Is B2B Lead Generation Via the Phone Dead?

Posted by JasonB on February 8, 2010

Have you ever met a “Serial Networker”…someone who constantly attends networking events, but never actually closes any business?  I sure have.  They are the first to grab their drink and start shaking hands.   They’re great at making introductions, but never seem to convert those conversations into leads or business.  Why?  Because one aspect of sales hasn’t changed…you still need to ASK FOR THE SALE.

Social Media Is Effective, But It Will Only Take You So Far
Many companies have been jumping on the social media bandwagon.   Although social media is a valuable way to introduce your company on a peer to peer level, it is not geared, by nature, to converting relationships to business.   It’s more geared toward dispensing information in a helpful manner. 

What On Earth Did You Do Before the Internet?
There comes a time when, to actually generate leads and business, you have to start “talking business;” the most direct way to do that is still to pick up the phone.   Email can be deleted, avoided or buried among the many emails decision makers get daily.   Chatting on Facebook won’t allow you to gauge someone’s tone or level of interest.   Answering questions on LinkedIn gets you great exposure, but also allows competitors to place their thoughts right next to yours.

Social Media is an Introduction, You Must Build From There
Social Media is becoming increasingly popular, as it should – it’s quick and easy.  Many companies, however, are depending too much on it and have forgotten to interact with people.  You can be the most tech-savvy individual in the world, but if you haven’t picked up the phone to talk to a prospect, how are they supposed to feel comfortable enough to spend their money on you?

Stick With What’s Worked For Decades
Your father did it, your grandfather did it, and your grandfather’s father did it – why stop now?  Relationships begin with conversation, and the best way to start a conversation is to pick up the phone.
Don’t be “that guy” at the party who shakes hands and invites people to visit his blog.  Be that guy who shakes hands with someone, calls them the following day, and closes the sale.