Lead Generation Strategies to Consider

Written by Jesper Bach

For us hardwood lumber manufacturers, who doesn’t want to generate more leads? It seems we are always looking to find new qualitied buyers of full load hardwood lumber products!

 I am sure the process differs to some extent from traditional consumer based sales lead strategies, particularly insofar as “buyers expect answers and information at a moment’s notice,” Salesforce observes, so firms “must focus on crafting an experience that fulfills this expectation.”

For us, we are constantly looking to do everything we can to support our lumber trading team. It’s clear to us that only within a highly supportive and collaborative culture can our team reach out every day to existing and potential clients successfully.

When it comes to our lead generation strategies, we find these tactics helpful. Maybe you will as well.

lead generation1. Offer high-quality content that benefits your followers.  Being seen as a thought leader in your industry often facilitates the effort of attracting new sales leads. Whether you offer blog posts, “how-to” articles, videos, product briefs, or other types of content, it’s important to provide information that’s relevant, informative, and easy-to-follow.

2. Share the successful experiences of your most loyal customers. Nothing may be more persuasive to a potential new client than reading about (or seeing, through video) existing clients’ purchasing experiences. Whether that be how they used our Rustic White Oak from our World Wood yard more effectively or found they improved their lumber yields using hardwood rips, it helps customers understand the value. According to Zendesk, case studies “are usually only pulled out in the middle and bottom of the funnel to convince buyers to complete their journey,” so “if you have cold, hard evidence [about the value you provide customers], make sure people are seeing it.”

3. Provide a seamless online experience. Remember, prospective customers today usually do a fair amount of research prior to reaching out to —or welcoming a call from—a sales representative. It’s easier than ever before to peruse your company information online, both what you offer on your business website and what else might be written about you in the form of blogs, articles, and/or social media posts.

But when a prospect does visit your website, the experience should be seamless. This means including strong content, a clearly-defined call-to-action (ideally on every web page), and offers of free giveaways, such as an industry-specific white page.

Most importantly, ensure that prospects encounter no difficulties navigating from one page to another on your site. Make it easy for them to contact your sales team or even make a successful  purchase information or find your available inventory without speaking directly to anyone.

4. Facilitate easy referrals to your business. It is no secret that referrals from your loyal customer base can also result in high-quality sales leads. The key is making the referral process as straightforward as possible. For example, offer your clients a small packet of materials regarding your business, which they can then quote from or share with potential B2B buyers in their networks.

Speaking of networks, this is the time to cast a wide net for referrals. As we have noted before, sales leads “could be from someone among your cadre of satisfied customers, from a business contact in your LinkedIn network, attendance at an industry trade show, etc. The key is letting everyone know that you’re seeking sales referrals.”

Generating qualified sales leads, especially in the hardwood lumber industry is an ongoing activity. By acting on these and similar tips, you’ll have a better chance of keeping your sales funnel busy and productive, thus leading to a wide and stronger customer base.

What works for you?  Let us know!

Tony Cimorelli
Baillie Lumber
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