The Biggest Lead-Gen Mistake You Can’t Afford to Make

Peter Daggett
April 22, 2020
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If there’s one thing that every sales team can agree on, it’s that one of the hardest parts of sales is finding leads. And not just any leads will do, you need qualified leads. In this guide, we’ll go over the most important thing to help you source qualified leads, and four strategies for capturing them.

Drumroll, please…

And the 🔑is…

Know your customer!

I know, we’ve all heard it a million times before, but that doesn’t make it any less valuable. Knowing your customer is often one of the toughest, yet most important part of any sales process. Though it may seem simple to know who your customer is, it is often overlooked or skipped in the early stages of a sales process.

Do not make this mistake. Knowing your customer is the only place you can start for one simple reason:

“If you don’t know who you’re selling to, you can’t know how to sell to them. Period.”

Even if you’re the greatest car salesman ever born, trying to sell cars to 12-year-old’s won’t do much for your quota. And even though the prospect may be interested, it doesn’t always mean they are a qualified lead.

And even qualified isn’t always enough. Even if the family (company) is in the market for a car (qualified), trying to sell to the 12-year-old (lead) still won’t help. 

You need to sell to a qualified buyer or decision-maker. In this case, it’s either the mother or the father.

But qualifying a lead or buyer isn’t usually as black-and-white as determining whether you should try to sell a car to a 12-year-old or their parent. It’s often a very difficult process that involves you understanding the needs of the prospect, who the decision-makers are, and who will be your main point of contact throughout the sale. 

To simplify this qualification process, it helps to develop an Ideal Customer Profile or ICP, which is simply a description of a fictitious organization that satisfies two key requirements:

The organization receives significant value out of using your product.The organization provides significant value to your organization.

It is important to develop an ICP that balances both of these requirements well. If a company is getting more value from you than you receive, you either need to rethink your pricing model, or they are not your ideal customer. If you get more value out of the organization than they receive from you, you likely won’t be able to keep that customer for long. 

By developing this ICP, you will be able to better understand exactly the type of companies you should target, who the decision-makers are, and why your solution is the best option for them.

Here are 10 questions to ask to help you get started developing your ICP:

What industry are they in?What market or niche are they in?Who are their customers?How big is the company? (Employees or Yearly Revenue)Which department would use my product?Who within that department would use it?How would it help them? (Get specific)How are they currently dealing with the problem you will solve?What is the most important feature that you offer them?Who is the decision-maker?

Now that you’ve determined your ICP, everything else should become so much clearer! 

You can use this ICP to determine the channels in which you should source leads, the way that you should communicate with them, who you should target within an organization, what parts or features of your product to emphasize in the sell…

I could go on, but I think you get the point. 

There are tons of ways you can generate leads once you’ve determined your ideal customer. You just have to know who they are in order to do so successfully!

Now that you truly know your ideal customer, why not meet them face to face? Use the strategies in our guide How to Host an Event for Lead Gen to pull in LOADS of qualified leads for your business!

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Are you ready to start the conversation?
14-day free trial
Easy quick setup
Cancel Anytime
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Oops! Something went wrong while submitting the form.