You know the story. Marketing complains that sales people doesn’t follow up all the leads they supply – either not quickly enough or not at all.
Sales people complain that many of the leads marketing supplies are a waste of time. Often both are right.
In real life it can take a lot of time and effort to follow up a lead – sometimes from three to ten touches – before a meeting is scheduled. If a sales person spends hours or days setting up a meeting or phone call and the “lead” turns out to be poorly qualified and a waste of their time, they get discouraged. Soon they come to expect leads to be a waste of time and don’t bother to follow up, or don’t follow up with enough persistence.
The irony is that by not following up, or by following up too late, they can miss out on genuine opportunities as well as leaving a poor impression in the marketplace.
The answer is to only pass high quality leads to sales, ones with a trusted relationship in place, where there’s a defined need, with the right person and where there’s enough information to give salespeople a head start. Once they have confidence that a lead is worthwhile they will make a big effort to follow them up.
The result is to eliminate “leads” that are a waste of time, giving your sales people genuine sales opportunities, a fuller pipeline, better close rates and more sales. Our Clients know the leads we provide are true gold, not fool’s gold.