Waiting until a potential buyer contacts you is like a small shop owner waiting in their boutique until someone enters the store.
If your sales channel is through distribution partners and resellers then you rely upon them to sit and wait until a potential client shows up.
Create and distribute content
Instead of waiting you need the conversation started with information or solutions that could interest your typical clients. The challenge is to find new subjects and insights for creating interesting content. This content can be send to your market segment (Direct mailing or emailing campaign) or to your partners and resellers in the hope they present this information to their customers or potential customers. At the same time this content (and even more) should be present on your website too in order to show a form of stability to the potential customers.
Get the conversation started
The main goal is to get the conversation started on a subject or matter that relates to your solutions or business. It is not required to try to sell the products or solutions related to the created and published content.
Just getting into a conversation is a first success. Lead generation and the sales cycle comes much later.
Getting your sales rep or the sales rep of your partner or reseller into a potential client company is a first achievement.
With content the wait is over
So start creating content related to your business which can range from generic information related to your industry to solution specific information. Almost anything which could generate interest or is news worthy for the potential customer is good enough.
Then the wait for someone to contact you is over as you give your potential customers the chance to enter into contact with you just for the conversation.
Similar the specific solution related content will attire visitors which can be identified by company name using a website Caller-ID.
Do you have to wait or do you have teasing information ?