Great Sales depends on handing over great Leads to the Sales department

As you can see on some of the other pages covering the topic of on-line Lead generation there are many tools available. Having great tools alone doesn't accomplish any result.

Successful lead generation depends on your ability to persuade another person to continue the conversation with you. 

You have initiated the conversation by virtue of your website's content. Now it's up to the visitor to decide to respond. He does so only when they feel you will help them in some way.
The key to this communication is understanding WHO you are speaking to.

Specifically, on your site you need to clarify:

1. Who in the company/organisation do you need to address?
2. What are their responsibilities?

It's essential that you know who you're making an offer to. A generic web page that tries to sell " everybody" is called 'shotgun marketing' and it's unlikely to generate quality leads.

The more you know about the person you're creating an offer for, the more persuasive your message can be. This is where "personas" enter into the picture. In PR & marketing-speak this means you've already separated out the different publics (for more information on this subject click here to read Al Ries's blog) and you are now differentiating further between the different 'persona', or the general demeanor of the individual.

Some texts on this subject are pure psychological mumbo-jumbo, but some are pretty good. Essentially, it has to do wth this: one type of buyer is impulsive, another is methodical and requires much more background info before willing to commit. These are two personas. The four main personas used in internet marketing are:

• Spontaneous (is amiable, not really Time-disciplined, wants fast answers)
• Competitive (likes logical arguments and challenges)
• Humanistic (Likes the "people-aspect" of your product or service)
• Methodical (needs proof, hard evidence and superior service)

...in order of importance on a webpage.

Whether or not you believe in this type of psych-based pigeon-holing, it does help somewhat to understand what you need to place on the web-page first, just below the top, etc,.
Put together a web-page and look at it from all four main attitudes. If you have them all covered your web-page stands a much higher chance of achieving a dialogue with the web-visitor and generating interested prospects for your business.

Further, each company has different functions. Each function is a Hat. The person wearing that "Hat" (eg. Financial responsibilties hat, Recruiting Hat, Production Supervision, etc.) views the company from that Hat and will make decisions based on that hat. At least that's what they're supposed to. However, in general, if they have any power in the buying process they will act professionally.

Once you know who or what Hat you're talking to, it's much easier to work out what they need & want. You then know what to say to them to secure a response (i.e. a lead).

Once it is clear what persona, or Hat you are addressing you can put the tools to use (see "Toolkit" section) to achieve a better, more accurate communication.

It follows then that a website contains good lead generating text. It has to have a relevant, precise and powerful message designed to extract the result you're looking for (i.e. a qualified prospect).

It's much easier to write good texts if you've done the preceding steps of separating out WHO and what Hat you are addressing.

An accurate communication that elicits an emotional response will get you qualified leads.

If you're looking to get more business leads from your website, we can help you do these steps.