Are you qualifying leads or losing business?

Collecting prospect data is just the beginning of the sales processes. Here we explain the importance of qualifying leads and how you can begin to create valuable data.

 Qualifying leads is the difference between data and sales

Qualifying leads is the difference between data and sales

The method for turning those business cards on your desk, or those email addresses on your database into qualified leads can be summarised in two words: contextualised curiosity.

Yes, you need to lay the groundwork. A qualified lead must still work for the business you have them listed against, and they must occupy the procurement position suited to your product. Their phone number must be current, their email must be active and you must build a calendar of when they are likely to buy. For some people, this is enough.

People, not numbers
The key to qualifying a lead is turning that name into a person.  A real, fleshed-out person who might be grumpy on a Monday morning, and in meetings all day Wednesday and so unapproachable at certain times. You need to know they are ready to research a certain product and the conditions that encourage them to buy.  In other words, you need to be curious about a prospect in the context of what you are trying to sell.

Qualifying leads requires you to dive deeper than building an accurate, current database. The more effort you put into qualifying leads, the easier the selling process becomes. Building a list of active buyers is an art; trawling LinkedIn for people with “appropriate” job titles is not.

How do you do this? The short answer is this: hard graft.  To get accurate data requires patience.  Finding out more about people is much tougher and often takes people out of their comfort zones.        

There are no shortcuts to qualifying leads. To do it correctly you need to put in the groundwork.  If you don’t have time, please speak to us about doing it. It’s what we do. We create a pipeline of qualified leads for our clients which means the sales conversation process becomes a pleasure rather than a chore.