Asia is one gigantic market for internet users and has huge potentials for running business to business lead generation campaigns. With Singapore’s strong, limitless internet connection, and the Philippine’s reputation as one of the fastest growing number of internet savvies in the continent, Malaysia now shares a part of pie.
But how far has lead generation gone in the Malaysia market? How do Malaysian businesses perceive or behave towards lead generation as part of their marketing strategies?
Chinese, Indian, Eurasian and indigenous cultures comprise the Malaysian society. This racial fusion clearly shows how these people embrace change and explore diverse experiences as shown by its advancing technologies and booming economy which is well represented by its famous landmark – The Petronas Twin Towers.
However, despite the notable growth of Malaysia’s economy, its people have kept a percentage of conservatism that depicts their stance on Lead Generation.
How do we address this?
“Send me the information first and I will take a look at it”, is the usual answer that you will hear from a prospect during a lead generation call. Normally, 9 – 15% of a total number of acquired positive contacts requests more information first before agreeing with a follow-up call. Once these prospects have received and read the information, there is a higher chance that they will agree with a call.
Relative to their conservative attitude towards engaging with new processes is their meticulousness in process implementation. Singapore businesses may just be as meticulous but are more flexible in adapting new business ideas and much familiar with B2B marketing strategies as compared to those in Malaysia.
How do we overcome this?
Aside from presenting a simple calling spiel, deliver a clearer view of your product and services to your prospect via email. It is also best to do knowledge checking with them during your follow up call, to be certain that they fully understand your product or service offering.
3. Business English Skills
Spontaneity is quite a challenge among Malaysian executives especially for small and medium businesses. Thoughts and words are sometimes atypically expressed for both spoken and written English which at some point may cause delay in completing the lead generation process.
How do we cope with the challenge?
The calling agent should adjust in his communication pace or speed and the choice of words. The same applies with email collateral – words and idea construction should be comprehensive, direct to the point and simple.
The subjects mentioned above may sway the lead generation process at some point, but let’s look at the bigger picture – Malaysia is fast becoming a highly industrialized region in Asia and a good risk for a lead generation campaign.