Only 30% of people buy something to improve their lives. The majority of sales are to solve a current problem (pain) that is irritating enough to warrant time and money spent on solving it. 70% of people buy to remove something from their life that stinks! That’s a wonderful opportunity!
When crafting a business to business lead generation campaign, it’s important to keep in mind the problems your product is solving. This is where many lead generators go wrong. They stuff an email full of features, benefits and specs about their product. No one cares. Something is causing your client pain in some way and it is the job of your lead generation team to articulate that transition from pain to how amazing your client’s life would be without that pain.
The articulation of that transition is the key to generating leads which are qualified enough to pass to your sales team. When you initially send out that first email to catch their attention, what problem are you trying to poke at? What is the number one pain (that you can solve) of the group you’re targeting? When your lead generation team focuses on the pain, then life without the pain is what hooks your prospects. That is what will generate more leads and grow your business.