On a basic level, almost all businesses strive to generate leads – to find prospective clients, learn more about them, present an offering and win the business. The tactics used to directly support lead generation can include outbound telemarketing campaigns, cold calling, direct marketing and direct selling. Oftentimes, these activities are poorly coordinated, executed by the wrong personnel and measured insufficiently.

How helpful would it be if your lead generation activities delivered qualified candidates to your sales force, ranked by attractiveness based on a predetermined set of criteria? And what if a script was attached that enabled a smart conversation between you and your prospect?

It’s not as hard as you think. Consider three simple steps to help build an economical, sustainable lead generation program with measurable results.

Step 1: Develop quality lists – Define your markets and find prospects with basic research tools. Subscription or on-demand services such as OneSource (www.onesource.com) can deliver excellent lists cost effectively. Filter your lists against pre-defined attractiveness criteria.

Step 2: Qualify – Call prospective customers and ask them about their business needs. Create a script that enables a dialogue so information becomes easier to share. Don’t burden your sales force with this task. Utilize trained, professional resources capable of managing an open-ended conversation with prospects. If using external resources, interview the actual call team to make sure their experience and credentials are in line with the task at hand.

Step 3: Record, measure, adapt – Use CRM or subscription-based lead management systems to record contact names and phone conversations, rank and forward leads to sales, and measure campaign effectiveness. Look at what’s working and what isn’t and adapt your program. It’s easier and more economical than you think.

These steps create the opportunity for direct and meaningful conversations that result in appointments and site visits that ultimately may turn into new business.