Would it have been possible for a seed to grow into a tree without pollination?
Nature indeed has a pattern of creating work with purpose. A bee sucks nectar from a flower, inadvertently picking up pollen and brushing it off in a much predictable manner in the stigma of flower, a pathway for pollination is already laid.
And, a quick recap in basic Science exposes a startling similarity between pollination and lead generation in the business world.
So, what is lead generation?
Channelling clients towards you by capturing their interest in your product that later paves way for a sales pipeline, is called lead generation. Now, let’s walk through the lead generation phases below.
You are a bee with an agenda to get the leads! How?
Before delving into semantics of lead generation, let’s recollect what we have learned about the two kinds of pollination in school – self and cross. In the former, the pollen finds its spot to fertilise within the same flower or, in other flowers of similar species. In the latter, the pollen tends to fuse with the ovules of flowers from different species too.
Drawing a parallel here brings out how deeply lead generation techniques resonate with this natural mode. Connections are pollens that are to be convinced about your product and its spot in the market. Therefore, the first phase of lead generation operates subtly on quid pro quo where you provide your likely leads with a promo of your product/services in exchange for their details. Engaging the below mentioned techniques aids in making a client base.
- Email subscriptions
- Content and Social Media marketing (Facebook Ads)
- eBooks
- Videos and Tutorials
- Webinars
- Demos and Free Trials
- Trade shows
- Media kits
- Paid Advertising
Some customers instantly sign up and, join your list of trusted buyers whereas a few may not show interest. And, a major section of people may sign up but, the lead generation does not move beyond that.
Acquiring connections verbally is like depositing the pollen. The path is to be built yet.
Now, your database has a list of potential buyers who have shown interest in your product. However, no list is final until the signatures take effect. So, you have entered the second phase of personalised lead generation, which is known as ‘Lead Nurturing’.
Executives from marketing department engage forthcoming punters in conversations to gather more about the latter’s requirements, market insights and expectations and further, understand how serious they are about buying your product.A credible way to rope in clients is by providing them with product samples with detailed instructions.
Although this filtering yields a small percentage of confirmed prospects, it also gives a large number of unendorsed ones that may have professed interest earlier but, could not validate their stand later. Keeping a tab on this number is imperative, as these buyers can be nurtured into confirmed leads by providing them with information and upgrades on your product services.
Here, one needs to adorn the avatar of an aggressively busy bee that continues to work regardless of the fact that its daily targets are always met. This phase demands patience and perseverance in spades.
Conception happens after the fusion is complete. Wait for the signatures.
From the time, your contacts have professed interest in trying your products to the time the necessary disclaimers, legal documents and permission letters are drawn up and signed, the lead conversion remains incomplete.
When a particular contact displays interest in buying your product, it is time to bring in your account executive. A careful evaluation from his side on whether the client will eventually turn into a sales lead is required for sealing this lead conversion process.
If you observe the sequence of events prior to seed germination, it is indeed a revelation that, even in the biological world, fertilization happens only when the pollen species have survived harsh environmental conditions and, have been able to fuse successfully with the ovules in the flower. The stumbling roadblocks of the kind can occur in lead generation phase too, most of which may be attributed to client’s state of mind running with -
- untold apprehensions about the product
- and, questions like–“Is there a better option?”, “Am I signing in too easily?”, “Are they transparent about their policies?”
Therefore, before scheduling the final meeting, it is advisable to take a pause and, prepare brochures, newsletters, seminars and videos of testimonials from your team that can be sent to your select list of clients who are keen on availing your services.This exercise cements the trust factor between you and the client by putting doubts on your product services to rest.
But, is conception enough? Will it lead the ‘lead network’ to ‘pollinate’ further?
Completing a lead conversion on paper seldom implies that the bridge is crossed. Success and goodwill in a business are often measured in extremes of either ‘below expectations’ or, ‘exceeded all expectations’. Hence, to keep the nexus between you and your clients alive and kicking, it is important to revert and, repeat referral processes to take note of any suggestions and feedback and, make improvements on the same.
In Nature’s way of running business, the operational model implies working with the same zest and diligence every single day. The agenda is to continue bringing in more and more trustworthy clients.
Keep a tab on clients’ satisfaction index
Post first evaluation of product service, a customary follow up with the leads on a daily or, on a weekly or, on a monthly basis will aid in understanding their needs, aspirations and expectations better.They can be updated about, upgrades in services and product evaluations through emails too.
A successful pollination fights all odds to plant the seed. To make it happen, the bees and flowers work in tandem and, do what they have to regardless of an unpredictably hostile environment. This is what nature teaches us to incorporate in an effective lead generation - To make hay while the sun shines.And, no small effort goes unrewarded. After all, it is the small things that build the bulwark of great things waiting to happen.
This article was co-authored with Amit Ghosh