Hello! Is it leads you're looking for?
I don't know about you but I absolutely love this meme, it makes me laugh each and every time I see it.
Let's expound upon leads, today. I'm a huge fan of analyzing leads. Some salespeople don't really understand what a lead is. They think a lead is a lead is a lead, and that's it. They don't realize there are four stages of a lead. Let's look at them a bit, shall we?
In your sales, you'll come across four types of leads; hot leads, warm leads, cold leads and dead leads. What's the difference?
Here are what the leads are and what they actually mean, to me. This may help you better understand how to treat your leads, how to nurture them and how or when to ask for the sale.
The one common theme I see with leads is the fact that they all need to be educated. Let's work backwards and see how we handle these types of leads.
HOW TO HANDLE YOUR LEADS
Before we just into how to handle these folks, picture this for a minute. The 4 types of leads can be antiquated visually by thinking of them in terms of a football team. A football team takes a kick off and are able to return the ball or let it go into the end zone for a touch back. In that instance, the average starting field position is the 23 yard line, 25 for round numbers. Let's keep that in mind as we move forward.
These are the folks that start out at the 25 yard line. Your job is to take them 75 yards to score a winning sale. That's a lot of work. These folks aren't at all excited about speaking about your product or service. You need to do some work, here. First, you want to ask them questions that pertain to their business. Typically, there are questions they have never been asked, topics they have never covered, and challenges they have never considered. Your job is to build the value of your solution, creating a situation of why they should choose you. The biggest aspect with Dead Leads is that they see you and your solution as an expense. They justify it with a budget objection, a time objection, a need objection, and even times you'll get the trust objection.
These are the folks who start out at their own 40 yard line. They had a great kickoff return, have an efficient special teams and are effective with what they do. They need less work to get into the end zone, as they're already halfway to the end zone. Again, these folks simply need education on the product and service. They need to know how it works, why you arrived at the pricing for which you quoted. How the solution can help them increase productivity, justify pricing and return-on-investment, and provide examples, case studies and white papers on how it has helped others achieve the same goals they're striving for.
These folks start off at the opposing 40 year line. They're only 40 yards from a score and 10 yards from a sure score in a field goal. However, you want to help them score. These are the folks that know the plays that need to be called, are ready to call the few plays needed to punch the ball into the end zone. Alright, enough football analogies. These folks obviously require less work and they're already prepared to score, you simply need to guide them through the process, make recommendations and call the right plays that walk them into the end zone for that winning sale.
These are the folks that are already in the red zone, they're ready to score. You simply need to call the plays to do so. They know the plays, but need you to hike the ball to start the play. They're ready to buy, ready to give you their money because they believe in your play calling abilities and your track record. There are always opportunities to probe a little deeper and upsell them on various other products.
Now, the common theme of all leads include EDUCATION. You're constantly educating them about your solution, your business and you as a salesperson. A qualified lead is an educated lead, plain and simple.
Your Friend & Favorite Consultant
Curtis DeCora is the Chief Executive Officer with Optimize Business Solutions and also a Senior Account Executive with Integra Business. The experience and expertise is backed by 8 years of B2B sales, starting 44 small businesses, and helping clients save an average of $9,381/year.