This is a question that was put to me by one of our prospects a week or so ago and something I’ve pondered a little since. For the purpose of clarity I’m not answering ‘should they be generating their own leads’ (because you may have a superior marketing machine behind you) – I’m asking ‘are they capable of generating leads’
Irrespective, the answer from me is a resounding ‘No’
To give a little bit of context;
The particular business in question is in the technology sector and grew a modest 8% last year in terms of turnover. Despite the small growth in revenue, the profit number unfortunately didn’t follow and they made no more profit than the previous year. The sales team is 3 plus some administration support and a part time marketing person.
My contact queried my response and stated “I’ve got expensive sales resources on the payroll, so surely my marketing should be responsible for the leads”. Again I can’t but agree, however, here’s the reasons I would not hire sales people that are incapable of generating their own leads;
1) How many businesses are so overrun with leads that their salespeople are working with company-generated enquiries for 100% of their time?
2) Combined with point 1 – if a sales person incapable of generating their own leads ever claims that they are short of leads, then by definiton whatever you pay them when they aren’t in front of customers, is a straight loss to the business.
3) If they are unable to generate their own leads then they are, in my opinion, either lacking some form of creativity, or potentially lazy. If they lack creativity in being able to generate leads, there is a very definite possibility that they will lack creativity in deal making, resulting in them ‘leaving money on the table’ when they’re with your clients.
4) In my opinion, being able to generate business and find leads from nowhere is a real skill that is often not considered at hiring. I suggest that you start asking them if they can generate leads at interview stage – if they can, trust me, they’ll be able to sell!!
I have a couple of Non-Exec Director roles myself, and despite not being there every day, I very much consider myself part of their team. I always look to actively promote their businesses at every possible opportunity.
