𝐃𝐨 𝐰𝐞 𝐧𝐞𝐞𝐝 𝐥𝐞𝐚𝐝 𝐠𝐞𝐧𝐞𝐫𝐚𝐭𝐢𝐨𝐧 𝐟𝐨𝐫 𝐁2𝐂?
Welcome to the Lesson 2 of lead generation!!!
If your business doesn't need lead generation, then there is no point in learning lead generation, right?
So, does your business need lead generation? Let's see!
A business doesn't need lead generation when you are selling very low priced consumer goods that are simple in nature.
When consumers don't think too much to buy something, no tough decision making is involved, they don't need to go through long thinking process then it's pointless to generate leads.
Some examples of low priced consumer goods:
● Candy
● Soap
● Pen
● Cookies
● Body spray
These FMCG (Fast-moving consumer goods) products are simple, low priced, and attract a lot of repeat buyers.
Companies that sell FMCG products do not need lead generation.
Just imagine how frustating it would be when you have to generate leads and call them to convince them to buy your cookies or soap and close the deal and have a salesman doing the same for you.
It is not practical because the amount of profit that you make from the sale of the soap is not enough to pay for the sales person's time and you would end up making losses with the sales process.
And it's also not required because the sales process for soap or cookie is simple. You have a product, you sale it to consumer, simple. Only when a lot of questions have to be answered regarding the product or service because your product is complex, a salesperson is required.
Many FMCG products are simple products and decision making is usually impulsive.
In such cases, brands will engage in marketing activities to raise brand awareness about the brand and get a strong market positioning within the market that they are operating in.
For example, Parle G is a good brand in biscuits. They have strong market position as leader when it comes to biscuits. They do not generate leads for there business. They just focus on advertising and building strong brand awareness and increase demand for there product.
(What would you do if you had salespeople that do not take a salary or a commission from you? Would you employ them to sell your low priced, simple B2C products? Probably yes. But in the real world, you cannot hire people at no cost. But you can close yourself digitally and use marketing automation to sell without any human effort. That's something we will look at in future lessons).
Can you think of all the products and services that do not require lead generation?
In the next lesson, we will discuss if we need lead generation of B2B and Enterprise products and services. See you in next lesson.