Zombies aren’t the only ways you can have an apocalypse. But more to the point, the post-apocalyptic setting is best known for themes like survival in a world where everything you took for granted is no more.
For B2B lead generators and inside sales professionals, a scenario like that can come by without you realizing it until it’s too late to prepare. Examples range from the loss of an entire market to the sudden shortage of new customer information. In all cases however, your contact database is one of the tools you need prepped in order to survive. Where do you start?
Here’s a more real life example: Google has yet again taken another federal smack in the face in the wake of recent antitrust investigations. By now, Google has practically become the face of online search. It’s not just regular consumers who use the search engine. Professionals who are looking up other certain professionals (as in cases of B2B prospecting) often rely on the search giant every day.
What happens though when this giant is becoming less and less trustworthy in terms of its motives? What alternatives do you have when the internet itself suddenly crashes to a halt because the #1 search engine might not be #1 for very long?
This is where your contact database should be coming in.
A search engine, for all its usefulness, is really just like a well and now there’s word of mass contamination in the underground water supply. Your own database is the reservoir. How do you know it’s been prepped for this kind of situation?
- You’ve tested it for contaminants – Yes, there’s still a risk that the information you got could’ve already been compromised. You won’t find out though until you muster up the courage to check it yourself. Choose one means of communication in your test, like making a quick phone call or even just going to an address of prospects actually located near you.
- You’ve learned to ration and replenish – You’ve also got to make sure you don’t run out like finding some means to replenish it and ration your consumption. After going through your database and hopefully winning some clients, try to really invest in long-term relationships with these businesses until you can at least find some other ways to get better information.
- You kept it from dirtying itself – Lastly, you’ve got to make sure that you don’t end up with the same tainted reputation as other information sources. Be transparent with the way you collect and act upon the information in your database. If today’s economy is putting more emphasis on trust then you all the more reason to not be evil.
Mass economic disruptions can occur any time and a lot of them can directly affect the way you acquire business contacts. Always keep your database prepped for such emergencies!