Giving Quality Lead Generation Advice Attracts Opportunity

Brian Carroll is being too modest; his business blog became a book because he connects with his reader with valuable resources. I'm reading his new book "Lead Generation for the Complex Sale" derived from his B2B Lead Generation Blog. There is more to it than that...

In Chapter 8, he exposes why forcing highly paid consultative sales people to pick up the phone and place phone calls is actually an ineffective use of their time ... but by the end of the chapter, you understand that it's also counter productive. Not only is this valuable advice for every sales and marketing manager, but it's directly related to what his company In Touch Inc has discovered for customers.

Brian's blog attracted a book opportunity because he conveyed experience in a marketing channel that created exposure. This kind of exposure positioned him as the obvious expert in the field. Now, I've talked with Brian on the phone, he knows much more than he shares on his blog.

That's why his book is so good; it goes beyond the blog with practical actionable insights -- from experience, not theory! Unfortunately, so many of my clients are afraid of giving anything away for fear ... fear of what:

• Competition will gain insights into business practice,
• Time it takes to share what you know with prospects,
• Misrepresentation of message by individual employees,
• Not connecting with buyers in a revenue generating way,
• Having time wasted by lookers and freebie seekers,
• Devaluing paid services by giving away advice,

Each of these fears is justify, yet completely ridiculous. I'm not saying here you need to start writing a blog, but you do need to use some kind of touch campaign to stay "connected" with buyers. Brian saw the opportunity to share with prospects, this opened new opportunities to position his company as a leader.

How are you using media? Are you using it to grow, extend, and cultivate customer relationships? How are you conveying your experience to help customers feel comfortable doing business with you?

Brian's book "Lead Generation for the Complex Sale" has inspired new lessons for my popular free course "17 Easy Ways To Generate Leads And Get New Customers" available at http://b2barticles.com/17EasyWays -- you'll also get an upcoming teleseminar with Brian, but you have to sign up today or you'll miss the announcement.

How powerful is touch? Brian Carroll will continue to attract media opportunities while creating more credibility around his area of expertise ... not because he was lucky, not because he has a blog, but because he did something to reach out to buyers. He gave quality first, and through that attracted opportunity.