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1. Tech Savviness

While Communicating With Prospects, It Is Essential To Speak Their Language, Which Requires An Understanding Of Their Pain Points And How Your Product Resolves Them. When Working At A Tech Organization, You’d Be Not Only Using Plenty Of Martech Applications But Also Be Expected To Understand More About Your Offerings And Its Impact On The Industry. Being Tech-Savvy Will Help You Stay On Top Of The Latest Developments In Your Niche, Which Would Serve You Immensely Whether You’re Speaking With A Prospect Or Brainstorming With The Internal Team.

2. Top-Notch Communication Skills

This Comes As A No-Brainer. While Working As A Lead Generation Professional, It’s Imperative To Have Excellent Communication Skills, Which Includes Both – Verbal And Written Communication. This Will Allow You To Convey Your Message To Your Potential Customers Without Any Confusion Or Ambiguity. Another Crucial Aspect Of Communication Skills That Is Often Ignored Is Empathy. Being Empathetic Means Being A Good Listener And Listening With The Intent Of Understanding And Not Responding. Empathy Allows You To Help The Buyer Resolve Their Pain Areas By Showing How Your Product Can Help Them, I.E., You Can Demonstrate What’s In It For Them.

3. Cold Sales

Cold Sales Is Often The Most Dreaded Aspect Of Lead Generation Or Sales. Cold Selling Could Mean Cold Calling And Email, And The Reason It’s Dreaded Is Because Of The High Probability Of Rejection. Prospects Often Don’t Entertain Cold Approaches Due To Many Reasons. The Golden Rule To Connect With A Prospect Is Always To Email Them First. The Purpose Is To Build Rapport And Reduce The Hesitation When You Eventually Connect With Them Over A Call. The Lead Generation Specialist Should Strive To Deliver Value From The Get-Go By Leveraging Content Marketing. As You Build Rapport Over Time, You Can Schedule A Call To Pitch Your Offerings And Take It Ahead From There.

4. Lead Nurturing

Lead Nurturing Is A Process Of Establishing Relationships With Your Prospects At Every Stage Of Their Journey. Lead Nurturing Is An Essential Skill As It Helps You Decide Which Leads To Pursue First So That The Sales Team Closes The Leads That Are Most Likely To Convert. Lead Nurturing Also Involves Evaluating The Stage Of The Buyer’s Journey The Lead Is In, Their Behavior, Lead Fit, I.E., Determining If The Lead Is Worth Pursuing. Based On This Information, You Need To Rate Them On A Scale Of 1-10, I.E., Lead Scoring. Higher The Score The Sooner They Should Be Pursued. The Other Aspect Of Lead Nurturing Includes Following-Up With Leads Regularly By Sending Personalized Content, Offering Demos, And Offers To Nudge Them To Become A Customer.

5. Social Selling

Social Selling Is The Process Of Connecting With Your Prospects Via Social Media Platforms. With The Rise Of B2B And B2C Facing Platforms Such As Twitter And Instagram, It Has Become Easy To Communicate With Your Target Audience. For Example, Hashtags On Twitter And Groups On LinkedIn Provide Ample Opportunities For Lead Generation Specialists To Connect With Prospective Buyers. While It’s Become Easy To Approach The Prospects Directly, It’s Still A Cold Approach Nonetheless. Therefore, Keep In Mind That Your Purpose Should Always Be To Cultivate A Relationship, And It Would Be Different Compared To Cold Emailing. For Instance, Instead Of Leveraging Content Marketing, You Can Use Social Listening To Find The Relevant Queries In Your Niche, Answer Them, And Initiate A Conversation. This Way, You’ll Develop Trust And Credibility.

6. Persuasion

Persuasion Is A Psychological Term Used To Describe The Process Of Influencing A Person’s Attitude, Thoughts, Or Beliefs. In The Context Of Sales, Persuasion Means Convincing The Potential Buyer To Buy From You. In The Age Of Inbound Marketing, Persuasion Is Primarily Driven By Sharing Industry Expertise And Establishing Thought Leadership. As A Lead Generation Professional, When You’re Approaching Prospects, You Should Explain Why They Should Buy Your Offerings. If You Are Strangers, You Can’t Just Pitch Your Products Right Away, So You Need To Implement Specific Tactics To Build Your Credibility. To Persuade Them, Use Social Proof (Case Studies And Testimonials), Demonstrate Thought Leadership Through Content, Convey How Your Product Can Help Them Achieve Their Goals, And So On.

7. Understanding Buyer Personas

No Two Buyers Are Alike, And The Lead Generation Specialist Should Be Aware Of That. You Should Know The Key Traits Of Your Ideal Buyers And Their Various Personas. This Includes The Industry They Work In, Their Job Designations, Size Of The Organization, Qualification, And Other Demographic And Psychographic Information. This Will Tremendously Help You Understand The Unique Problems Faced By The Prospects And Empathize With Them While Identifying The Right Set Of Solutions. Since Lead Qualification Is Also An Essential Part Of The Sales Process Along With Nurturing, The Understanding Of Ideal Buyers Will Help Specialists Disqualify Leads That Are Not The Right Fit Due To Multiple Reasons Such As Budget Constraints Or The Lack Of Decision-Making Rights.

8. Networking Skills

The Success Of Sales Is Largely Dictated By Referrals And Customer Retention. The Lead Generation Specialist Needs To Have Adept Networking Skills So That They Know How To Connect With The Right People And Leverage Their Network At The Right Time. This Means The Lead Generation Professional Can Ask Their Network To Refer To People Who Might Need Their Offerings. Similarly, When It Comes To Customer Retention, They Know How To Retain Existing Clients And Identify Potential Upselling And Cross-Selling Opportunities.

9. Analytical Skills

In The Age Of Data-Driven Marketing, It Is Essential For Every Marketing And Salesperson To Have Analytical Skills. Lead Generation Specialists Need To Know The Average Time It Takes To Convert A Lead Into A Deal, The Number Of Follow-Ups Required To Do That, The Average Size Of A Sale, Etc. When Talking From The Funnel Standpoint, They Should Know How Long It Takes For A Lead To Enter The Next Stage Of The Funnel, The Drop-Off Rate, And The Conversion Rate. Having An Understanding Of These Important Metrics Will Enable Them To Focus On The Right Leads.

10. Targeting And Segmentation

When It Comes To Lead Nurturing And Personalizing The Customer Experience, The Lead Generation Professional Needs To Be On Point With Their Understanding Of Targeting And Segmentation. This Requires You To Know The Buyer’s Journey And The Sales Funnel So That You Can Correlate With Each Stage. When You Know The Stage Of The Buyer’s Journey The Lead Is In, You Can Personalize The Content And Communication Accordingly To Help Them Qualify For The Next Stage Of The Funnel. When You Are Automating This Process Through CRM Or Email Marketing, You Can Segment The Audience Based On The Stage Of The Funnel And Communicate Accordingly At Scale.

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