The average sales professional claims to know what the ideal lead looks like, yet the quality of IT sales leads is determined by more than the targeted demographic. Even if you think you know what the perfect lead looks like on paper, there is no guarantee that prospect will actually buy. It makes more sense to zero in on the problems that push the ideal lead toward purchasing your services rather than keying in on job titles of those who might be likely to purchase.
A Closer Look at the Ideal Leads
Oftentimes, sales professionals look at the profiles of what appears to be the ideal lead and ultimately end up failing. In many cases, the prospect simply is not ready to spend. IT sales leads are easier to convert if the prospect’s pain points are addressed. Guide the prospect throughout the buyer’s journey in the direction of the services offered and reaching a favorable decision will be that much easier. Do an excellent job of addressing the prospect’s pain points, and the merits of your services will resonate to the point that the prospect pays for the services in question.
Monitoring Leads in the Most Effective way Possible
Part of the challenge is determining which leads are deeply engaged, which ones are superficially engaged and which lack engagement. Establishing a lead scoring system will help. However, assigning points for simply having a certain job title, working in the right industry, or working at a company of a specific size should not result in an abundance of points. Such factors and a related score do not have much to do with sales readiness.
Do not score candidates strictly on demographics. Consider behavior, as well, so your team has a full picture as to which candidates are actually engaged. Avoid contacting leads prior to the point in time when they are ready to interact with the sales team. This way, the sales staff will not be tied up trying to convert those who are highly unlikely to become paying clients.
In order to get the most of your lead scoring system, it will help to analyze customer journeys. Determine the content and offers visitors find prior to converting into paying customers. Score these materials appropriately. If you can quantify the influence an offer made on target prospects, the conversion process will prove that much easier.
Identifying and Converting the Perfect Lead is a Team Effort
It takes the collective effort of an entire group to pinpoint the best IT sales leads and convert them into paying customers. This endeavor will prove that much easier if everyone is on the same page. As an example, it will help to interact with the sales team to determine the level of engagement leads should reach prior to being passed on. Make the lead identification and conversion process a true team effort and maximizing the bottom line will prove that much easier.