Do you sometimes feel like your lead generation efforts go around in circles?
You stumble upon a warm lead (which gets you rather excited), then you allot considerable attention on that lead over other leads (which is not really a good idea), and after a definitive phone call or a face-to-face appointment you find out that the lead is not anywhere near your lead criteria, which brings you back to square one (you had it coming).
Now obviously, that could’ve been avoided if you had a solid lead qualification process in your system.
What you’re missing
Without a clear path for warm leads to ultimately become qualified leads, you’re not only wasting valuable time and resources, but you’re also blowing a lot of opportunities by not paying attention to those leads which could have been more productive.
What’s worse is that sometimes, leads end up prematurely disqualified just because the lead generation personnel failed to nurture a prospect. Although a lead may not meet the criteria on the surface, there are cases when it can still be converted by digging deeper and discovering what the prospect really wants.
On the flip side, there are also cases when you think you would get a sale out of a lead because of how perfectly it meets your “requirements”. Just because a lead is qualified doesn’t guarantee a closed sale. When prospects are brought along a poorly executed and unreliable lead qualification process, you’d often be surprised to know that most of your golden leads will turn into stone.
What you need to do
To increase your chances of getting only qualified leads instead of so-so leads, consider these actions:
- First, determine how many leads you need within a particular time frame. Why is this important? You need to know whether or not you’ve had enough, so you’ll know when to stop and focus on developing them.
- Establish an elaborate lead nurturing process. Determine how soon you would follow up on inbound calls and emails. Draft a detailed checklist when pre-qualifying prospects. Identifying a “point of no return” when foreseeing progress into the sales funnel.
- Encourage prospects to lay all information on the table. Opportunities often arise when every detail is explored, and in that way you are allowing leads to qualify themselves.
- List down common deal-breakers. Identify the factors that often lead to a prospect being disqualified in the end, so you can filter them early on in the sales funnel and avoid wasting time.
- Coordinate with your sales team. In some cases, marketing criteria varies from sales criteria. Make sure both departments are on the same page so no leads are declined after submission.