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Developing an Effective Lead-Qualification Process

Inside Sales Lead Management Featured Article

Developing an Effective Lead-Qualification Process
September 18, 2014

  By Michelle Amodio, TMCnet Contributor

There’s a lot of talk about leads in terms of garnering sales, but without lead qualification, the whole process is kind of moot. It’s a bit underrated, but lead qualification teams deliver tremendous value, acting as a sieve between marketing and sales. Who finds disqualified leads useful? No one, which is why having a process in place is important. But how does one begin?

Business2Community sees potential in the clean slate. The first step? A good script. Scripts give team members a ready series of statements to help them overcome objections and ensure everyone is on the same page and uses language and messages in a way that reflects your company vision, mission and culture. A script is designed to capture qualified leads, thus putting a check mark in the “good lead” column.

In terms of making calls, really, it should be about making one call, as in singular. At the end of the call the rep should know what action to take. Each lead can go into a category, whether it’s back to marketing for more coercion, over to sales for immediate follow up, or sales for immediate action. Again, a good script will allow members of your team to move onto the next step of placing leads in “buckets,” if you will.

Of course, qualifying leads won’t do you any good if your sales and marketing team aren’t on the same page. Marketing and lead generation really need to work closely together to ensure a high profit margin. It’s common that marketing and sales are treated as different beasts, but one really cannot exist without the other. Integrated marketing has offered many businesses a new approach, where sales and marketing intersect, thus leading to decreased expenses and an increase on the bottom line.

Once you have qualified leads, using software like VanillaSoft can help track every lead from beginning to end and see an increase in client outbound calls. VanillaSoft offers complete transparency of activity and results, leading to better campaigns and more effective and successful calls.

Nowadays, businesses are armed with marketing strategies, and using lead-qualification processes offers insights into those leads may be great candidates for your services or products. 

Edited by Rory J. Thompson

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