5 tips for conducting a successful lead generation campaign to employers
When contacting employers by telephone to discuss their learning and development requirements, it’s good to develop the campaign in a structured way.
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What makes a good prospect for you?
Make sure that you have a clear idea about what makes a good prospect for you? What do they need to say to you about their requirements for you to be able to work with them? Do you want to generate follow-up calls or face to face meetings?
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Develop a targeted database
Think about which employers you would like work with in terms of industry sectors and size (either number of employees or turnover). By pinpointing these companies you can buy data that fits your target market.
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Put together a call structure
By this, I don’t mean a call script. I mean a fluid structure that you can work within, that ensures that you ask the questions that you need to ask before deciding whether you would like to engage with the employer further. It will keep you on track during your calls, and ensure that the same criteria is used for each prospect. This is especially useful when there is more than one of your team making the calls.
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Find the relevance
Contact employers where you have past experience of working within their sector, or with their sort of company. Maybe you have experience of working with SMEs, or with companies that have an existing management training programme that you have enhanced. This relevance will open doors when speaking to the employer.
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Put dedicated time aside for lead generation
It is very easy to get distracted by other tasks when you are supposed to be generating leads, but this will affect your flow and results. Put aside at least 3 or 4 hours in one sitting to make calls, call backs, and follow up leads.
Jan Woodruff
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