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Lead Generation Isn't About
Getting the MOST People,
It's About Getting the Most Qualified
People
Something I've seen
over and over is that many of my clients originally believe that marketing and
lead generation is supposed to bring "as many people through the door" as
possible. It isn't. It is about "getting the most qualified people through the
door."
I've developed a rule of thumb in my business consulting that has helped me
identify one of the big problems my clients frequently have. The rule goes this
way:
If there are two different groups responsible for lead generation
and sales, and if marketing success (advertising, lead generation) seems
extraordinarily high, while the sales close ratio is way down (maybe 1 in 10)
then the chances are that the marketing and lead generation efforts are not
qualifying the leads. The target has been to get the most people through the
door instead of the most qualified people.
One of my sales trainees
ended up with an extremely high cold calling response rate. It was nearly 90%
of every live person she could reach. She was convincing nearly everyone she
could actually talk to to explore the next steps.
She had convinced
one of the other companies in the class to hire her to do their telemarketing.
The result of her telemarketing was that she was bringing in a flood of leads
to their sales department. The problem was that the sales department was not
able to close many of these leads.
She could generate lots of leads.
She could generate a lot of interest but she had failed to qualify these
people, to make sure that they could and would be able to buy.
On one
hand it proved that what we had been doing in the sales training worked as she
was able to generate so much interest. On the other, she was abusing the
influencing skills she had developed in our class, and wasnt qualifying the
people before passing the lead on to sales.
Let me give you another
rule of thumb I use. The sales process usually is more labor intensive than the
marketing and lead generation process. If the leads arent being qualified in
the marketing step then a lot of time is wasted in the sales process talking to
unqualified people. The sales response rates will drop and not really indicate
the true sales success.
If a sales person is talking to a qualified
prospect his sales close ratio should be in the 40-50%, or even higher, range.
However, if he is fed leads that arent qualified, he is having to qualify leads
that should have been qualified by the marketing and lead generation process
and taking a lot of valuable sales time. Now his sales success will go through
the floor.
So, if you see a high marketing, lead generation success and
low sales success look into the fact that they might be receiving unqualified
leads as a potential cause before accusing sales of being failures or before
providing training to the sales department.
If, as is frequently the
case, the sales department is also responsible for generating their own leads,
Ive frequently seen sales people that are excellent at lead generation but
couldnt close a deal if their job depended on it, and it does. Ive also seen
excellent closers that couldnt find a lead with both hands. Evaluate your sales
team by assessing these two separate skills. They are, indeed, two separate
skills and frequently not at the same skill level in your sales
people.
Article written by Alan Boyer
About the Author: Alan Boyer,
CEO of The Leaders Perspective, LLC is one of the worlds leading sales trainers
& breakthrough specialists.
With over 35 years of business experience,
he has catapulted businesses lightyears ahead in weeks. Some double, some jump
10 times.
He helps companies worldwide reach further than they EVER
thought possible....FASTER
http://www.leaders-perspective.com/Sales-Training.aspx
mailto:AlanBoyer@leaders-perspective.com
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Marketing Dashboard
If you're tired of reading reams of pages in
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What it is, is a Marketing Dashboard. The concept is you point, click
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