it comes to developing solid B2B leads. Small business lead generation will keep a company afloat just as it will for large corporates.

Sales appointments don’t come to those who passively wish for them, but to those who go out and make business lead generation a valued part of their sales and marketing strategy. The research conducted during previous recessions is conclusive: those companies that invest in their marketing not only survive the downturn, but get are first to get the business when spending picks up.

There are a number of ways to get inside of companies that may do business with you, and the more methods you combine, the more likely you are to be successful at business lead generation. But, advertising, email broadcasting, posting brochures snail mail (remember that?) are all passive. What are you actively doing to knock on doors, not just any doors but the right doors? 

But you say, everyone is cold calling now, there is too much ‘noise’ out there. Yes that’s true, and few are getting anywhere because all they make is noise. 

Sales appointments come when the person doing the dialing understands how, before they call, to research a prospect, get the name of decision maker, develop a line of open questioning that doesn’t sell or data dump. Those that achieve their sales appointment business generation objectives ask prospects about their needs and wants and develop those issues. It takes smarts to develop B2B leads. And it takes listening and questioning skills and perhaps most importantly business acumen.

There is often far too much emphasis on the close. If business lead generation is done professionally, the prospect will be asking you for the appointment, not the other way around.

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