Qualified leads are best. Qualified leads are what every sales rep dreams about. But to find qualified leads in less sophisticated companies you'll have to kiss 8-12 frogs (unqualified prospects). In more experienced companies, with sophisticated qualification techniques, they'll create fewer unqualified inquiries to find a qualified prospect with need, desire to buy,and time frame. Qualified sales leads (whether self-qualified or post-inquiry qualified):
- Reduce prospecting time.
- Reduce the sales cycle.
- Increase revenue as qualified lead count surges.
- Increase the percentage of salespeople making quota.
- Reduce sales territory turnover (as more people make quota).
To create qualified leads and be a revenue marketer you have to:
- Constantly measure how many self-qualified versus unqualified leads you are creating.
- Create as many self-qualified leads as possible (get questions answered by the prospects so you know if they are potential buyers and how soon they will buy).
- Decide if you can send the self-qualified leads (once they have qualified themselves) to your salespeople directly without first nurturing, etc.
- Qualify the unqualified leads via emails, calls, and nurturing prior to sending the qualified leads to sales representatives.
- Measure the closed sales that result from the qualified and unqualified leads.
- Repeat what works; delete what fails.
Why it Matters:
Qualified leads reduce the cost of sales and increase
revenue while reducing the sales cycle.
It’s said that the simple things are the hardest to teach. Maybe that is why creating qualified leads is so talked about but so seldom practiced. Why are marketing people so difficult to convince that their job is to create revenue, and that most sales come from qualified leads? Creating self-qualified leads and qualifying the raw unqualified leads is a simple, easy process. It can’t be money that stops marketers from doing it; qualified leads always reduce sales and marketing expenses.