Service Revenue Generation

Lead generation campaigns put you in front of your best prospects, educating them on the issues they are experiencing and that you are capable of solving. The best campaigns combine a mix of activities such as emails, events, calling and social media into one integrated communication strategy, using both a lead generation and a nurturing approach.

The association's lead generation philosophy is centred on connectivity: linking multiple activities together that keep you in front of your target market without annoying them. The most effective lead generation engages a variety of activities, targets specific micro-segments of your client base, and employs a focused message on the business issues your prospects are experiencing. These activities have to fit your organisation's resources and culture just as much as the micro-segment you are targeting.

Sales prospecting is more than cold calling. It is about having the right approach to grab a prospect's attention, and the confidence to reach out to people you do not know and set more first sales appointments. Prospecting keeps your sales pipeline full, and salespeople who do not see it as part of their responsibilities are a hindrance to their company, especially if the lead generation pipeline dries up.

A successful sales hiring process provides your company with the salespeople and sales managers it needs to grow and win more customers. Sales hiring is tricky: if you hire the wrong salesperson you lose the time and money invested and start again, and if you hire the wrong sales manager you may lose the salespeople you had. It can take nine to twelve months to discover the mistake, which is a lot of lost potential revenue.

The association works with clients to deliver robust, data-driven segmentation of their customer base, and to identify strategic opportunities to develop new products or enhance price differentiation. Where clients want to capture new information on their customer base, it has considerable experience working with specialist market research agencies on bespoke quantitative and qualitative research.

It also has extensive experience analyzing the relationship between price and demand, and developing pricing strategies that maximize revenue given different customer segments, competitive pressures and regulatory constraints, then translating that analysis into detailed demand forecasting models and considering different pricing and distribution strategies to maximize yield across each customer segment.