Spending effort, time, and resources on leads that aren’t really interested in your product or service is something every company tries to avoid. The issue is that finding qualified leads isn’t exactly an easy task for an already busy company. In this guide, find out why you need qualified sales leads and how you can effectively find customers who align with your company.
Why you Need to Qualify Sales Leads
Sales lead qualification allows your business to save time and money while saving potential customers’ time.
Sales lead qualification and lead scoring can include simple activities like adding another input field for a lead-gen form or be as complex as launching entire campaigns to determine what they really want or need. Focus groups were one traditional method of market research that gave insights into these sorts of data types.
How to Qualify Sales Leads
When you establish a lead qualification process, it’s important to structure your other content and marketing efforts to support that process.
You can use a variety of strategies to conduct lead scoring or lead qualification. One commonly used framework for evaluating lead quality is BANT. The letters stand for Budget, Authority, Need, and Timing.
Common strategies for learning this type of info include using lead magnets, custom landing pages, trackable URLs, tracking pixels, and more.
In other words, are they:
- A person who can directly make the decision that day or on that call?
- Able to afford the offer?
- Do they actually have an urgent need for it?
- Do you know how long it will be until they actually need a solution?
By asking yourself these questions and sorting leads by how they fit, you can save vast amounts of time and money down the road when you’re working to market and sell to them. Lead scoring is all about finding the best opportunities for your business. Qualification is the process by which your leads are evaluated to get those scores.
It’s really common for businesses to use landing pages as a method of lead qualification. These heavily customized pages offer insights into visitor behavior that help in qualifying sales leads. Behaviors that marketers often want to watch include How much of the form was filled and whether the user filled in optional fields.
Optional fields show greater interest, simply by virtue of the lead taking the time to fill out extra info.
Build a Clear and Descriptive Landing Page
Landing pages are custom web pages for your site that have a single-target focus. That might be lead generation, demand generation, or sales.
Landing pages need to have a clear direction for the visitor to follow. It’s vital to limit the number of choices they make once they’ve landed on the page. Too many choices add extra barriers to taking action. That’s the last thing you want for your prospects.
Raise a clear problem that your company can solve for potential customers
Landing pages should spell out the key issue(s) they are solving. Without clearly explaining the issue(s) they are facing, customers may not trust your company to resolve their issue(s). When they can point to the screen and say, “Exactly!” however, they are far more likely to open their wallets to you.
Be sure to write the landing page copy in a way that really reflects your company’s values. If it doesn’t resonate the same way your other content does, customers will distance themselves rather than gravitate toward you.
Make your page relatable. You wouldn’t want a silly page for a conservative, stoic brand. Meanwhile, corporate branding—in the traditional sense—wouldn’t be appropriate for a fun, light-hearted personal venture.
Among the best ways to do this rests reorganizing your space so you have space to move around and think clearly.
Draw Out the Needs of Your Customer
Customers often have some similar needs, though they are commonly unique, or at least largely unique.
When you’re looking to find out what your customers really need, you’ll be likely to find in-depth info in related communities. Subreddits are just one example. People often localize in communities to share and aggregate specialized information, commiserate, and share achievements.
LinkedIn is one example network where sharing achievements is a core solution. People get to share the cool accolades they’ve reached while employers have a more centralized location to seek credentials and other valuable information types before hiring new team members.
Once you know who needs your products and services in an overarching sense, you can begin to niche down, narrowing your marketing scope and the cost of your operations with it.
Finally, you’re going to need to address the issues they are confronted with in a way that makes them feel included or united by your influence.
Boost Your Engagement
Engagement is a fancy way of saying “Get people to interact with your brand.” You want more, so listen to the signals your prospects and customers send.
The first step to driving engagement like a pro is easy, give your customers clear ways to interact with your brand. If they have to look hard, they just won’t. Millennials and Gen-Z believe cereal for breakfast is just too much work for too little benefit—respect that devotion to their own time and they will love your business.
Three easy steps to give them more opportunities to engage:
Provide links to social media on your web page
This lets potential leads check out your company, deep dive into your company values, and further interact with other potentials leads and previous customers.
Have demos of your product or service readily available
If there’s one trend that’s beaten them all, it’s self-service. Sure, your salespeople could convince the customer that they need a $10k per month product. However, many consumers will never know. They aren’t willing to risk that much of their time to ‘hop on a call’ and find out.
Offer eBook downloads or other free resources
Offer value to your leads first, so they know whether they can align with your brand. If they’re required to pay you an email address before they get anything, you’ve probably lost a lead. People often take at least two or three brand exposures before they are willing to submit an email address for your lead magnet. This may vary some, depending on their life and receptivity, however.
Find Your Fit
When you find a solid-fit lead, your odds of landing a sale skyrocket. You have what they want and they know it.
The question is, how do you connect to those ‘Goldilocks’ customers?
Do your due diligence. Get down into grassroots communities, get involved in conversations on social media, and take surveys. Your competitors likely do the same, so keep an eye on their efforts as well. Why pay to redo their research when you can access the overarching concepts for free?
Important things to look for when researching competitors:
- What types of people are engaging with them on social media?
- Do they have apparent trends in their demographics?
- Which platforms do they prefer to use?
- Do they have demand on other platforms that’s untapped?
Keep your eyes peeled for these things and you’ll be ready to take on anything. Your customers will be excited to receive your products as well. If you need help handling the influx of inquiries afterward, feel free to reach out to us here about our managed B2B sales support.