Lead Generation before the Internet Area
Prospecting changed by Public Transportation improvement
Technology advancement: Train network.Advantage: larger geographical areas became possible and specialization
of the Salesmen.
Method: Push Marketing
Leads contacting changed by Telephony availability
Technology advancement: Telephone became wide spread.Advantage: no transportation costs for first Lead Generation.
Method: Push Marketing.
Finding potential customers telephone directories
Technology advancement: compiling directories with classifications.
All potential leads could be found in different books, all addressable
by telephone.
Thus Cold Calling came into existence.
This gave the advantage of Lead Generation over a wide area and lower
costs as no physical
transportation was required.
Even more importantly a Cold Call could get a conversation with the
Very Important Top Officer.
The major draw back of Cold Calling is the waste of time for the
Salesman with uninterested companies.
Method: Push Marketing
Lead Generation change due to Individual Transportation
Technology advancements:
- Highways – Autobahn – Interstate.
- Affordable and reliable cars.
Advantage: larger geographical areas became possible and specialization
of the Salesmen.
Using highways by car larger areas became possible and no constraints
of train time schedules.
Method: Push Marketing
Getting Interested Parties by Mailing automation: Direct Marketing
Technology advancement:
- Automated Letter sorting.
- OCR Address Recognition.
Advantage: mass mailings became possible and on time delivery.
Although generating prospects by sending letters has existed since the
beginning of post system, the capability of sending out mass mailings
which were processed by machines brought new opportunities.
This has lead to mass mailings.
Method: Push Marketing.
Prospecting by operators in call centres: outbound telemarketing services
Technology advancement: Automation of calling.
Computer Telephony Integration (CTI).
Advantage: Call centre operators cost less than Salesmen.
Instead of the Salesman wasting his time on the telephone, a first
filter of possible leads is done by an operator using a script.
The scripts are fixed, thus no real interaction with the potential
buyer. This can lead to not recognizing certain Prospects, is less
interesting for the potential buyer, as he will obtain less
information.
Method: Push.
Further: Lead Generation during Internet era
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