Not every lead is going to result in a paying customer or client, but that doesn’t mean that every lead isn’t valuable in some way or another. Companies can learn a lot about the overall market and the success of their marketing and sales campaigns with every lead that comes in, which is why it’s important to spend ample time qualifying each lead and essentially treating them as clues. Whether a lead is warm or cold, asking the right questions can tell you a lot about how to break into a specific organization or more broadly, into a specific industry. Here are a few key things to find out from leads:
What initiatives they’re currently working on
Taking the time to ask questions about what a lead is currently working on not only expresses your interest in the lead, it also provides key insights into what drives and motivates them. You can tap into this information when determining what the best sales approach is and determine how to align your products or services offered to the specific needs of their current projects.
What their challenges are
During initial sales conversations, it’s important to ask questions that uncover specific challenges that the lead is facing as a company. They will be far more receptive to listening to your sales pitch when they know that the products or services offered will alleviate some or all of their current pain points, making their jobs and lives much easier.
Why they’re not interested
Even if a decision maker or influencer says that they are not interested in the product or service, it’s important to find out why they aren’t interested. In some cases, you might be able to work with them to come up with an agreement that benefits both parties and encourages them to reconsider. Or, even if a specific lead doesn’t want to move forward, their hesitation can give you insights that might be applicable to their industry as a whole.
Every lead is different. While some might be more receptive to a qualifying conversation than others, every conversation is going to help your overall sales process in some way. Even if you don’t get a lot of information, if you are tracking by industry, company size, region, title, or other data points, you can uncover trends that help you target or re-target your efforts.