Sales as a Two-Part Blockbuster: Lead Generation and Lead Handling

When discussing sales, most people picture the dramatic moment of closing a deal. However, the real success lies in two key stages, each playing a vital role in this blockbuster. My colleagues and I believe these stages are lead generation and effective lead handling. Let’s dive into why these two components are as inseparable as popcorn and soda at the movies.

Lead Generation: Your Ticket to New Customers

The first part of our blockbuster is lead generation. This isn’t just about finding customers; it’s the art of attracting potential buyers. When a company works on lead generation, it’s essentially opening the doors to a world of opportunities. How is it done? Here are some tried and true ideas:

1. Marketing Activities: SMM, SEO, PPC advertising, PR, email marketing—this is your "Hollywood promo" that creates buzz around your product or service.
2. Networking: Participating in events, exhibitions, and leveraging recommendations—this is like rolling out the red carpet for new contacts and connections.

Yes, we’ve deliberately left out "cold calls." Why? Because in our philosophy, cold sales are like trying to sell movie tickets for a film that hasn’t even been shot yet. Instead, we support a softer approach—outreach via email campaigns or push notifications that encourage the client to take action, but not cold calls.

To approach lead generation strategically, we recommend holding an internal strategy session that brings together sales and marketing teams. This is where ideas are born and turn into actionable plans.

Example: For the first quarter, choose your promotion channels—organic SMM plus targeted ads, SEO, and having your business development team participate in specialized events monthly. Then, test and refine. Marketing isn’t an exact science, but with the right approach, you can see results fairly quickly. It’s crucial to set up analytics and tracking in Google Analytics and CRM from the start to understand what works and what doesn’t.

Lead Handling: The Sequel – Will the Client Become a Hero?

Now let’s move on to the second, equally thrilling part—lead handling. Getting a lead isn’t the finale; it’s just the beginning. At this stage, marketing has done its job by bringing the client to your company’s door. But whether they become a paying customer depends on the salesperson.

Of course, not all leads are perfect. Sometimes they may not be the right fit or might disappear after the first contact. But if the client continues the conversation, they are already a potential customer.

Handling these leads can follow different scenarios:

• Long Sales Cycles: The client might not buy immediately. They’ll consult, ask questions, explore alternatives, and after careful consideration, they may come back to you.
• Quick Sales: For products like "phones, headphones, and chargers," the client cares about price, how quickly their order is processed, and how fast it’s delivered.

The salesperson’s job is to assess the quality of the lead and continue communication according to established standards and well-defined business processes. This is where optimization comes into play: what exactly does the salesperson do with each lead, how do they work within the CRM, and how do they plan the next steps? You can learn more about this in our article on the "Conveyor" methodology. And if you need help—we’re always here.

Conclusion: Your Blockbuster Sells

Successful sales are always the result of working on two fronts. First, lead generation opens the door, and then effective lead handling determines whether the client will stay. If you’ve mastered both stages, your business is guaranteed to succeed. And remember, even in sales, just like in movies, the key is to be well-prepared and never forget about analytics!