Lead generation professionals spend the majority of their time cold-calling prospects.
Organizations need to be able to sustain business performance by adding and retaining new customers. To bring in sales revenue, companies hire lead generation professionals to persuade customers to purchase their products and services. Lead generation is the process of collecting and recording the contact information of prospects, or leads, using website forms, databases, cold-calling and other promotional methods.
Function
Lead generation professionals or specialists call businesses, individuals, institutions or government agencies and inform them about their company’s product features, prices and benefits. These workers must uncover the prospect’s needs and business goals and determine whether their company’s solution addresses their problem or issue. Lead generation specialists also are responsible for qualifying leads based on factors such as the prospect’s budget and requirements and passing it along to the sales team after it is entered into their company database. Other duties include attending client meetings and updating sales lead activity and contact information.
Education
A college degree is not required for a lead generation position, however most employers require that candidates hold a high school diploma or equivalent. College courses that help prepare for a lead generation position include business administration, public speaking, interpersonal communication, marketing principles and computer technology. Also previous work experience as a telemarketer or phone marketer is helpful for landing lead generation jobs.
Skills
Since the majority of a lead generation professional’s time is spent prospecting over the phone or in person, excellent oral and presentation skills are needed to succeed in this job. Employers require that candidates possess basic computer skills in word processing and email software applications. Lead generation specialists should also be able to build strong networks in- and outside their organizations, handle rejection with poise and work well in teams or independently.
Salary
The average salary for a lead generation specialist in the United States was $55,000 per year according a July 2010 SimplyHired report. Job earnings for this position differ based on company, industry, commission rates, education and experience level, and employee benefits.
Work Environment
Although lead generation professionals generally work in an office environment, it is common for these workers to work remotely from home office locations. In addition, most of their time is spent talking on the phone and entering data into computer databases. Work can be repetitive and stressful, since it is common for these professionals to earn commission based on the number of leads they qualify and quarterly and annual sales quotas.
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