Jack Meisinger
Following up with Barbour ABI and Glenigan leads is a bit different than following up leads from other sources.
These services provide very targeted searches. But on the other, the results can be quite overwhelming. Where do you start with 1000's of leads?
If you don't have a lot of available sales and marketing resource, but do want to make the most of construction marketing intelligence like Barbour ABI and Glenigan you may benefit from Project Prospecta.
Here are a few common mistakes sales reps make with Barbour ABI and Glenigan leads, and a few thoughts on how to fix them.
#1 Not following them up
We put the most essential one first!
How do you feel when someone puts a pile of work on your desk? That’s the same feeling some sales reps get when they do a Barbour ABI or Glenigan search. Start small. Make it manageable.
And then don’t forget to use it! Strangely, as great of a resource as it is, these services are sometimes forgotten about as things get busy.
#2 No second-half game
It’s one thing to be strong in the first half of a match, but that quickly doesn’t matter if you have no plan or energy for the second.
Similarly, I’ve talked to people who have given Barbour ABI or Glenigan “a shot”. Meaning an e-shot. As in, they only sent out a few quick email blasts to huge groups of contacts.
This may work in the world of consumer email marketing with lists of over 10,000 contacts, but in the B2B world where the jobs are bigger and the details of each job more specific, more segmentation is helpful.
Also, it would be beneficial to think of email campaigns as the beginning of a relationship. It may not turn into a sale in the first email, but if you’re in it for the long-haul every email is a trust-building moment of connection.
Email nurturing campaigns take this approach. They don’t target people who are ready to “buy now”, but instead people who are facing obstacles or challenges that your solution may be helpful for. Don’t start the conversation with “we have a solution for you”, instead try a helpful tone like “3 things to consider when you’re working on a project like %personalization%”, and then build up through a series of emails to “here’s some helpful specification information – contact me if you’d like to discuss”.
These nurturing campaigns can last a few months. These are the types of campaigns Project Prospecta uses.
Why not, as Donald Miller suggests in Story Brand, automate an email to be dropped in their inbox every month, forever, just to keep your name front of mind?
But how do you make sure you're talking to a person, and not just using a generic corporate voice?
#3 Too general
Another problem with trying to do your best with every contact is making it personal. It’s hard, when you are reaching out to thousands of people to be genuinely interested in every prospect.
As a result, you have generic conversations. You cut straight to the point - "what your brand can do for them". The problem is, no one cares yet. It doesn’t feel personal or helpful. A sales rep who isn’t sincerely trying to be helpful comes across as self-interested and prospects tune out.
If you had fewer but better quality leads you could focus on researching the company and preparing for your calls by pre-empting the problems and challenges they are facing. You can focus on them, and what they need at this point in time. These are the types of conversations you look forward to having, because you’re well prepared and they generally go better.
There’s no easy way to follow up each individual Barbour ABI or Glenigan lead up personally. That’s why Project Prospecta created a custom marketing tool for the construction industry, and Barbour ABI subscribers specifically. It initiates outreach with every good-fit contact, nurtures the lead, and then highlights sales qualified leads to your sales team. If that sounds helpful to you, schedule a demo.
Conclusion
When you have a thousand things you’re trying to do, carefully following up Barbour ABI or Glenigan leads can skip your mind. It’s also hard to stick to a thorough lead nurturing process. And making every conversation personal is yet another challenge. But, all of this will pay off. These steps help you really tap into the full potential of Barbour ABI or Glenigan.
If you’d like Project Prospecta to do all of this for you, book a demo below. This new marketing technology can initiate personalized outreach, track engagement, and qualify prospects so you can talk to only the most interested leads. This is a great way to make the most of Barbour ABI and use it effectively to grow your business.
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