How to establish a Nearshore Lead Generation Process?
Many companies struggle establishing a lead generation process within their sales efforts. There is a myriad of reasons why, but it’s certainly not by desire; it’s often simply the evolution of how most companies grow and the choices made. See if this sounds familiar.
Step 1.
A smart person comes up with a great idea and becomes a Founder by taking the bold step of starting a company based on this idea.
Step 2.
Founder pitches great idea to those in network, as well as to some new connections. A handful of those who are pitched jump on the idea and become customers.
Step 3.
Founder begins building a team to service customers, collect payments, improve the product or service, etc., and the company grows slowly through word of mouth.
Step 4.
Founder decides it’s time to grow the company and purchases Salesforce. Then the founder hires a salesforce, but has never hired a sales professional or led a salesforce and doesn’t really know what to do. Makes the decision to hire “experienced” sales reps in the hopes they’ll figure out how to sell the product or service, with one of them attempting to produce while leading the other sales reps simultaneously. It fails and Founder burns through a lot of cash with little in return.
Step 6.
Founder eventually realizes there needs to be an investment into building the sales team more effectively by hiring an experienced sales leader who knows how to build a winning sales organization, including lead generation strategy in conjunction with marketing efforts. Founder still burns through cash, but begins growing revenue and setting company up for success for years to come.
Notice that it’s not until the last step that most companies begin to invest in and focus on their lead generation strategy, but there’s one more hurdle to effectively setting up this aspect of a sales organization: cost.
As labor costs continue to rise, finding great talent domestically who are highly educated, motivated, talented, and eager to learn is increasingly difficult. As individual states and the federal government move towards a mandatory $15 minimum wage, higher payroll, and business taxes, the cost of building an internal lead generation team has become quite challenging and, frankly, not cost-effective. This is where nearshoring lead generation through Lean Sales makes so much sense.
Nearshoring provides exceptional talent with bilingual, highly educated, extremely motivated and enthusiastic personnel for a lower overall cost, and who are thrilled to work with reputable U.S.-based companies. These sales professionals are looking for a career, which lowers turnover and provides stability with dedicated personnel in one of our five cities in Colombia, South America.
7 Best practices to establish a lead generation process.
Sounds intriguing, I’m sure. But before you book your flights to Cartagena or Medellin to experience the incredible cuisine and culture, here are seven best practices to consider to successfully nearshore your lead generation team of business development representatives with Lean:
1. Have a CRM in place and organized for your sales process, including an integrated dialer.
It’s not necessary to have the biggest and the best CRM, but it does need to be easy to use, simple to set-up, and robust enough to handle the growth of the organization. Two systems to evaluate that are solid and cost-effective are HubSpot & Pipedrive.
2. Have a lead source with clean and accurate data with enough leads to keep your team active.
Bad lead data is the number one way to render a lead generation team ineffective. Calling old or bad numbers and having emails bounces only limits the number of touches and frustrates a true sales professional with poor results to show.
3. Understand your Ideal Customer Profile and Buyer Persona.
It’s critical to know which prospects to target, from the size of the company and the industry to the personnel to reach. Knowing more about the person and the company to connect with simplifies the lead sourcing process.
4. Create a simple and effective script, as well as email templates that are well-written.
Scripts are conversation guides meant to structure a cold call to lead to an outcome. Having an easy-to-remember script that provides conversational statements & responses is critical to keeping a call on track.
5. Provide accurate and aesthetically pleasing marketing materials for BDRs to send out.
One of the easiest ways to market a company and its product(s) is to include great content in a follow up email from a cold call, and this should be easily accessed within the CRM.
6. Have a commission/bonus structure in place to properly incentivize BDRs.
BDRs are sales professionals who want to make money, so having a commission/bonus structure to offer the opportunity to make money by hitting established targets.
7. Have a training regimen in place to properly train your team on your systems, processes and culture.
Initial and ongoing training to ensure your lead generation team continues to follow best practices is crucial to achieving long-term success with a team of BDRs, and companies who follow best practices have the most successful experiences nearshoring their lead generation team with Lean Sales.
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Trey Griggs is a sales executive that, during his nine years in the transportation industry, has gained experience in several sectors within technology, including load boards, rate analytics, TMS systems, visibility solutions, digital freight-matching platforms, and Robotic Process Automation (RPA). Trey enjoys coaching teams to be great, as well as speaking on sales & marketing strategies, leadership & organizational structure, and technology. When he’s not building world-class organizations, you can find Trey spending time with his family, traveling, renovating his home, playing golf, working out, reading & playing music.
