You sure that’s a bad lead? Your best prospects may be delegating


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You can’t always judge a book by its cover, nor can you accurately score leads based simply on what you initially capture in a registration form.

For example, the early stages of buyer research aren’t always being done by the buyer and/or decision-maker. Increasingly, that work is delegated to underlings. And if you disregard a lead simply because their title doesn’t match your ideal profile, you might be missing an opportunity to get into a deal early, and ultimately get to the decision-maker from the inside.

So, you say, you’ll adjust your lead scoring to be more liberal about titles and levels in the organization. But that doesn’t always work either.

Recently, one of our clients got a lead from a technical contact at a small, community bank. Neither the individual nor that small bank were good prospects. But if we would have left things there, we’d have missed a huge opportunity.

Turned out that the technical contact had been assigned by an association of more than 200 community banks to research a solution they would all use and pay for together.

That small bank wasn’t a good prospect. But the combined purchase power of 200 community banks? Now we’re talking.

We wouldn’t have known that unless we had done some additional due diligence on the lead.

Lead qualification is more than just scoring lead forms and appended contact/company data. That can help you prioritize, surely, but you may be missing out on some big sales if you fail to qualify the circumstances between cells in your spreadsheet.

Republished with author's permission from original post.

Matt Heinz
Prolific author and nationally recognized, award-winning blogger, Matt Heinz is President and Founder of Heinz Marketing with 20 years of marketing, business development and sales experience from a variety of organizations and industries. He is a dynamic speaker, memorable not only for his keen insight and humor, but his actionable and motivating takeaways.Matt’s career focuses on consistently delivering measurable results with greater sales, revenue growth, product success and customer loyalty.


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