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Definition:
A sales lead is a qualified prospect that is ready to be contacted
by your sales force. A database marketing system stores
prospect information and regularly sends appropriate communications to
qualify those prospects and find the sales leads - the prospects
that are most likely to become your next customer. Qualified prospects,
or sales leads, are turned over to the sales force to close the
sale.
The prospects in your database can range from people who probably
will never purchase from you - "cold leads" - to those who are
ready to purchase today - "hot leads." It is the job of the marketer
to analyze the sales leads and weed out the cold leads and find
the hot leads. How do you know which are the hot leads? By tracking
the results of your previous marketing programs and discovering
the characteristics of the leads that have become customers. Build
a model based on those customers and find the prospects that fit
that model. The result of this analysis becomes your model sales
lead. Sales leads have a higher conversion rate than a list of
names compiled through a phone directory or an industry listing.
Using sales leads:
When sales leads are properly qualified, they allow the sales reps to
more effectively close a sale. Sales reps will spend less time chasing
cold leads, and more time focusing on the hot leads.
Sales leads can be qualified in several ways - telemarketing calls can
determine the readiness and ability of the prospect to buy a certain
product or service. Or, marketing communications can be sent at
pre-defined intervals and the responses to these communications
can trigger the database marketing system to act in a certain
way. The most qualified leads - the ones ready and able to buy
- should be sent to a sales representative.
How does zapdata help you find better sales leads?
zapdata can help you acquire qualified sales leads and turn those leads
into sales.
- Analyze your existing database of customer information to find the characteristics of the best customers.
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Armed with that information, enhance your current list of
prospects - those gathered through Web registrations, trade show attendees,
etc. - with the data elements that were identified as being the most common
among the best customers.
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Find new sales leads using our prospect lists tool.
Using the criteria identified through the analysis of your current customers,
define a list of new prospects that have the same characteristics as your best customers.
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