The big lead generation struggle

Salespeople play a critical role in any organisations success. They are the ones who close deals, bring in revenue, and keep the business running. However, when it comes to generating leads and finding new prospects, salespeople are not always the best fit for the job.

According to research by HubSpot, only 18% of salespeople believe that their prospecting strategies are effective. This is a startling statistic and highlights the need for companies to rethink their approach to lead generation.

So why are salespeople struggling with lead generation? Let's take a closer look.

1. Lack of Time and Resources

Salespeople are often focused on closing deals and meeting their sales targets. This leaves little time for prospecting and lead generation. In fact, a study by The Brevet Group found that salespeople spend only 32% of their time selling.

Furthermore, 55% of salespeople cite a lack of resources as a major challenge to their prospecting efforts. Without the right tools and support, salespeople are unable to effectively identify and engage with potential customers.

2. Ineffective Strategies

Even when salespeople do have the time and resources to focus on lead generation, their strategies may not be effective. A study by BrightTALK found that 80% of salespeople rely on email as their primary communication channel with prospects. However, email response rates are low, averaging just 22%.

Salespeople may also be using outdated tactics, such as cold calling, which has a success rate of just 1%. As consumers become more digitally savvy, traditional prospecting methods are becoming less effective.

3. Skillset Mismatch

Generating leads and finding new prospects requires a different skillset than closing deals. Salespeople need to be able to identify potential customers, research their needs and pain points, and develop targeted outreach strategies to engage with them.

Unfortunately, many salespeople lack the analytical and strategic mindset needed for effective lead generation. According to a survey by InsideSales, only 27% of salespeople have the skills needed to effectively prospect.

So, what can companies do to address these challenges? Here are some strategies to consider:

Invest in Training and Support

Salespeople need to be equipped with the skills and tools needed for effective lead generation. Companies can invest in training and support to help salespeople develop these skills. This can include access to data and analytics tools, training on research and outreach techniques, and incentivizing salespeople to prioritize lead generation.

Outsource Lead Generation

Outsourcing lead generation to a specialised provider can be a cost-effective way to bring in new leads while allowing salespeople to focus on closing deals. Outsourcing providers have the expertise and tools needed to identify and engage with potential customers, freeing up time and resources for businesses to focus on other areas of growth.

Implement Digital Strategies

As traditional prospecting methods become less effective, companies need to embrace digital strategies for lead generation. This can include using social media, content marketing, and targeted advertising to reach potential customers. According to research by DemandWave, B2B marketers who implement digital strategies see an average of 2.8x higher revenue growth than those who do not.

In conclusion, while salespeople are crucial to any organisation's success, they may not always be the best fit for lead generation and finding new prospects. Companies need to address the challenges facing salespeople, including lack of time and resources, ineffective strategies, and skillset mismatch. By investing in training and support, outsourcing lead generation, and embracing digital strategies, companies can improve their prospecting efforts and drive growth.