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WHEN IS A LEAD NOT A LEAD?
In our last agency newsletter we posted this: "Agencies that get our invitations
frequently thank us for the "lead." But we're looking for a better word. Leads come in
various forms, but in the sales sense, a lead is the suggestion (based on some degree
of fact) that a prospect may be interested or looking for a particular good or service.
But the typical lead is not pre-qualified, tested, perfected, validated or consulted in
depth. Our invitations are far more than leads. When the agencies were invited to pitch
Wal-Mart, did they thank the consultant for the "lead?" I don't think so. The industry
needs a new word - any thoughts?" (breaking news - unconfirmed, but the press
reports Wal-Mart went to DraftFCB)
We received some interesting suggestions, a few among them included "qualop"
(a qualified or quality business opportunity) from Mike Scott with Vox Medica,
Inc.; "Certified Pre-Owned Clients" from Gerard Miron with Miron Communications;
but in our opinion, the winner for now is "Introductions." Thanks to Walter Ohlman of
Penny/Ohlmann/Neiman, Inc. in Columbus, OH. Walter points out the obvious. Nobody
introduces someone unless they are willing to endorse, to refer, to affirm. Our's are
NOT leads; they are
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Introductions. Referrals, recommendations, acknowledgements,
affirmations. In the introductions we make, we speak "for you, on your behalf," and
we love it when you make us proud, and so it is...
Sincerely,
Charles G. Meyst, Chairman/CEO
Business Partnering International, Ltd.
Vantage Place, 4327 Cox Road
Glen Allen, VA 23060
Voice: 804.346.1812
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