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.