High quality leads will determine many things in your business some things which may be affected are listed below;
- The morale of your sales team
- The lead to sale ratio
- The costs verses profits
- The productivity of your team
- The number of conversions
- The loyalty of your staff
- The drive to succeed by your team
Now we all know that sometimes it’s the sales people’s negativity rather than the leads, however you need to be able to determine this so that you can track your quality of leads affectively. You should have a process for all leads which do not convert to go through once the sales person deems it as dead.
One way to do this is to have all dead’s collected and called back, a friendly customer service call to determine if it was in fact that the lead was dead or not of high quality and also to see if the sales person really did everything possible to close this sale. Perhaps their technique was incorrect or the customer may simply not have liked their tone of voice. If this is the case the lead can be re-issued to someone else. If the lead was not of high quality, then you should refer to training your marketing team more effectively to fix the problem. If working with a marketing company then you should promptly send back all leads you have checked so that they can correct their team and provide training accordingly.
The importance of high quality leads for your business can sometimes be overlooked. There is no point in getting hundreds of low quality leads per week and closing fewer deals than you would with less high quality leads. You firstly need to determine however what exactly a high quality lead to your business is. This should be put in point form, a list of qualifying questions that potential clients need to answer before becoming a lead. This list should be used in your scripting for your marketing team or issued to your marketing company.
You also need to have a quality control section in your company, depending on the number of leads coming through would depend on how big it needs to be but generally you should only need one person who understands the importance of high quality and who also knows how to determine if it’s the sales person or the lead which is the problem.
There are many forms of lead generation so depending on what type of marketing you’re currently utilizing there may be many things to check on… with telemarketing it would obviously be the leads generated by the agents and this is fixed by implementing training and consistent coaching for the team. If its online marketing then you will need to check which keywords you’re optimizing and how this affects the quality of lead coming through. With email and SMS marketing you may need to check the message you’re sending to potential clients as well as the lists you’re using. There are many other forms of marketing but generally you need to look at the message being put across to the potential customers and how they would be interpreting this message. And also look at your current target market.