Time limits. When it comes to software appointments, it is quite easy to start hating them. Time just had to be that one commodity you can never really take back. Once that second, minute, or hour passes, it is gone. Bye-bye. See you later. It feels like those really bad time limit games we have today. The only difference is that your software appointments are at stake and not just some trivial prize.
You may have noticed a few blogs on the subject of lead generation that take their ideas from popular gaming. Well, the following is a brief list of all those recent blogs for your reviewing pleasure. Gaming and business software are simply just two extreme ends of the software coin. When it comes to the things they have in common, lead generation is just the starting point.
Some appointment setting experts give off the impression that looks are everything or at least play an integral part in showing reliability. Others though wish to deviate from this rule on the count that showing off just simply goes against their company values. If you are ever the latter though, know that you are not wrong. It is just a matter of actually proving that you are more reliable than you appear.
When using content, people generate sales leads by trying to give advice. The value of this advice can vary depending on whether your provide a product or a service. Regardless, if you want to attract sales leads with any kind of expertise, you should always be ready to strut your stuff.
Assuming too much is never good for lead generation. Many prospects are easily turned off by marketers or salespeople who think they got everything figured out with just a few facts. On the other hand, you do not want to come unprepared. It is unrealistic to believe there are no problems you could have avoided if you had just a little more information.
Among your software leads, there are many businesses who are quite prestigious, professional, and their line of work is pretty high-end. Your prospects work in the high-rise skyscrapers and everything looks straight out of Suits or The Office.
On the other end though, these are not always the full face of the business world (despite their tendency to be). And in reality, while you often imagine prospects in suits, you also get those whose business is just a wee bit on the rough side.
How do storms like Sandy threaten your software leads? Well if there is one theme that is prevalent in this storm’s recent coverage, it is the power of nature seemingly trumping technology. Things like power outages, property destruction, communication failure can all happen at once in the wake of this wild disaster.
On the basic level, lead generation starts with interest. And once you get that interest, you need to maintain it. In some cases however, this need to retain a customer’s interest can cause some vendors to resort to lock-in. For a rough definition, lock-ins are when a company creates products that exclusively work well together but not so much with everything else.
Can Software Leads Come Out Of Lock-Ins?
Lock-ins are not exclusive to any industry be they B2C or B2B. The phenomenon ranges from simple toys having their own exclusive, interchangeable parts to entire ERP systems that come with exorbitant switching costs. Either case, using lock-ins to maintain customer interest is not only risky but also questionable. People can accuse you of attracting ERP leads only to lure companies into an elaborate trap.
On the other hand, there are strategies that, despite potentially leading to lock-ins, come with both marketing and sales benefits:
- It gives you a unique brand identity.
- It is a hard-hitting answer against competition.
- It can turn you into an industry leader.
You still need to be careful though. Remember, these marketing strategies can come at the cost of your customers. Make sure to mitigate these costs or you will definitely give them the feeling of being trapped:
- Customer freedom – More specifically, how much can they accomplish with your software? Are you willing to give advice for every unique process or function that they might request? Can you surely guarantee that they will have everything they need from you?
Related Content: One Tip For Lead Generation – Give Tips To Your Prospects
- Manipulating costs – Do you rely purely on giving discounts and promos to maintain this loyalty? Do your marketers focus more on what how you are playing with the price tag or what your researchers and experts actually develop? Better yet, do any of these lower costs have ties to that development?
- Maintaining quality – Speaking of which, no amount of marketing and B2B lead generation can substitute for the actual quality of your products. Can your products continue to deliver so much even as your competitors will be racing close behind? The slightest trip or loss of speed can send you crashing down and lose you your place (and to an extent, could take your customers down with you).
The importance of knowing these risks is not to really to discourage you from employing strategies that could really establish your brand identity. Rather, these should simply tell you the kind of you standards you are setting your company up for. Done right, it can springboard your business. Done wrong, your business will be selling things that come with many strings attached.
Related Content: Do Your Sales Leads Come With Strings Attached?
Your decision could also play its own role in establishing your brand identity. What if compatibility with other systems and hardware becomes your selling point? On the flip side, if you truly believe that you offer a very unique, revolutionary product, then that could be your calling. Either way, it all depends on how much you know your market. Always remember that when targeting ERP sales leads, any strategy should ultimately benefit your customer.