Stop Sending Bribes - Start Creating Value in Sales Conversations
Effective lead follow-up requires meaningful engagement rather than superficial incentives. Here's why focusing on value-driven conversations works better than promotional gimmicks.
A personal experience highlights this contrast. After downloading white papers from Vocus, they sent a coffee mug with decorative cookies and a voicemail requesting a demo. The salesperson failed to explain the product's benefits or relevance to my business. This approach felt impersonal and ineffective.
In contrast, HubSpot's approach demonstrates how to do lead follow-up right. After hosting a webinar about blogging, their sales team:
- Asks for feedback about the webinar experience
- Ensures participants received all materials
- Discusses specific blogging challenges
- Offers practical tips for improving blog traffic
- Shares insights about search engine optimization
This engagement strategy works because it:
- Shows genuine interest in the prospect's needs
- Provides immediate value through expert advice
- Builds trust through meaningful dialogue
- Creates natural opportunities for further discussion
The key difference? Focus on having valuable conversations that help prospects solve real problems, rather than using promotional incentives that don't address their needs.
When following up with leads, prioritize:
- Understanding their specific challenges
- Sharing relevant expertise and insights
- Building relationships through meaningful dialogue
- Demonstrating how your solution addresses their needs
By leading with value instead of incentives, you create stronger connections and more qualified sales opportunities.