A Word on Sales Leads

Friday, 01 August 2008 00:00

If you are one of the lucky ones who receive leads from your marketing department, count your blessings. Not everyone does.

That said, you need to be wary of a web-induced trend. Every day your marketing wizards are uncovering new ways to put leads in the top of your funnel. The problem is they aren't always the kind of leads you want to be spending your time on.

It's easy to measure the number of leads marketing brings in, it's much harder to measure how well qualified they are. It's your job to determine which leads warrant your time, and which ones should simply be added to your permission marketing list.

If you find yourself overwhelmed with unqualified leads, tread lightly. Most people buy into the belief that all leads are good leads and should be worked vigorously. The savvy sales professional knows better. Help your marketing department fine tune their efforts by giving feedback and tracking success.

If you're experiencing success rates approaching zero on a certain leads, bring it up. If you're finding particular success with a specific lead source, give thanks and let them know you're hungry for more.

Recap:

1. Your time is limited, know which leads to spend your time on.

2. Help your marketing team spend it's money wisely by providing feedback.

3. Never complain without data to back up your opinion.

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