Broadley Speaking | Lead Generation in the 21st century - What has changed?

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Lead Generation in the 21st Century

June 13th, 2017 by

 Lead generation - magnet

What has changed?

We read articles and blogs on social media and lead generation every day on how the telephone is ‘dead’ in B2B sales, multi-channel communication has taken over and how the 21st century buyer prefers to communicate by email or social platforms, but how much of this do you think is true?

Of course, the sales environment is changing to maintain a ‘modern feel’ but I am not convinced the telephone is dead in sales. To explain the reasoning, I will take you through my role as a business development manager and recommend a sales approach from first contact to securing a meeting for a client.


  1. Start from mapping the organisation and the internal structures to identify the buying groups who will potentially be involved in the sales process. This first step is done by the telephone and usually online research.


  1. Next, identify the four key buyers, the Economic Buyer, Technical Buyer, User Buyer and in time a coach. A coach could be a different buyer or one of the above. This step is also done by calling the organisation perhaps the secretary to the board to gather this information, what we can’t gather by the phone we will look to LinkedIn or other business platforms.


  1. Once the organisation and buyers have been mapped, tailor your approach to each of them to ensure the topic of the conversation is relevant and engaging to their individual remit.


  1. Then pick up the phone and call your prospects to have a conversation to identify an opportunity and match their needs to the features and benefits of your client’s proposition and set a well-qualified meeting.


As you can see the telephone has played a large part of the above and where we do surround the prospect with other channels of communication, the central most important tool you have it the telephone, that’s where we have the most success.

What are your thoughts on using the telephone as a business tool for sales? Would you like to find out about our Total Prospect Management solution which supports 21st Century lead Generation?

If you want us to help you with your lead generation campaigns please e-mail

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