SGL - Sales Generated Lead

An SGL (Sales Generated Lead) refers to a lead generated independently by the sales team. These leads are directly discovered by sales representatives through their activities, and they are typically obtained through processes different from those used by the marketing team.

Characteristics of SGL

  1. Generated by the Sales Team

    • SGLs are created by sales representatives through their networks and prospecting activities.

    • Example: A sales representative meets potential customers directly at industry events or conferences.

  2. Direct Approach

    • SGLs begin with sales representatives directly contacting target companies or individuals, eliciting interest, and establishing them as leads.

    • Example: A sales representative uses a list to make cold calls and identify potential customers.

  3. Immediate Relationship Building

    • Since sales representatives are directly involved, they can establish relationships with customers early on, building trust quickly.

    • Example: Moving swiftly from initial contact to setting up a meeting.

SGL Generation Process

  1. Creating a Target List

    • Sales representatives create a list based on their target market and ideal customer profile.

  2. Research and Prospecting

    • Based on the list, sales representatives research target companies or individuals. They use LinkedIn, industry news, and other resources to understand the needs and interests of potential customers.

  3. Initial Contact

    • Sales representatives make initial contact through cold calls, emails, or social media messages, delivering pitches or introductions to spark interest.

  4. Follow-Up

    • After the initial contact, follow-ups are conducted to delve deeper into the specific needs and challenges of interested leads.

  5. Establishing the Lead

    • As a result of follow-ups, if a lead shows interest in specific information, a demo, or a meeting, they are established as an SGL.

Importance of SGL

  1. Sales Team Autonomy

    • By generating their own leads, sales representatives are not solely dependent on the marketing team for leads, providing them with greater autonomy.

  2. Immediate Response

    • Since sales representatives directly generate leads, they can respond immediately to customer needs and interests, approaching leads while they are still "hot."

  3. Deep Relationship Building

    • Direct involvement from the early stages allows sales representatives to build deeper trust with customers, increasing the likelihood of successful deals.

SGLs are a crucial method for sales teams to generate their own leads and swiftly approach potential customers. By effectively utilizing the SGL process, companies can enhance the performance of their sales teams and promote business growth.