Once upon a time not so long ago, when you needed, say, a new coffee maker, you’d go down to the store and ask a salesperson what coffee makers they had. You’d pick one, pay for it, and go make yourself a hot cup o’ joe.
Today things are different. Customers have a wealth of information at their fingertips: coffee blogs and review sites, recommendations from friends on social media, and so much more. By the time a customer even thinks about going to a store — and it may well be an online store, at that — they’re less likely to ask a salesperson “What coffee makers do you have?” than “Can you beat this price on the model I already know I want?”
Whether you’re selling coffee makers to consumers or business services to other businesses, customers today know what they want, who they want it from, and what they want to pay before you can even ask “May I help you?” Growing your business means reaching potential customers before they’ve made up their minds. Lead generation is key.