The way buyers buy has changed. Traditional sales methods like one-off emails and cold calls just won’t cut it anymore. These approaches hinge on a single point of contact, resulting in one of only two outcomes: success or failure.
3 Novel Ways to Generate Qualified Leads
- Create a new, lower-cost product to appeal to leads that might not have been able to afford you.
- Create a video analysis of how a potential customer could use your service, then post it online and tag that customer.
- Host in-person or virtual networking and education events for closed-lost leads.
Alternatively, the network effect of thoughtful content and innovative engagement tactics offers a more expansive reach and lasting impact that goes beyond your initial target prospect. Here are three creative tactics to jump-start lead generation when you need it most.
Launch a New, Lower-Cost Product
Don’t let this tactic scare you. The idea of launching a new product might seem daunting, but it doesn’t have to involve extensive development. Use existing components of your business to quickly create a lower-cost option that appeals to leads that previously couldn’t afford your services. This approach allows for rapid iteration and promotion of new products, which can reactivate dormant leads in your database or attract new ones.
For example, if your business provides a comprehensive software solution, you might strip down certain features to offer a more affordable, entry-level version. Promote this new product aggressively through your existing channels to reach out to those who showed interest in the past but were deterred by the cost. Doing so creates new opportunities for engagement and growth.
Target a Prospect With a Video Analysis
Instead of relying on direct one-to-one sales communication, consider creating videos that show how a potential customer could use your services. Post the video on social media and tag that potential customer. This starts a conversation and it might just result in a new prospect. If it does, the next step is to analyze the prospect’s online presence and customer acquisition funnel, and then present a strategy on how you’d sell their product.
Remember that the audience for the video is hundreds, if not thousands, of people — meaning the video has the potential to get you a bunch of new prospects.
The videos I created using this strategy attracted significant attention. The posts garnered hundreds of views and sparked meaningful conversations, leading to a robust pipeline of potential leads. What’s more, these posts remain accessible, allowing other potential prospects to discover and engage with the content over time. This method increases visibility and builds credibility and interest within your network.
Host Value-Added Events for Closed-Lost Leads
Closed-lost opportunities often languish in a nurture bucket, receiving occasional check-in emails or phone calls that seldom provide value. This approach is lazy and ineffective. Instead, consider hosting events that offer real value to these prospects.
One innovative tactic is to invite closed-lost opportunities to a value-add event that’s easy for them to attend. Curate a virtual or in-person event that enables prospects to mingle and build a network. Also make sure that it is educational — everyone should walk away with more knowledge than they had when they walked in.
One big appeal of the event will be the ability for attendees to connect with other decision makers who have a similar seniority level and similar interests. This approach adds value and creates more stickiness than the usual “just checking in” follow up, which usually never works.
For example, host a virtual wine tasting event and find a unique expert to lead a discussion on a niche or controversial topic. This approach creates a platform for attendees to connect and learn. You can even use an online wine merchant to send wine to attendees ahead of the event, ensuring higher attendance and engagement. It’s a great way to make your brand memorable and respected, plus show your commitment to providing value.
Incorporating these creative tactics into your sales approach can dramatically improve your results because they move away from the outdated practice of singular point-of-contact methods. You can increase your chances of success and also build stronger, more meaningful relationships with your potential clients that can compound over time.
The future of sales lies in creating value over casting a wide net. Embrace these strategies to stay ahead of the curve and build sustained growth in your business.
