Lead Generation for High End B2C Products
Small product and service in not require lead generation process as per we disccussed.
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we learned that we do not need lead generation for basic B2C products that are low priced and simple.
For example, if you are selling candy or a pen, it is a simple low priced product and doesn't need lead generation.
The sales cycle is short and the decision-making process is easy. Many of these products and services are bought on impulse.
Even if the end consumer makes a wrong purchase, it is not something to worry about. If I spend 10 rupees on a pen and if it doesn't write properly, I will not lose sleep over it.
My time is more valuable than going back to the shop and asking for a refund. However, when it comes to high-end B2C products, we need to do lead generation.
Let's take two examples of high-end B2C products.
What are the biggest purchases that a consumer will make in his lifetime? It is easy to guess.
The biggest purchase would be a house.
People end up spending their entire life savings to buy a home. The next biggest purchase that they will make will be a car.
Let's first think about buying a home.
The Process of Buying a Home:
If someone is interested in buying a home, he/she will look at an ad and will call the number on that ad. Or they will look at an ad online, click on it, visit the landing page and fill out a form with their contact information.
This contact information becomes a lead for the seller. As we discussed in lesson 1, this is a lead because it leads to a sale.
This contact information is the connecting link between the buyer and the seller. Once the seller gets the contact information he will call the prospective buyer and schedule a site visit.
Without seeing the house in person, the buyer cannot make a buying decision. This is a complex product and once the purchase is done, it is difficult to reverse the transaction.
So the buyer will visit the house (or a model house if it is still under construction) and then will ask a lot of questions to the salesperson.
- Does it have a good water supply?
- Is this a good neighborhood?
- What about the facilities in this apartment building?
- What about the security and so on.
These are the questions and objections that the buyer has before he can go ahead with the purchase. The decision-making process can take anywhere from 3 to 6 months. The sales cycle is long in this case.
The seller needs to generate the leads, profile the leads, score the leads, and then close the sale with constant follow up. (All these strategies will be discussed in the future lessons).
Now let's take another example of a high-end purchase.
The purchase of a Car:
After a house purchase, the next biggest purchase for an end consumer would be the purchase of a car. It is not a one time purchase but it can happen once in 3-5 years. Since it is a complex product, lead generation is required for this.
This is how the process would flow:
- The buyer sees an ad online for a car.
- He visits the landing page and downloads a brochure.
- He gives his contact details to download the brochure.
- Then he watches a welcome video.
- Below the welcome video, there is a link to request for a test ride.
The form asks a lot of questions such as:
- What car do you currently own?
- When are you planning to purchase the new car?
- Will you be buying it as an individual or as a company?
- When do you want to request for a test ride?
- Do you need financing for the car or will you pay the full amount upfront?
The questions that are being asked in the form is very important to score and profile the leads. The salesperson may not have time to call every lead and give the test ride of the car to them.
He has to filter out the highly qualified buyers from the unqualified ones. Many car enthusiasts who don't have the money to buy cars would still request for a test ride.
The information filled in the form will help the salesperson to prioritize the leads. That's why lead profiling and scoring becomes important. In future lessons, I will show you how lead-profiling and scoring works in real life with practical tools.
You can see that in both the cases mentioned above the sale cannot happen without lead generation.
No one will see an ad and swipe their credit card to buy a home or a car. Lead generation and sales are required in this case because the buyer has a lot of questions that need to be cleared before the sale can happen. And that can be cleared only by a salesperson. And for that, the salesperson needs the contact information of the buyer.
That's why lead generation becomes very important. The same method can be applied for any B2C product that is high-end.
If you are selling an interior-design service or an appliance that is high priced, you need lead generation.
In the first few weeks, we will be focusing on the theory and fundamentals of lead generation which is very important. Without understanding the principles and fundamentals, the strategy and tactics will not make any sense.
If you are looking for tactics and strategies that you can apply immediately, please have patience, they are coming to you in the future lessons. If you understand the principles properly, you will be able to come up with your own strategies and tactics.
That's it for today's lesson on lead generation for high-end B2C products and services.
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