SOLUTION 21
FOLLOWING UP ON SALES LEADS
Developing new sales prospects is an important priority, no matter what you are selling. Your future sales depend on finding and developing prospective buyers, so it is important to allocate some of your time to prospecting.
Sales leads may surface from a response to advertisements, referrals from your network, and from buying contact lists (see Solution 22).
the more prequalified leads you can follow up on, the better your chance of a sale
THE BEST TYPE OF LEAD
There are two types of sales lead:
Non-qualified leads Names and basic contact information for people and companies who might buy from you.
Prequalified leads Meet defined criteria related to their ability and authority to buy what you sell.
QUICK FIX: TRADING OFF CUSTOMER SATISFACTION
Your best prospects are those that have been referred to you by current customers. Whenever a customer expresses satisfaction, ask them if they have an associate who might appreciate your services, and always follow up on these while they are current. If possible, ask referrers to let the prospects know that you will be contacting them; your prospecting call will have more credibility as you are being recommended by someone they know and trust.
ADVERTISING LEADS
Many companies use magazine advertisements to elicit a response from readers – a token gift may be offered to get the reader to make an enquiry with their contact information. Sometimes, questionnaires are used to help identify and qualify enquirers. Know what the primary qualification questions are for what you sell. Examples could be, ‘Do you have a computer network that is more than three years old?’, or, ‘Are you considering buying a new car in the next month?’ Knowing the best qualifying questions can help you to identify which prospects are the most likely to purchase from you.
prequalification can assist the seller in determining the value of the prospect
It used to be that most enquiry leads came from magazine advertising, especially in industry publications where the readers already have an identified need. Adverts would include reader service numbers that could be checked off on a postage paid card at the back of the magazine. Readers supplied contact information in return for product information or reports, with enquiries being reported back to the appropriate advertisers. Today, more enquiries are being developed through Internet websites. The process is automated so that requested information is immediately delivered to the enquirer using auto-response software.