Benchmark Business Group

A Game Changer in Lead Generation

October 23, 2018

With the holiday season rapidly approaching and the close of another calendar year, many businesses are pushing to end the year on a good note. Yet, it's also the time to start thinking about next year.

For most businesses this is the time you need to start designing, and even implementing, your lead generation strategy to ensure that the first quarter of next year is set up to be successful.

There are many elements that a business needs to focus on in order to have a consistent and productive lead generation strategy, but for most businesses the question boils down to: When do you find the time to generate leads? Especially when you're already busy.

The answer is simple, but execution requires a shift. It's a game changer. The answer is shifting the way your business looks at, and talks about, lead generation.

Lead generation isn't something your business finds time to do. It is something you make time to do. It has to be designed into the daily activity of your business. You should be able to pull up calendars and see exactly when lead generation is scheduled in your business. It should be as prominent as internal meetings, meetings with clients, and even breaks.

Lead generation must be visible in your business. It must be top of mind. And it must be a priority.
Take a moment to think about how your business treats lead generation. Is it scheduled? How often is it pushed aside? Does the business track metrics such as the time spent generating new leads?

Or, like many businesses, is it something that everyone knows needs to be done, but is in the background? If a client calls and asks to meet during a time you have scheduled for generating leads, how do you handle it?

Every day your business and your actions send a message to your team about lead generation. You're either sending the message that lead generation is important and it matters to the business (it's equally as important as servicing clients) or, it's not.

And if it's not, don't be surprised when your business struggles to consistently produce leads. A business that prioritizes lead generation as less important is designed to struggle with leads. You can have all the right elements in place to be successful, but until your business redesigns the way lead generation is prioritized, the shift will not happen.

Coaching Challenge:  This week we challenge you to pay attention to lead generation in your business. Is it a priority? How often is it scheduled? How often is it rescheduled? How does your team talk about generating leads?

At the end of the week, take a moment to reflect. If that same time was time with clients what changes would you make to how your business handled that time?

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