The CRAP Report

You know, I can’t tell you how many times I’ve had to field the question, “How many calls per day does your team make?”  You know what I want to say?  “It doesn’t matter.”  You know why?  Because it doesn’t.  If you want me to deliver you “X” number of leads per day, and I can do that with making “Y” number of calls, then my team is making just the right number of calls we need to.  If you’ve opted to outsource your lead generation, the most important thing a vendor delivers to you, at the end of the day, is quality sales opportunities.  If they can do that on 5 calls or 500 calls, the leads are what you’re after, right?

I understand that you may say, “Well, if you can get me ‘X’ number of leads by making ‘Y’ number of calls, why can’t you increase ‘Y’ to bring me ‘Z’ number of leads?”  I can do that, but it’s going to cost more because chances are you only signed on for “X.”  That is something that clients of mine don’t like to hear but need to.  Remember, you’ve signed on for an expectation of “X” and that is what I’m going to deliver to you, to the best of my team’s ability.

Now, I’ll give you your right to gripe about calls per day if you’re not getting delivered what you were expecting.  A good organization is going to recognize that to meet your lead goal, they’re going to have put some horsepower behind a failing project, in which case the call number per day should go up.  I’m sorry, however, but no amount of lead generation/demand generation is going to help find leads for a product that your market just doesn’t have an interest in (remember New Coke?).