We need MORE education.
We don’t need NO education, is obsolete.
The pay-per-lead pricing model is often counter-productive, particularly when offering products and services to businesses.
Pay-per-lead tends to incentivise quantity over quality. In an attempt to generate more leads, there is likely to be a dangerous focus on attracting a large number of potential customers without necessarily ensuring they are highly qualified or likely to convert into actual sales.
Crucially, both long-term relationship building and brand reputation will be sacrificed, hindering efforts to build a loyal customer base.
Far better to adopt the philosophy of Marcus Sheridan in his excellent book, They Ask, You Answer.
Here Marcus emphasises that businesses should prioritise helping and educating their audience over purely selling. By addressing the needs of potential clients openly and honestly, businesses can create a strong foundation for long-term customer relationships and business growth.
Looking ahead, few businesses would want commission-only telemarketers, sales people and marketers, tasked with generating as many leads as possible, using outdated, pushy sales techniques.
A free exchange of information to inform, educate and even entertain, will become the norm.
Lead quality vs. lead quantity, cultural fit and brand reputation are increasingly going to be the most important considerations when approaching lead generation, sales and marketing.
“Quality is never an accident. It is always the result of intelligent effort.” – John Ruskin
Quote source: https://www.azquotes.com
Thank you for reading.
