Using direct mail or e-mail to generate sales leads is a smart way to support your sales staff and make their efforts more efficient and profitable. If done properly, a good lead generation program can lower your sales costs and raise your sales revenue. Here are a few ideas for getting quality leads:

Offer something. This the key to any successful lead generation program. By getting prospects to respond to an offer, you are encouraging them to raise their hands and say, "I'm interested in this." You can offer just about anything: catalogs, brochures, consultations, surveys, samples, inspections, or anything else related to your product or service.

Help your prospect solve a problem. This gives your offer real value. For someone experiencing project management problems, offering a "Free Project Management Kit" is more appealing and relevant than "a free brochure about the ABC Project Management Company."

Stay focused on getting the leads. Don't get carried away with the creative aspects of designing your mail or e-mail. Keep your message as simple as possible. The idea is to pique your prospect's interest in the free product or service you're offering and get a request for it. Don't talk about your company, then tack on an offer at the end. Focus the whole message on the offer, from start to finish.

Gather the information you need. In a mailing include a reply piece that can be mailed or faxed which provides room for all required information. In an e-mail, direct them to a landing page that gives a questionnaire.

Follow up fast. Hot leads cool off quickly. When you get an inquiry, identify what you're offering and get the lead into the hands of your sales force immediately.