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In Sales Lead Generation...motivation comes in a few different flavors
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| Posted By :
2008-08-19 01:15:19 |
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Lead generation can be seen as a buffet. You are faced with many choices, almost all of which look appetizing. However, you never really know until you take that first bite whether it is going to be something savory or not. Let's first look at those prospects who jump out at us, eager to do business asap as a result of our cold call; we'll call them Spicy (over-eager prospects who want to sign NOW), Medium (encouraging, but with reasonable reservations about your offering) and Mild (eager for information, but slow to move).
Spicy – This prospect displays a high level of interest, saying "your timing is great...so glad you called!"
Watch out for this prospect as he/she may not be the best sales lead. Often prospects who are willing to skip all the logical steps in the sales cycle may be a prospect who has so much pain (and has neglected it too long) he is now in a panic to find a fix. Unfortunately, depending on the problem (and how long it has been a problem) such prospects may be beyond help. Although these leads are rare, many sales people believe that a prospect who is willing to move very quickly is the most qualified lead out there. Eagerness is far from the best criteria to judge a lead by. Desperation does not equal qualification.
Medium -This prospect has pain usually on a scale of 6-8 with 10 having very little pain. This lead also has a fair amount of skepticism, which is normal when a prospect is serious about fixing a problem. This prospect meets you at the door, but is far from throwing it open and inviting you in for tea. He is going to throw up sales objections, ask you questions about your past experience, make you demonstrate your knowledge of their industry...in other words you should really be put through a buying or screening process. The medium prospect is looking to you as a potential solution, not clinging to you like a life raft.
Mild - Prospects that have low motivation may lack the knowledge to understand what you do and how you do it...these folks require education so they are probably not ready to advance in to the sales cycle although they may engage you in great conversation and want to pick your brain. Once they understand your solution, they might be very receptive and step right on into your sales cycle. However, in most cases, you are simply pointing them at the door and saying "here's an opportunity." They will probably need time to do their homework and look a little more in-depth at your solution.
These folks also may lack the internal support for your solution or lack the money to secure your services...in which case they would be great candidates for your lead management program, during which you can answer questions, provide more information or otherwise facilitate the decision-making process without wasting the time of your sales reps.
Your buffet will probably have a good deal of mild dishes on it, which is fine. With the right ingredients,
your mild prospect will likely make a fine meal eventually. When you happen upon a "happy medium," savor it.
Make the most of it. Just make sure you are careful with Spicy prospects. Sometimes you won't know until you've been burned...but once you have been, it's a lesson you'll remember for a long time. Keep these principles in mind and you'll be enjoying the feast for a long time to come. |
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