No relationship, business or otherwise, is purely one-way. Certain lead generation strategies can easily demonstrate this when it comes to relationships between businesses. More specifically, these strategies can help you to not only start these relationships but keep them going.
Your Lead Generator Is Your Channel To Your Prospect
Getting in touch is just the first step that a lead generator takes to qualify your sales leads. They need to establish both trust but at the same time, some form interest from prospect. Your salespeople can take a lesson from them when it comes to being careful with what you pitch. It can be difficult to balance between saying the things you need to attract interest and coming off as someone shady.
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The trick is to establish a prospect's need while at the same time using that need to give your prospect more reason to divulge the information needed for qualification. This might sound like you are trying to ransom that need in exchange for information. But in truth, it is actually more like this: you provide a service but you cannot provide this service properly unless you have enough information for it.
Here is an example to further illustrate: You are a B2B accounting firm but in order to have the best solution from a salesperson, your prospects must provide a name, contact information, and a general idea of what kind of calculations and standards they particularly emphasize. It is highly doubtful that most will have a problem with this condition but there will always be the occasional prospect who is highly protective of their privacy. This is the moment where your accounting lead generation can either just drop them or highlight how much this information is needed in order to properly assess their situation.
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This can also be applied even on your current customers. Haven't you ever had a customer who only wanted your accounting services but made things difficult because they restricted your access to the information you needed? You might think that these customers are only maintaining their security but on the other hand, they cannot fault you for not delivering given that the information they made available is just purely insufficient. At this point though, you need to have really demonstrated how this information fits in to your accounting processes.
So as you can see, your lead generator can play a significant role by making your prospect realize that your relationship with them is two-way. You are willing to provide a service or a product but they can only get as much as what they give. The should not expect you to read their minds and fill in too many gaps that are not your responsibility to fill.
Make no mistake, you are still called to respect the privacy of your customers and prospects. But at the same time, those same people should also realize that they may not fare well because they are being overprotective of even them most basic details. Use that reasoning in B2B appointment setting and lead generation to get your two-way relationship going!
