How To Find Qualified Leads 1,000Oleh Mykhaylovych
So, you’re ready to throw yourself into the lead generation game. But how do you go about finding qualified leads? And what exactly is a qualified lead? A lead qualification is a contact that is already in your database.
The definition can vary, depending on the business, but generally, it just means that their contact information has been double-checked and that they are genuinely interested in your product. Some businesses and marketers only consider a lead as a lead qualification when a representative has touched base with that person on the phone, rather than someone who has merely filled in a form online.
In this case, you’ll have established that the potential customer is not only interested, but can afford the product, knows their budget, and has identified the ways in which what you offer will solve their problem or need. The other person has put in the work, in other words, and has been supported enough to feel comfortable beginning a relationship with your business. Unqualified leads are not very useful when the person isn’t sure what exactly your company offers and are typically an unlikely prospect opportunity in terms of completing your sales cycle.
To maximize opportunity, present yourself in an articulate and interesting way. Remember, it’s not only what your business offers that will set you apart—it’s how you present yourself. What kind of narrative are you telling about yourself and your company? How quickly can you get the point across, and how do your choices of wording and syntax help every word count?
For instance, more formal language and diction can send a different message than a casual email with an aggressive, familiar tone. Outdoors companies like REI or Black Diamond or young startups like Splitwise, Teespring, or GroupMuse, contact their customers in a different manner than, say, a bank like First Security or Bank of America might. Decide what’s appropriate in relation to your business and stay consistent.
The same can be said of words when applied to generating qualified leads. Take things one small step at a time. Put one word after the other. Cultivate your relationship with your potential client, and let it proceed organically.
In order to increase conversion rates, o up a dialogue, don’t rush things, and trust that things will develop. In top quality leads where there is an increased chance of close rates, you’ve articulated the correlation between your client’s needs and your product’s benefits. You’re able to say what value you can provide and your client recognizes this value. Basically, you’re primed to continue with the sales cycle, nurture the relationship, provide any additional information or support the customer needs, and close the deal.
If you’re looking for companies that can start the process of creating engagement with your audience, there are a few good ones to choose from. Found is one. Their tagline is, “Sales Prospecting Made Simple.” They create targeted lists of prospects for you and can help with streamlining promotions to your audience. Found helps you to follow up on leads in an organized manner so that you can keep track of your communications with potential consumers. They offer a beta version for you to try out and annual packages that seem affordable.
Another company out there that we like is Fileboard, a program which tightens up your communications so that you reach the end of your sales cycles sooner. They help you assess workflow, phone calls, and social media input and output. Other companies in the mix include Unomy, Insideview, LeadGenius, and Hoover’s. To obtain this kind of lead generation, however, you’re going to need to invest money into researching your market.
The higher-quality the lead, the more likely the potential customer will have done independent research on your company, has identified his goals and needs and will want to buy your product. But how do you get high quality leads? It can be as simple as creating an opt-in page on your website. You can also utilize webinar registration forms, membership platforms, and sales pages. These are excellent methods to have in your toolbox for identifying and steering those potential clients your way. In certain cases, it is certainly more fruitful to cast a wide net in order to sell your product.
When is this true? It’s kind of like weight loss. If your overall goal is to lose weight (or make money), then you want to make sure you’re burning more calories than you’re taking in (or making more than you spend). If your researchers aren’t able to assess the need for what you’re offering or if it the costs associated with researching this lead would, in the end, be more expensive than your product, then you should consider going for quantity.
It’s helpful for low quality leads when your mechanisms of sale scale well. If broader, less specific promotion still gets you a decent return on investment then, by all means, go for higher lead numbers. This primarily applies to business-to-consumer marketing, but it can apply to business-to-business marketing as well. The key? All marketers will tell you to run the numbers, so that you’re aware of how much your analysis is costing compared to how much you’re spending to sell your goods.
You’ll want to keep the buying cycle in mind, and the kind of relationship your lead will need to generate. If you’re selling to another company, you’ll need to appeal to multiple people in various levels of management, so the buying cycle will, of course, be longer. When it comes to engaging prospects, remaining aware of where you’re spending time is critical to the success of your business. And when it comes to the problem of choosing lead quality or quantity, the solution is often whatever makes the most sense for you.
You’re trying to solve a specific problem for customers with your product. So, if you can identify a large audience who commonly have this problem, say, millennials in their 20s who need a good way of keeping track of what they spend on food every week, you can accurately engage them without wasting time. Say you’re a startup app company selling an app for tracking money you spend on eating on your phone.
There are various rewards for spending more money on groceries compared to eating out per week, as well as options for creating your own meal plan, nutrition, and macronutrients goals. For this group of people (millennials), you might offer a webinar with an opt-in form for a podcast that interviews other young people—personal trainers, nutritionists, foodies, and people trying to lose weight—trying to save money but eat the way they want to.
A podcast like this engages the audience, begins to build a relationship with them, starts a community of sorts where they can comment in the podcast’s section and starts the process of engendering high-quality leads with consumers likely to want to pay a few dollars for your product. You’re solving their “pain,” spending too much of their hard-earned money on food that does not satisfy them or meet their eating goals. In this way, you’re making good leads in an efficient way that makes sense for your brand.