Article

Leads, Leads, Leads

Written by Linda Richardson

Topic: Sales TrainingPublished January 23, 2009

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In a more challenging economy clients’ decision processes often become more protracted. You think that salespeople would jump on every possible lead.

Yet our research and experience show that, even today, many leads are too easily discounted. For example, some salespeople mistakenly discount a lead because the level of the contact isn’t high enough. Yet research shows that many opportunities begin at the operational level.

More over, as much as 80% of leads that are deemed quality leads are not followed up on in a timely or consistent way — hence wasted.

If you want to maximize your chances of meeting your numbers, don’t squander a lead — but don’t waste time either.

1. Go the client’s website. Do some quick research to determine the client’s qualifications, needs, and culture.

2. Follow up the day you get the lead. Not only will you impress the client but you are more likely to get through and sell. For every day you wait to respond you diminish your chances for success. Early on the LEAD is better!

3. Be ready with a short, compelling message, starting with thanking the client for contacting your organization.

If you get voice mail, ask the client to provide you with times when you can reach him/her and also let him/her know your schedule so you can be ready. But always remember it is your job to follow up. Say something like, “This afternoon …” And be prepared to ask a few questions if you do connect.

Follow up vigorously. If it is a good lead, call back daily.

Also, if you have the prospect’s e-mail address, send a short e-mail: “Bill, thank you for contacting us about _____________. We … (capability and benefit). I look forward to learning more about your objectives and how we may … Please let me know any times that may be convenient for me to contact you.” Make it easy for the client to respond. Do this in conjunction with a phone call.

Even when you are fairly sure the client won’t qualify, call back or send an e-mail. You may be surprised. It is courteous. And it may become an opportunity within the year.

Check out which prospects have visited your website and be proactive in turning them into leads.

Leads are the precious metals of sales. Maximizing leads takes a sense of urgency. And a sense of urgency is one of the sure signs of a sales star.

Article author

About the Author

Linda Richardson is the Founder and Chairman of Richardson, a global sales training business. As a recognized leader in the industry, she has won the coveted Stevie Award for Lifetime Achievement in Sales Excellence for 2006 and in 2007 she was identified by Training Industry, Inc. as one of the “Top 20 Most Influential Training Professionals.”

Linda is credited with the movement to Consultative Selling, which is the cornerstone of Richardson’s methodology. Other innovations Linda has spearheaded in the sales training industry are: development of a comprehensive, integrated curriculum dedicated exclusively to sales, commitment to customization vs. generic training, and development of an interactive coaching-type training methodology. Her innovation in eLearning earned Richardson the Best Soft Skills Award from Elearning! magazine and Product of the Year for Richardson SkillGauge™ diagnostics from Customer Interaction Solutions magazine.

Linda is the author of ten books on selling and sales management, including her most recent works, Perfect Selling, The Sales Success Handbook — 20 Lessons to Open and Close Sales Now, Sales Coaching — Making the Great Leap from Sales Manager to Sales Coach, and Stop Telling, Start Selling. She teaches sales and management courses at the Wharton Graduate School of the University of Pennsylvania and the Wharton Executive Development Center. She is a frequent speaker at industry and client conferences.

Linda began her career as an educator and educational psychologist and transitioned to the corporate world where she developed a passion for sales effectiveness. Prior to founding Richardson, Linda was a teacher, a manager at a global consulting firm, and an officer at a major financial institution. She has been published extensively in industry and training journals and has been featured in numerous publications, including The Wall Street Journal, Forbes, Nation’s Business, Selling Power, Success, and The Conference Board magazine.

Linda currently serves on the Mayor’s Council for the Arts for the City of Philadelphia, is a Director of the Pennsylvania Academy of the Fine Arts, and a Director of the American Poetry Review. She served on the United States Small Business Administration President’s Council from 1991 to 1993.

Linda received a Master of Science degree in educational psychology from Temple University.

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