7 Ways to Generate Sales Leads Off Line
October 2nd, 2007 by 
Chris
Sales lead generation should be an ongoing process and vigilance is required to keep “the pipe” full. This is especially true for companies with long sales cycles where it is easy to forget that those sales during good times came from sales leads that were generated seven months before.
The Lead Optimize blog tends to focus on online sales lead generation but when working with clients and generating leads for my own businesses I always bring up the importance of generating sales leads off line as well. The list below covers 7 of the basics. Any of them might be a solution for your particular current or future needs.
7 Ways to Generate Sales Leads Off Line
Connect with your potential customers through various methods. Be proactive and consider these proven methods:
- Direct mail: Mail is third largest form of advertising, only after TV and newspapers. Use a targeted mailing of letters or postcards to generate qualified leads. Alan Sharpe has written a comprehensive article on how to write powerful sales letters and brochures for direct mailing, called “Brochures that Generate Sales Leads (and How to Write Them).”
- Telemarketing: Contact potential customers by phone to scout for leads. A recently-published report called “What’s Working in Lead Generation Today” by Mike Shultz of www.raintoday.com compiles the results of a survey conducted with over 700 professional services leaders. Click here for the complementary summary of data. “Is Cold Calling Really Dead?” by Karen E. Klein was published in BusinessWeek, and gives excerpts from an interview between Klein and Shultz, where he describes one of his most impressive findings - that sales leaders find cold calling to be #2, after referrals, as the most effective ways to generate quality leads. I personally have not found this to be true but it is an interesting read.
- Radio, newspaper, print newsletters: Carefully watch how much you pour into this method of offline sales lead generation, because you will be hitting a lot of people that are not potential customers. Survey your clients before shelling out the bucks. What publications do they read? What radio stations to they listen to? Advertise in magazines, trade publications, newspapers, radio and the printed phone directories.
- White papers, case studies analyst reports & product literature: Best for B2B, these generate quality sales leads by providing the reader with an information packed document that focuses not on selling your business, but providing a solution to the reader’s problems or needs. A well-composed white paper or case study won’t mention your business until at least half way through it. Michael Stelzner has written a great article on “How White Papers Can Turbo-Boost Your Lead-Generation Campaign.” This one works fantastically online as well, of course.
- Public speaking on your topic/business: Use your expertise in your industry to conduct a free 45 minute seminar. By gathering the names and contact information of the attendees, you will have a highly qualified pool of leads. For example, if you are CPA, offer a session on “How to Stop the Financial Leaks in Your Business”. Offer tips and suggestions that business owners can implement through their bookkeeping. Avoid pushing too hard with a sales pitch, but consider offering a free incentive at the end of your session. They‘ll be interested when you follow up with a targeted mailing asking for their business, especially if it is personalized.
- Publish articles: Magazine and periodical publishers are always looking for high quality free content relevant to their subject matter. Write articles about your area of expertise, and you will mark your place as an industry expert, which will draw potential sales to you and maybe even a speaking engagement.
- Referrals: Referrals are the most effective way to get qualified sales leads. Ask for referrals from your clients, partners, and customers.
Total Lead Generation Strategy
To optimize your lead generation process, take a comprehensive approach. Include both online and off line leads. Depending on the business and industry, some enjoy more qualified lead generation off line. When talking about sales leads, quality is more important than quantity, so incorporate a mix of online and off line sales leads for the best chances of a complete lead bank.
Keep in mind that not everyone is online, and some businesses and customers prefer to make contact, and be contacted, in person. Think about all the other interactions and potential opportunities for contact during the rest of the day. This will never go away. This is why off line leads will always be important and will always need to be cultivated.
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