Insights & Tips

Already a subscriber? Login

Become a subscriber and unlock an information arsenal focused on making your sales operation more effective.

Why You’re Driving Good Leads Away

Say you’re wandering around the mall. A product in a window display catches your eye and you head towards that store. Just before you step through the door, a clerk stops you and asks for your name, email address and phone number. “I just wanted to look around,” you say in befuddlement. But the clerk is insistent. She won’t let you step foot in the store without giving her that information.

Pretty weird way to run a business, right? If a company operated like that, just imagine how many potential customers they’d scare off at the door.

Unfortunately, many B2B companies do operate that way. Of course, they don’t physically stop anyone at their doorstep. But they do tease potential customers to come look at videos, demos or whitepapers…only to require that they hand over their contact info before they’re given anything useful.

This is nothing new–companies have been doing this for years. And on the surface, it seems like a fair trade–you give me some of your information and I’ll give you some of mine. But more and more prospects are wise to this game and they know it’s not the fair trade that it appears to be. Especially these days…

Think about it. What can look like a “fair trade” to the vendor can seem like a steaming pile of risk to the prospect. In trade for a quick seven minute read of a white paper (that they’re not even sure is useful to them), they know they could be providing this company with almost unfettered access to their inbox, office phone and voicemail. Is that seven minutes worth weeks of fending off unwanted phone calls and emails?

Worse yet, these prospects could be ideal customers. They could easily resonate with the solution outlined in that white paper and have no problem talking to a salesperson on the phone or even setting up a meeting… But a lead capture form stands in the way of them ever discovering that.

So think twice about making prospects jump through hoops to access the information you provide. A quest to capture more leads might just be driving the good ones away.

Get Immediate Access To Everything In The SellingBrew Playbook

Related Resources

  • The Right Way to Manage and Enable Change

    How do you encourage, enable, and manage organizational change when the deck is stacked against you? In this in-depth interview, Scott McAllister and Suraj Mohandas share the quantifiable benefits of effective change management and expose the essential steps that are required to get it right.

    View This Interview
  • Developing Sales Ops Leaders

    How do we develop the next generation of sales ops leaders? How do we equip our team members to take on more responsibility? And how do we do it all as a matter of course rather than as an afterthought?

    View This Webinar
  • Exploring Account-Based Marketing and Sales

    While the promise of account-based marketing and sales is certainly compelling, it's important to get beyond the hype and understand what ABM really is and what it can really do for you and your company.

    View This Webinar
  • Selling Value More Confidently in Seven Steps

    Salespeople need to be confident in themselves and in the value of the offerings they’re representing. This tutorial helps you give your sales team the confidence they need to sell effectively while maximizing revenue and margin.

    View This Tutorial