Just as a good investigator works fast to keep good leads from getting cold, treat your leads like valuable clues that will lead to sales, writes Greg Wilkinson in Solve the Mystery of Lost Leads. Prospects need immediate acknowledgement and relevant information that helps them make decisions and take action. Salespeople need to receive leads immediately, along with information on the prospect, lead source and quality, plus tools for following up fast.
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Yet many companies are routinely losing sales leads they spent thousands and sometimes millions of dollars to acquire. Marketing managers seldom have the information they need to understand what happens to the leads they generate or what value they have created. On the other hand, salespeople wonder why they’re sent weeks-old leads for prospects who aren’t interested in buying.
Create a process to keep fresh leads in front of the people who are best equipped to move on them. Provide your sales team with effective tools to follow-up with prospects. And establish clear expectations for every member of the team. Doing so will help \”plug the leaks\” on leads in your company.