B2B Lead Generation for Specialist Markets

The harder your customers are to find, the more useful we become

If you sell a specialist product or service, your potential customers may sit across completely different industries, use different terminology and have very different people responsible for buying what you sell. There are no near misses. Finding the right business isn’t enough if you’re talking to the wrong person and more often than not the only way to really find out who your target customer is, who makes the decision and how they buy is to talk to the companies you want to ultimately do business with.

That’s where we come in!

Our signature Lead Generator service uses research, data and real human conversations to find the businesses that could genuinely need what you sell, identify the right people within them and uncover where your opportunities really are.

You might know exactly what your best customers look like but struggle to find more of them
Your product might solve a problem that exists across several completely different industries
The person who buys from you might not have an obvious job title

In those situations, buying a list and working through it isn’t enough. You need curiosity, intelligence, charm and great conversation skills to get into the right conversations and find out what’s really going on.

We start with what you already know, investigate where else the requirement might exist and build a much clearer picture of your potential market. We look at your existing customers, applications and successes to understand why they buy from you, not simply what industry they’re in and we test it out by speaking to businesses, asking questions, qualifying the requirement, understand how they buy and feed what we’re learning back into the campaign.

That means your prospect list is continually improving as the project progresses because it is increasingly shaped by evidence rather than assumptions. Sometimes the evidence tells us something we weren’t expecting.

◊ One of our clients selling high-value access equipment asked us to test two potential markets.

◊ One flew and one bombed, the one that worked produced: 8 new leads and 4 proposals of around £65k each.

◊ They didn’t need thousands of leads, they needed to find the relatively small number of businesses where there was a genuine opportunity on the horizon.

Sometimes you need
to get clear
before you get busy

The market intelligence is priceless

One of the most valuable things we can uncover is where else your product or service could fit.

A conversation in one market can reveal an application in another.

A prospect who isn’t a buyer may point us towards the type of business that is.

Repeated objections, and the conversations behind them can tell us the proposition needs changing before more money is spent pursuing it.

Once you understand how people buy, you can use that knowledge to make it easier for them to buy from you.

You can’t automate your way through a specialist buying decision

If you’re selling a complex, specialist or high-value B2B product or service, you cannot simply sequence somebody through a buying decision. Great salespeople listen, interpret, spot what isn’t being said, ask the next great question. They understand where somebody is in their buying journey and help them navigate it.

It isn’t easy and not everyone can do it. Think about the best buying experiences you’ve had in your own business. I’d bet they involved good conversations, human expertise and fewer bloody emails.

We’re great at starting those conversations you want to be in.

Sometimes opportunity really does come out of nowhere

One of our team recently discovered that a prospect suddenly needed a £100,000 piece of kit because theirs had been run over by a bus. A real conversation here at Your Lead Generation, you couldn’t make it up. Your version probably won’t involve a bus it might be a flood, an office move, an expansion, a new building, a contract coming to an end or simply somebody deciding they’ve put up with their current supplier for long enough.

But if you’re not talking to those prospects, how are you going to know?

That’s what good lead generation does.

Quality beats quantity

When the market is specialist, volume can be completely the wrong measure of success.

We’re often brought in by businesses that know the type of organisation they’d like to work with but don’t have the time or resource to consistently open those first conversations. One of our clients put it rather nicely:

“We were not looking for volume in terms of the contacts YLG should bring to us, we were very targeted in the type and size of our target audience. Laura and her team were able to put us in touch with 9 very well qualified leads in the first 3 months – this was a real win for us. From the 9 contacts, we are now working with 4 and that’s a great start for us and the pipeline is shaping up nicely.”

You need the right businesses, the right people, the right conversations and the intelligence to know what to do next.

Give us the difficult one

If you’ve got a specialist product or service and you’re not quite sure where your next customers are hiding, talk to us.

We have services to support you and if you are all at sea it could be our Business Developer that is the perfect starting point.

You can kid yourself that you’ll start making cold calls tomorrow or can you find out how Your Lead Generation can step in to generate new leads and boost sales.

For a no obligation chat about how we can support you to get qualified leads for your business, get in touch via the link below.