Introduction- Lead Generation & Project Creep
We provide qualified leads to both franchisors and suppliers, who have their own sales staff. Typically, our leads are “demo ready”. We have run into a problem, recently, with clients who are asking us, in essence to fix their broken demo model.
In this article, we want to explain the dynamics of lead nurturing, highlighting the importance of establishing clear boundaries with clients.
Understanding the Core Problem: Becoming a Proxy Salesperson
Clients with a show and tell demo generally don’t make the sale and they promise to “follow up” with the prospect.
Instead, our clients ask us to do their follow up because its “our” lead.
So, we find ourselves in an unexpected role, extending beyond lead generation to assuming the responsibilities of follow-up sales work.
This shift in role brings additional workload and the potential to strain relationships with clients and our professional network
The Triangular Communication Loop Challenge
The situations led to a complex “triangular” communication loop, involving the lead, himself, and the client. This not only increased our workload but also risked damaging our professional relationships due to repetitive contact.
Setting Clear Boundaries in Lead Generation
To avoid such scenarios, it’s vital to define the scope of work with clients clearly.
This involves establishing that lead generation does not automatically include post-demo follow-ups, unless it’s an agreed-upon part of the service.
A structured handoff process is essential. Once a lead is passed to the client post-demo, it is the client’s responsibility to manage follow-ups, ensuring clarity in role delineation.
Right from the start, managing client expectations is crucial. Clear communication about roles and responsibilities in the lead nurturing process can prevent misunderstandings and overextension of duties.
