Frontline Perspectives

Your company probably spends a lot of time and money finding qualified leads. These are the folks who have raised their hands and shown interest in your business in response to your marketing efforts. Sounds good, right? So why is your sales force complaining about them?

Because a lead isn’t necessarily a sales-ready lead. A sales-ready lead is ready to purchase from you right now. Not weeks or months from now. Studies show a sales-ready lead will dramatically increase your overall close rate from the same flow of leads, and enhance the level of engagement and responsiveness from your sales force or channel partners.

Here are five traits of leads that are truly sales-ready:

1. Need: A lead may be qualified by position, company size, industry, etc. But if they don’t have an immediate need for your product, it may be months or even years before you convert them.
2. Application: Being aware of what your prospect really needs is critical to determining if that lead is sales-ready. If you sell widgets, but your prospect is using way more thingys these days, that lead is not sales-ready.
3. Timing: This is a biggie. You might have the greatest product or service in the world. One that everyone on your prospect list can use. But if the prospects aren’t in the market for them right now, those leads are not sales-ready.
4. Money: Make sure all of your leads have the available budget to invest in your product or service. Don’t waste precious time and resources pursuing a seemingly hot prospect only to find out that they can’t afford what you’re offering.
5. Decision authority: Remember that great contact you made at the trade show? The one you hit the party circle with? The one who was so interested in your company and said he couldn’t wait to work with you? Well, he has no authority to authorize any purchases whatsoever. Titles can be deceiving. Make sure each lead on your list can actually buy what you’re selling.

So now that you know what distinguishes a regular lead from one that’s sales-ready, how do you find those most likely to purchase right now? And which need more nurturing? Watch for another post about lead nurturing programs and soon enough, your sales force will be happier and more effective. And you’ll watch your sales numbers climb.