Buying Sales Leads - Is it Right for Your Company?

One of the key components to a successful sales effort is the ability to seek, identify and approach qualified sales leads. As opposed to casting a wide net and wasting significant time and funds pursing customers where few customers are to be found, qualified sales leads zero in on your targeted market and steer your sales effort to high probability prospects.

Some companies have lead generation strategies that begin and end with the phone book or some other registry of companies in a particular geographic area. Others use the “six degrees of separation” tactic, meaning they try to approach everyone they know and everyone everyone they know knows (if you know what I mean). These are two particularly wasteful (and useless) approaches. Even though you may in fact grab some leads and make some sales using these methods, the time and cost per sale is way too high. Besides, these are not sustainable models. Eventually you run out of who you know (and all their acquaintances).

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