To some of you it may seem a rather obvious thing to say but a lead and a sale are two different things and accordingly need different treatment. I often come across businesses confusing the two and ending up losing a good lead that could have turned into a sale or spending too much time working on an unqualified lead because they thought they had a sale they didn’t!
A lead may eventually turn in to a sale but there is a process it needs to go through to get there.
Typically, you communicate to leads en masse, a lead could be a contact on a bought list, a card you picked up from a networking event, referrals, respondents to advertising/social media campaigns or someone who has filled out a contact from on your website.
Trying to sell to a lead too early can lose you a potential sale. For example, collecting business cards at a networking event then going back to your office and contacting them as if you have spoken to them and know them and their needs and trying to sell to them is a big no no!
The simple but necessary process to turn a lead in to a sale means your leads become prospects, which can be turned into an opportunity and then finally closed in to a sale. Below is a brief outline of what needs to be done at each stage:
- Leads need to be treated with a care and respect, they need to be nurtured. You need to communicate with the lead on a one to one basis and encourage them to engage with you so you can learn more about them. You can do this with e-mails or telemarketing for example. If a lead engages in two-way communication this suggests they have real potential to buy from you. The lead then becomes a prospect.
- A prospect has the potential to become an opportunity, to make a sale. So next you need to determine if they have a challenge you can help with and whether your product can bring them any value. Therefore, when handling a prospect you need to determine
- How much do they know about your product/service?
- What do you know about their specific challenges?
- What do they understand about how your product/service could help them?
- Do they have a budget?
- Would they appreciate a proposal?
If a prospect decides to consider your proposal or solution to their challenge they become an opportunity and are one step closer to becoming a new sale and a new client. An opportunity is a qualified prospect you have made a detailed proposal to with a specific cost. If the opportunity you present is accepted and agreed you now have a SALE and a new client. Now is the time to start providing them with your product/service!
So, in summary leads, prospects, opportunities and sales are all different but all part of the same process. It is important to differentiate between the stages so you can make sure your marketing and sales strategy is doing the right thing at the right time! If you would like help understanding the stages and developing your sales process please get in touch with Your Business Development Team. We are here to help and be a part of your team. It’s what we do! E-mail me at firstname.lastname@example.org