Three things you must consider when choosing a LeadGen Agency

Choosing a cold outreach agency is an important decision for any company wanting to expand its customer base in a predictable manner and establish itself independently of referrals.

Have you ever tried to find a LeadGen agency for your company and realized that not all providers are the same?  Selecting the right agency can be a challenge, as there are many aspects to consider.

In this article, I will discuss three crucial things that you must avoid when selecting a LeadGen agency.

1.   No guarantee? Stay away!

The first and most crucial criterion is the guarantee.

If someone wants to sell you a monthly retainer in the mid four-figure range without offering a guarantee or performance-based compensation, you should steer clear.  A promise of guarantee always follows a comprehensive understanding of your company, your product, and your target audience.

How else can an agency guarantee success without knowing you and your business?

A reputable agency will thoroughly qualify you as a customer and should then be willing to evaluate their services based on measurable results and base their pricing on it.  Without a guarantee, you risk spending money without receiving the desired service.  Therefore, avoid committing your budget to an agency that does not take responsibility for success.

A promise of guarantee always follows a comprehensive understanding of your company, your product, and your target audience.

2.   No robust tracking system for Sales? Your campaign’s auccess is left to chance!

Good salespeople know their numbers. When it comes to the success of a sales campaign, precise tracking is key.  You want to know which activities are successful, which communication texts generate the most leads, and how effective your sales efforts are to continuously optimize the process.

Without precise tracking, the success of your campaign is more left to chance than based on a systematic approach.  It is essential to be able to analyze potential blockers at various steps in the funnel to specifically address them.  Only then is sustainable success possible.

Here is a small example that captures the summary presentation of tracking visibility, one of 12 KPIs we track for our partners:

A/B testing is also important for testing the effectiveness of various approaches and continuously optimizing them.  Therefore, make sure the agency has the necessary tools and expertise to conduct precise tracking and A/B testing.

Without precise tracking, the success of your campaign is more left to chance than based on a systematic approach.

3.   It’s not about leads, it’s about paying customers.

A common mistake when choosing a LeadGen agency is to focus solely on the generation of leads and appointments without considering the entire sales process.  Yes, leads and appointments are an important first step, but ultimately, it’s about turning those leads into paying customers.

Ensure that the agency you choose pursues a holistic care approach that supports you in converting leads into appointments and ultimately into business closures.  An agency that merely uses email or LinkedIn automation and then withdraws from the process once your lead responds will not be beneficial in the long term.

You need an agency that communicates with your leads until the appointment is booked and supports you with impulses for successful sales so that you can convert these appointments into paying customers. That’s what it’s all about in the end.

You need an agency that communicates with your leads until the appointment is booked and supports you with impulses for successful sales so that you can convert these appointments into paying customers.

Conclusion

When choosing a sales agency, do not be swayed by empty promises.

Avoid agencies that do not offer a guarantee, lack a comprehensive tracking system, and do not provide holistic care until the conclusion. Because, in the end, it’s not about leads or even appointments; it’s about winning paying customers. Systematically and with as little risk as possible.