Generating aerospace and defense sales leads is no small feat. Often, these leads have been over-called, over-sold, and over-targeted. By the time you get a lead list, each potential customer may have already been contacted a number of times by a competing company or, worse yet, someone within your own company.

Aerospace defense sales come easily when leads are gathered in a relationship-forming way; buying a list from a company that the lead hasn’t opted in to or calling on outdated lists is one quick way to lose your credibility. Updating your lead list on a regular basis takes creativity and patience.

Keeping up to date with industry news and resources, attending conventions, and asking leads to recommend another lead are all creative ways to generate new leads. Keeping track of your leads and generating new aerospace and defense leads on a regular basis will:

1. Ensure that your sales remain steady
2. Keep your customers and defense sales companies leads happy
3. Bring in new defense leads and aerospace leads from satisfied customers

Action Steps
The best contacts and resources to help you get it done

Generating leads for defense business from outside sources

Generating defense industry sales leads is the first step in getting a sale; it also happens to be one of the hardest steps. With a limited number of leads out there, most lists have already been called on more than once. Try companies dedicated to finding new leads in order to convert names into sales.

I recommend: Sites such as Sales Genie promise quality data for defense leads and aerospace sales leads, while Selectory and US Data Corp gather aerospace and defense sales leads and military industry sales leads from a list of government-trusted leads. Each state has a Procurement Technical Assistance Center (PTAC) that can help you find leads from the federal government. Marketing Outsource Associates offers the TargetGov Government Buyers Guide, which can help you locate direct contacts at federal agencies and offices.

Using industry resources for defense lead generation

Outside sources can handle everything from defense lead generation to aerospace defense sales, but take a look from the inside as well. Sources such as magazines, associations, local aerospace groups, and conventions all hold a plethora of leads.

I recommend: Magazines such as Aviation Now offer a built-in audience of aerospace business leads – from the advertisers paying to appear in the magazine to the consumers purchasing the magazine -- all of these are potential aerospace leads. Magazines often sell their circulation lists based on opt-ins from their circulation department. Attending conferences, such as the ones listed on Aerospace Technology, is another way to generate automatic leads. Conference attendees or booth exhibitors often receive the convention list, which includes the names and phone numbers of attendees. Booth exhibitors can also use aerospace lead generation tactics, such as contests and giveaways, to gather lead information. Also check out the Aerospace Industries Association for good industry-related information, in order to stay up-to-date on the latest trends.

Managing your customer relationship with defense sales companies

Now that you have a number of leads, it's time to call, e-mail, or visit them! If you don't have the time or staff to keep your sales relationships strong, you may end up losing the leads you worked so hard to get. Keeping in contact with leads includes calling to check in, thinking of them when you have a new product, and sending useful information their way.

I recommend: Siebel is a customer relationship management company dedicated to managing the sales process through its entire life cycle – from generating leads to marketing and building customer loyalty. Siebel also has a department dedicated specifically to aerospace and defense sales leads. Companies such as Stein Aerospace manage your leads, attend conferences in your name, and follow up with your contacts on a regular basis.

Tips & Tactics

Helpful advice for making the most of this Guide

• •  Be sure that you are familiar with government regulations and contract requirements when pursuing aerospace and defense leads.