The 3 barriers to Lead Generation
Any discussion of lead generation should include considering what the barriers are to success; only by addressing them can businesses keep up with and continuously improve their outbound campaigns and so improve generating leads that convert to sales.
For this article we will look at the 3 main barriers
- Resistance. It is the hesitation to engage during the initial contact or outreach phase.
- Objections. It is the hesitation to convert and occurs later, usually when the prospect is considering your offer but hasn’t yet committed.
- No. Getting over the “no” and embracing it for growth.
Your sales pipeline is not just about closing the sale infront of you today it is about literally creating opportunities where none existed before. By shifting your mindset to see objections as part of the journey, you can unlock the full potential of outbound lead generation and create a thriving sales pipeline.
Resistance as a Barrier
Resistance refers to a prospect’s unwillingness to engage with your outreach, preventing meaningful conversations from taking place, which halts the lead generation process before it begins. It often stems from external or psychological factors, such as:
- Prospects may resist because they are inundated with similar offers. Being one of many is a really difficult place to be, stake out what you stand for and the difference you bring and work hard on your USPs. Give this article a read: https://yourleadgeneration.co.uk/2024/11/05/leaning-into-a-crowded-market/.
- Cold calling, unsolicited emails might trigger resistance due to negative past experiences or preconceived notions about sales tactics so make your outreach relevant, interesting and no spammy or continuous pitching. A personalised approach is the best way to deal with cynicism and sceptism, embracing the phone and in person visits and events to build relationships and that all important know like and trust.
- Prospects may resist simply because they don’t understand how your offer can help them and may not fully grasp how your offering addresses their specific pain points, leading them to believe they don’t need it.
Resistance can be reduced by sharing valuable, educational information and personalised outreach. Showing genuine interest in the prospect’s needs often helps break down resistance.
You have to show up often enough and for long enough for the prospect to build that familiarity and the all important know, like and trust.
Objections as a barrier
Objections are more specific than resistance and arise further into the sales journey after engagement has begun. They can stall or completely derail the lead conversion process if they are not effectively addressed.
Common objections include:
It’s too expensive. Having a unique position away from the competition and showing the value of what we are offering is key to not competing on price.
I’m not ready to make a decision right now. Dig deeper here and ascertain for yourself if this is due to other commitments , market conditions or you are just being fobbed off and then act accordingly.
I’m not sure if your solution will work for me. Trust issues can stem from unfamiliarity with your brand or past negative experiences. Prospects may doubt your ability to deliver on promises, leading to hesitation. Be open about your processes, prices, strengths and limitations in relation to the needs of your prospect.
We don’t need this right now. Customise your offerings to align with the specific needs of your prospects. Flexibility shows that you are committed to finding a solution that works for them.
We already work with someone else. Existing relationships with competitors can make prospects resistant to change, especially if they are satisfied with their current solutions. In a competitive market this is a common place to find ourselves and you will need to really consider how you approach each occurrence. Can you be there as the secondary supplier to take up any slack/overflow when asked, is it worth working on gaps in their current offering as a way in?
It is for you to anticipate common objections and address them early on in your sales process and also should be one of the key jobs your marketing works to address. By bringing up potential concerns yourself, you demonstrate transparency and a deep understanding of your prospect’s needs.
Get Over the “No” in Lead Generation
In the world of business development, “no” is often seen as the end of the road. However, for those who succeed in lead generation, hearing “no” cannot be a deterrent!
A “no” is rarely a reflection of your offering, prospects may say no because:
- They don’t yet understand the value you provide.
- They may not have the immediate bandwidth or budget.
- They don’t know like and most importantly trust you.
Outbound lead generation allows you to engage with prospects repeatedly, helping them move from hesitation to consideration. Studies show that it can take 7-10 touches before a prospect engages, so persistence pays off:
- Nurture. Staying in touch through thoughtful follow ups ensures that when a prospect is ready, you’re the first name they think of.
- Educate. Use outbound outreach to share content, case studies, or testimonials, gradually breaking down objections and building confidence in your solution.
- Stay relevant. Regular touchpoints mean that even if the timing isn’t right now, you remain a contender for future opportunities.
Long term relationship building transforms “not now” into a future yes. Outbound lead generation, by nature, encourages resilience, as you focus on the long game of relationship building rather than immediate wins. Encourage a culture that views and explores objections as opportunities rather than setbacks. Train your team and equip them with techniques to stay motivated and persistent in the face of rejection.
A resilient team is more likely to overcome barriers successfully, enjoy their work and keep a robust pipeline converting.
If you are really considering the subject of why people don’t buy from your business , you might find this download useful
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