So, you have just run a marketing campaign and ended up with a handful of leads. What do you do next? Contact each of them one after another? After a few rejections, we realize that many of them are useless. We get dejected and give up.
Is there a way to resolve this issue?
I think there are two ways to tackle it. Firstly, be selective in selecting your target customers. It will reduce the number of leads to be managed. Secondly, establish a process for qualifying your leads. Here are the 5 Questions I use to shortlist.
Does the customer have the financial resources to pay for your services or buy your products? Let's face it. We need money to buy stuff. People will not tell you that they don't have the financial resources, and you will keep on pounding on their doors. It will not open. You will waste precious time, and there will be an opportunity cost for all these efforts.
Does the customer have an immediate pain that can be resolved with your product/service? Statistically, only 3% of the customers are looking for a solution to their problem at this instance. Another 7% have the problem and the resources needed to solve it. But they need to be made aware of it. 30% of the customers do not have an immediate need but may need your solution in the future. By segregating 40% of the leads in these three categories, we can effectively allocate the resources.
Do you have the best pain reliever for the customer's pain, or is your product a band-aid? We need to be truthful with ourselves. We cannot have the best solution for every problem our customer has. If we identify that our solution is sub-optimal, it is better to walk out of a deal. If we push ahead, the customer will soon realize it.
Is the person a decision-maker, or can she connect you to one? If we cannot quickly move up the ladder and reach the decision-maker, it is better to go slow. Many people in an organization have the authority to say NO. Only a few have the power to say YES. Unless we get their attention, we are wasting our efforts.
Is implementing your solution part of their plan, or do you have to sell it to them? When people find you for a problem they have, the price becomes irrelevant. On the other hand, when we reach out and sell our solution, we have to handle objections and spend additional time and effort. Also, hard-selling ends up with a lot of negotiations.
In the next blog, I will provide a few examples of how a great post/ad/sales copy can effectively filter the leads.
Subodh
May 15, 2022
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