You may have heard it before but this benefit of appointment setting is so important, it bears repeating. Your business will not last long if you ever have lesser and lesser work to do. And by work, it is not necessarily the stressful labor that many in the business world associate with the word.
As a matter of fact, stress will only result because your rate of productivity is highly unstable and worse, highly unsustainable.
Sales Leads – Another Form Of Business Fuel
Businesses require a lot of resources to keep running. They need money. They need time. They also need opportunities.
That last one is what your lead generation process is supposed to provide. Without opportunity, your production is wasted. And with wasted production, you end up wasting both money and time.
Granted, there are many attributes that need measuring in order to fully map-out how productive your leads are making you. The following lists some of the major ones so make sure to always keep them in check:
Lead quality – How informative are the leads? Do they have everything your salespeople need in order to deliver a successful appointment presentation? Never forget that a qualified lead is more than just a name and an email address. You want to save your salespeople the trouble of constantly asking the basics and getting straight to the bigger challenges that prospects might have.
Company resources – Money and time are not the only resources of your company has. Make sure that the leads you have generated are not done so at a rate that is too much beyond the capacity of your other business processes. This is not only a note for your marketers but also for your salespeople. Secondly, you should not also be expending so much on marketing itself (especially when it is not even the core of your business).
Cost evaluation – Make sure that you organize your costs properly. This is not just your accountant's responsibility. If you cannot check if your in-house lead generator is eating too much of your finances, you might as well outsource an appointment setting company to have a more definitive cost. And even then, make sure to remember that quality should still be maintained in order to further justify the decision.
When marketers (both within companies and in independent providers) clash with other parts of your business, that is a sign that your productivity is being compromised. The key to making it productive for you is to make sure that it does not demand more than it has to.
Once more, it is not just about generating leads nonstop or making sure that marketing does not eat up too many resources. It is about using that control to stabilize its place in your productivity. Your main objective should always be to generate sales leads that keep a stable amount of work flowing in!