“A sure sign of a soul-based workplace is excitement, enthusiasm, real passion; not manufactured passion, but real involvement,” David Whyte.
#3 Experiences at work: Lead generation
In this ten-part series we suggest ways to ‘shift people’s experience of work’. #2 talked about using experiences as sales incentives for your teams, business partners and in a B2B context. In this third post we look at the value of lead generation within your business and how to make anyone in your team a business development executive by unlocking contacts, stories and opportunities.
Getting everybody working together in a business can be a challenge. Everyone has competing priorities, tasks they need to get done and targets they need to hit. So sometimes you need to pull out the big guns to get the job done. Take for example marketers, who it seems are always looking for case studies to help promote goods and services. Peer reviews and testimonials are a proven way to convert customers.
According to Demand Gen Report’s seventh annual B2B Buyer’s Survey in 2017, 84 per cent of buyers seek input from peers or existing users before making a purchase. One survey respondent said, “We have changed the way we do B2B buying by looking at highly regarded recommendations to help in influence decisions. This helps the initial determination of purchasing a particular product from a vendor.” Reviews in particular have an increasing influence on buyers, with 67 per cent of respondents claiming reviews were “very important” when making a purchase decision. Case studies too are considered in 41 per cent of cases.
It’s clear then that endorsements carry a lot of weight and go a long way to establishing trust for your goods, services, and ultimately, your brand. So finding ways to uncover more of these stories within your business is a powerful way to develop brand trust and authority – which has a direct impact to the bottom line. In fact the Harvard Business Review says customer loyalty, which is a direct result of trust for your brand, can deliver up to a staggering 95 per cent increase in profits.
In this video BRG Co-Founder Naomi Simson talks about ways to help uncover these stories that exist inside your business.
But here are three other ideas to help generate more leads throughout your business:
1 – Incentives, incentives, incentives! Put your money where your mouth is and reward people for their contribution. At the BRG we will always believe experiences are the best way to do this because experiences not only make the recipient feel special on receipt of the reward, but they also get to enjoy the anticipation leading up to the event, the event itself and then the lasting memories and stories after. This is how you create genuine emotional connection to your employer brand.
2 – Create a sense of friendly competition. Salespeople by their very nature are competitive, so use it to your advantage. Give them a target to find five new leads or case studies from people within the business each month, and watch the opportunities come flooding in.
3 – Show the power of endorsement. It’s not enough to tell people their contacts, introductions or stories are commercially valuable – you have to show them. Share the outcomes on your company intranet or noticeboard, in the next company meeting or via impromptu stand-ups in the office where you recognise and thank those people for the contribution they’ve made by simply passing on some information or feedback.
The fact is, businesses – and marketers in particular – need stories and case studies to help inspire customers to engage with their products and services. So why not consider using experiences to reward your people for sharing leads – be it for sales, marketing content or case studies and other business development opportunities.
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Also published on Medium.