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The Key to Handling the "No Budget" Crisis Within Your Lead Generation Strategy

Posted on Jan 6, 2009 by Dana Gill, Program Director

We are hearing it every day, more and more companies are struggling under the pressures of doing more with less due to budget cuts and freezes. These are trying times, according to most headlines, where brief glimpses of a fast approaching economic rebound only last for a day. The truth is, the future is uncertain. This uncertainty, however, should not be seen as an impassable roadblock to your plans for generating revenue for your organization. Instead it should be seen as an opportunity to talk about the issues that really matter. Now is the time to get critical. This introspection focused on survival is the driving force behind innovation. Our challenges will produce a better product, a more streamlined organization, and a more intense focus on serving our customers like our lives depended on it.

So what do we mean by getting “critical”? It’s simple. Focusing on the issues that will make or break a business. How does this translate into lead generation initiatives? Our message needs to change. We are no longer speaking with prospects that are in a position to fund their “want to” initiatives. Rather, they are being forced to only act on the initiatives that are necessary for the survival of the business. In turn, our marketing efforts need to be smarter.

Take a look at your portfolio and decide what you have to offer potential customers that will address their rising need to do less with more. Focus on the offerings that have the ability to make an impact in the short-term, while also keeping true to the long-term goal of a lower total cost of ownership. Remember, critical is not about being comfortable. The key word is necessary, so there’s no need to waste time with the extras that would make you more competitive in a time of greater economic activity.

Telemarketing lead generation campaigns make a lot of sense now. It shows you understand that your prospects are not interested in a lot of extra packaging. Instead, they need someone who will meet them on the front lines and discuss what it’s going to take to progress the job and ultimately get the job done. Be sure to arm your telemarketing team (whether they are in-house or outsourced) with the information they need to address reduced budget challenges. Without this, lead generation conversations may result in the majority of your prospects not even listening long enough to hear what you have to offer. And don’t forget the service factor. Decision-making has become crucial, so prospects are going to select only those vendors who demonstrate partnership potential.

Keeping it critical will help you and your customers find ways to thrive in any economic climate…including today’s.

Tagged: lead generation telemarketing, telemarketing lead generation, lead generation economy, lead nurturing, targeted lead generation

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