The bottom line to a successful business is customers. You need buyers, lots and lots of buyers to make the business you put so much time, energy and money into, successful. But how do you get these potential buyers who are so important to your business?
The mindset of many business owners is to immediately, get as many leads as they can, even if that means purchasing them to increase their business edge. Warning! They’re not quality leads!
Naturally, as a business owner you want a lead system that gives you qualified buyers. A system that gives you leads that show interest in your service or product and are actually teetering on the edge of making a purchase. Realistically, you know leads like that don’t just fall from the sky and into your lap. Those selling lists of leads are not doing you a favor!
Danger They’re Not Quality Leads!
Here is one of the biggest problems you’ll encounter when buying lead lists.
You haven’t the foggiest idea where those names came from.
- You have no idea if they’ve been used multiple times before they reach your hands
- They aren’t educated to what you have to offer
- They have questions about your product or services
At the end of the day, you may realize that you were better off grabbing a phone book and picking out random names.
Here’s another problem you face when you buy leads. It looks like a lead, and it may have a name and telephone number like a lead, but it’s just a meaningless name. The kicker is that you may even buy leads from what you might call a reputable company who convinces you that they are targeted leads. However, once a few phone calls are made you realize the people you’re calling are complaining that you keep calling, even though this was the first call you made.
Buying a list of leads or an email list (other than a list that is a double opt-in list) is cold calling. Your competitor may have called last week. And even if these leads are warm, the people you call have no idea of who you are and what you offer. What a waste of money.
Can You Buy Quality Leads?
According to Steve Hoffacker, the first question to ask is, “What’s the source of the contact information?”. Anyone can compile a list and sell names and assume zero liability for the quality of the leads they sell, but does anyone determine their quality? In other words, have they recycled leads from some other company or are the names pulled out of a phone book? And obviously, if the names were vetted, the cost of those leads would be significantly higher.
Qualified Leads Take Time to Generate
Every business owner knows that generating prospects can be challenging. There’s no doubt that it’s best never to buy leads. The best solution is the only solution. Build relationships with those who are really interested in your service or product. To do this, you’ll be traveling on a totally different road than what you’re used to.
- Use targeted content: Examples are blog posts and newsletters.
- Social Media: Use your website and update it continually. Attract your customers with things of value.
The basic fact is this: When you begin to attract customers by providing useful, informative info and valuable offers, you’ll forget all about buying lists. It’s so much better than pulling names out of a hat.
Author: Mike Gingerich, President of web firm Digital Hill, Co-Founder of TabSite .
Digital and Social Media Marketer, Speaker, and Business Consultant. Part geek, part marketer, total digital junkie! Seeking to add value, make the complex simple, and leave a positive impact.
Follow me on twitter: @mike_gingerich.
