Download - Lead qualification process (workflow)
Lead Qualification Process
Campaign Preparation
Buyers Don’t Engage Sellers Until Late in Buying Cycle
Problem or need identified
No Requirement/Issue
Start to educate oneself
Review Products/Services
Proposal Pricing
Buyer
Receptionists, Procurement professionals, etc. create barrier to keep telemarketers out
Marketing needs compelling and frequent communications that educate prospects about their solutions before and during the early stages of the buying process.
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Understanding buying cycle is a must before sales and marketing campaign strategy can be mapped out and executed
Flowchart to ensure Qualified (Potential) Lead Generation
Sample Database is procured adhering strictly to inputs
received from client
Rest of the DB is procured only after client’s approval is
received on sample DB
Call script for appointment set up and all necessary
emails are approved by client
Introductory email is sent to a target
prospect list. Each such target list
contains no more than 50 target
companies
Email tracking is done leveraging email
engine capabilities and lead alerts are
captured
The resource on touching the prospect over phone determines his interest & need for the product/service/solution
Only if the prospect is identified either in Active Buying Phase or Closing Phase, a more engaged activity (like an appointment) is proposed
Prospect is not interested in engaging in an appointment call with the client, then the feedback is captured and lead is disposed as “NI”Prospect expresses a
fair amount of interest in joining the appointment call with the client
Skilled resources are engaged to follow up with the prospects
included in the target list prioritizing on lead
alerts (C – Leads)
Confirms date and time for the appointment call
Wants to review more info before confirming date and time for appointment call
Disposed as B – Lead and further nurturing is done
Potential prospects are then qualified through standard set qualifying questions
Prospects who reply positive to all the qualifying questions AND accept the invitation are identified as A – Leads & handed over to the client as qualified appointment
Five Intelligent Steps to ensure Qualified Appointments
• Lead Tracking System:• Do not reach out to all and every contacts in the target DB without a proper plan. Perform email
blast, and reach out immediately to the prospects who have responded to the email (read/replied). Thus effort is smarter, focused and effective. This priority approach helps in improving quality of appointments generated.
• Lead Qualification:• Qualify each and every end users based on the standard set of pre-set qualifying questions to
ensure the potential and quality of the appointment. ONLY in case the feedback from the prospects on the qualifying questions meet the expected standard, the appointment should be handed over to the clients.
• Reconfirmation:• Prior (usually 48 hours before) to the appointment schedule, reach out to the end users and
reconfirm their availability for the appointment. This is ensure lesser “No Shows” during the appointment leading to client’s satisfaction.
• Effective use of both email communication along with phone conversation:• Use email as the primary mode of communication along with phone to ensure ZERO
communication gap with the prospects. This also helps in improving the touch prospect ratio. Use standard email templates in most of the occasion to ensure minimum manual errors.
• Focus on using the HTML eVite as the primary tool to identify potential end users:• Ensure that the subject line and the content of the HTML eVite template is absolutely appealing
for the end users. This help in improving effective end user touch rate.