Biggest Customer Mistake That Your Company is Probably Making


Generating new sales leads and buying new clients are the most important obsessions of each gross sales crew and startup founder. Companies spend huge cash on lead technology, PPC advertisements, social media advertising, sponsored posts, content material advertising and marketing, and different types of inbound lead technology methods to get new prospects.

But what if I informed you that the actual downside going through what you are promoting is not “getting” new prospects – it’s “maintaining” the brand new clients which might be already keen on your organization?

The largest buyer acquisition mistake that many firms make is not qualifying their new gross sales leads. Without cautious dealing with and a constant course of to get to know your new potential clients, your new gross sales leads are prone to fall by the cracks.

The Big Disconnect

Here is a stunning fact about digital advertising and marketing: many firms are pulling out all of the stops to get new prospects, after which not paying any consideration to what occurs as soon as these new clients truly attain out to contact the corporate.

Inbound lead era is an enormous preoccupation for a lot of gross sales groups and digital entrepreneurs, with large spending on automated lead era software program, content material advertising and marketing platforms, social media advertisements, and the entire different ways in which corporations spend money on producing new gross sales leads.

But right here’s the disconnect: after spending all that cash, far too many firms don’t make any effort to investigate, kind, rank, and prioritize their follow-up strategy for these new business leads.

Not All Sales Leads Are Equal

Some new leads are urgently prepared to purchase and are desperate to enter the gross sales course of; others are simply doing their preliminary analysis and would possibly want a longer-term “lead nurturing” course of earlier than they’ve sufficient belief and confidence in your answer to be prepared to purchase.

But too many firms act like each new gross sales lead is the identical!

According to statistics cited by HubSpot, 61% of B2B entrepreneurs merely ship all of their new gross sales leads on to the gross sales crew, however solely 27% of those leads are literally certified and able to purchase.

This signifies that there is an enormous quantity of wasted time and miscommunication occurring. If you’re sending unqualified gross sales results in your gross sales staff – with out even asking any preliminary inquiries to get to know the prospects higher – you’re losing your gross sales folks’s time and lacking out on large gross sales alternatives. Every unqualified gross sales lead is diverting your gross sales workforce’s consideration from better-qualified leads which might be extra keen and able to purchase.

Here are a number of straightforward methods to enhance your inbound lead qualification course of to verify your gross sales workforce is getting the very best gross sales leads – and thus saving time and delivering extra environment friendly gross sales outcomes:

Step 1. Have a preliminary dialog

Whenever your organization hears from a brand new gross sales lead for the primary time – whether or not it’s a telephone name or e mail or social media contact – you want to have a course of in place to observe up with that prospect and ask them a number of preliminary questions. This is referred to as “pre-qualifying” your gross sales leads – that you must discover out upfront how a lot they find out about your organization, how far alongside they’re of their buying course of, and the way a lot “ache” they’re experiencing that is motivating them to purchase.

For instance, you possibly can ask the next questions – both by cellphone or through an e mail and even a web-based consumption kind:

  • How did you discover out about our firm/our resolution?
  • What made you resolve to contact us?
  • What enterprise challenges are you at the moment dealing with, and the way do you suppose our product/answer might assist?
  • How quickly do you anticipate to make a purchase order determination?

Note that every one of those questions are open-ended – not easy “sure/no” questions. Your aim is to get your prospects to open up a bit and share what’s on their thoughts – this can provide you good insights into which prospects are actually prepared to purchase.

Pre-qualifying gross sales leads is not an actual science – generally prospects can be deceptive or obscure – however having a preliminary dialog is a vital step to get your gross sales course of began.

Step 2. Rank your gross sales leads

Once you’ve requested preliminary questions and gotten some suggestions from the prospect, it’s time to rank your gross sales leads in precedence order. You could make this so simple as rating them as “A, B, C” – with “A” leads being probably the most urgently prepared to purchase, and “C” leads requiring longer-term follow-up.


Again – rating gross sales leads is not a precise science – generally your “A” leads will transform extra lukewarm than they appeared at first, and “C” leads may end up to all of the sudden be prepared to purchase. But it’s an excellent begin to assist your gross sales group prioritize the leads that require instant follow-up.


The most effective gross sales organizations know that the gross sales course of begins with pre-qualifying your gross sales leads.

Many gross sales groups have a misguided deal with buying new prospects on the expense of the whole lot else. Yes, in fact it’s vital to get new gross sales leads – however what occurs after you have first contact with these new gross sales leads issues much more. Without a constant course of to pre-qualify and rank gross sales leads, your gross sales group is prone to get overwhelmed with too many dangerous gross sales leads and too many mistaken approaches.

Help your gross sales group get off on the fitting foot in constructing relationships with new clients – pre-qualify your new gross sales leads and study extra about what your clients need, earlier than they ever speak to a gross sales particular person.

About the Author: Gregg Schwartz is the vp of gross sales and advertising at Strategic Sales & Marketing, a lead-generation agency based mostly in Connecticut. His firm helps know-how firms and varied startups and small-to-mid-size companies within the business-to-business gross sales class generate gross sales leads and enhance their gross sales processes.