Sometimes it helps to define the terms you are using. For my purposes, a sales lead is also called a “finished lead.” (As defined on Page 16 of the book, Prospect Factory):
“A finished lead is a prospect who establishes current interest in your products and services and who is willing to give you a favorable opportunity to present, meet with and/or follow up with him or her about what you sell.”
Other definitions of a sales lead include more cursory descriptions of less qualified leads. These other leads are better considered to be “suspects” rather than finished leads.
When you are prospecting you are doing two things at once. First, you are looking for currently interested finished leads, but, second, you are developing other less interested leads for the future.
- Let current interest be your guide.
- If a prospect has current interest and is willing to hear from you now – terrific!
- The rest of the people you talk to should be working their way to that point.
- I may have very detailed information about a particular prospect and have interacted with that prospect many times in the past, but if he or she is not currently interested – the person is not a lead at this time.
- I’ll be patient and stay in touch.
- The better he or she knows me and what I can do, the more likely I’ll be considered as a potential solution when the time is right.
Suspects are pre-leads. It is essential to learn more about them to better understand their potential as future leads.
- For follow up purposes, it is also important to learn their buying preferences or when their buying cycles begin and end.
- Suspects are to be cultivated so that they learn who you are and how you can help them.
- Make it a priority to have your information in these people’s hands so that when they do become an interested sales lead – they will know how to find you.
Having a sufficient number of sales leads is critical for a business’ or a salesperson’s future success! Leads are the life blood of your business. Become adept at: (1) finding, and (2) cultivating a sufficient number of currently interested buyers. Do so proficiently, and the sky is the limit in your sales or business career.
