There are things marketers should and should not do. One of the things that a marketer must never do is to avoid annoying their prospects. In doing lead generation, I know we can all get ahead of ourselves especially when it looks like we aren’t going to meet our quota or are just having plain old back luck in finding new prospects.
Generating leads is what marketers do. They come up with new ways to attract prospects and explore new methods with which to better the capability of their marketing campaigns in generating leads. However, a marketer should never poke the nest too many times if he/she doesn’t want to get stung. Are you familiar with the idiom “to stir up a hornet’s nest”?
When you talk about stirring up a hornet’s nest, it normally means to cause trouble. And well, “poking the nest” too much will really cause trouble for your company in the lead generation department.
When you mess with a hornet’s nest, all the hornets come out to try and defend it. You’ll end up getting stung multiple times and that is not an experience you want to have, especially when we liken this scenario in lead generation for B2B leads.
Here’s why you should not mess with the hornet’s nest!
An annoyed prospect will not convert into a lead.
We are probably guilty once or twice in making too many attempts to turn our prospects into leads for our company. If you know you’re guilty, then you perhaps already know how such situations end – the prospect does not convert. If they don’t convert, well, you have just lost a potential lead and a sale.
Why did your prospect not convert? The reason may be your incessant attempts at marketing your company to them. Some prospects may not be considering your services at the moment; others just don’t need what you offer. As a marketer, it is important to know when the prospect is ripe for your approach. You cannot just go throwing offers left and right hoping that they convert. Also, remember that if they do not give a positive response when you first make contact that it is best to try again at a later time. Do not keep coming back until they have to tell you to stop contacting them.
An annoyed prospect could lead to negative feedback.
One of the most powerful tools that humans have at their disposal is their own mouths. Word of mouth travels quick and can be passed on quickly from one person to another. If you annoy your prospects with too many offers, it may not mean well for your company especially if your prospect has a large network of connections with which you also plan on marketing your company to.
When one of your prospects who you have annoyed to no end starts talking with their business contacts, your company may come up. If this happens, your prospect may start to tell their connections about how your company tried to convert them into a lead to no end! Negative feedback such as this will tell others to steer clear of your company so it is important that in doing lead generation for business to business leads that you know your limits. Negative feedback is certainly not good for your marketing efforts.
So in performing lead generation, it is important to know just what you can and what you cannot do as a marketer. What you certainly cannot do is convert every prospect company you have into a lead.
Know your approach. If you use telemarketing, don’t call too much. If you use email marketing, don’t send your prospects the same junk email too many times in a work week. It helps to know your limits when it comes to lead generation.
What do you know that ticks off your prospects? Care to share some thoughts?