1. Define your goals - Be clear on what you want. Do you want 20 more leads in your database? Do you want to generate $995K in net new customer revenue this year? Do you want to add 15 new clients this quarter?
2. Develop a lead generation calendar - Map out your activities for each month and then really follow it! Don't just make irrelevant pitches more often! Create a plan to add value every time you touch your future customers with relevant ideas, content and resources.
3. Build your personal prospecting engine - Leverage these activities by communicating with your prospects, customers, networks and alliance partners in a consistent manner by using traditional direct marketing methods such as direct mail, phone calls, and personal email messages.
4. Use your CRM - Don't create the biggest database of contacts possible. Instead, seek to create the most relevant database possible that contains the right companies and contacts that influence the buying decision. In the beginning, you won't have all the data you need. Be patient and you'll build the opportunity profile over time. See each conversation as an opportunity to build a relationship.
5. Be consistent - Remember the fable about the tortoise and the hare? Dig your well before you're thirsty. No matter how busy you are, be sure to make time to do lead generation activities, especially if you don't have a marketing team supporting you.
Brian Carroll, CEO of In Touch, Inc. is the author of Lead Generation for the Complex Sale (McGraw-Hill 2006) and the B2B Lead Generation Blog. He is an expert in B2B marketing, lead generation and complex sales.
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