IT sales leads shouldn’t be sent to those in sales before the time is right. Sellers are tasked with “closing” on a lead. Marketers are tasked with acquiring leads and preparing them for conversion.
Think of it in terms of fruit which is and isn’t ripe. If you send leads that aren’t ripe to the salesman chef, then he won’t be able to produce an edible dish of conversion. Below, some indicators will be explored to help determine when the time is right:
IT sales leads who’ve taken some action toward conversion are “hot.” Different MSPs will have different signs depending on provided services. Generally, hot leads are looking into the close details of conversion. They’re looking at prices, at the overall scope of your provisions, etc. Determine what information indicates a lead’s interest. When leads start exhibiting the right signs, hand them off to sales.
Qualified leads have the need, resources, buying power, and “footprint” to be lucrative to your MSP. What qualifies leads will differ per MSP, certainly. Just like what is and isn’t a “hot” lead, you need to determine what features of your service, and what features of your demographic, must be met for a lead to be qualified.
Leads Who Score Well
Lead scoring is different than lead qualification. Certainly qualified leads score well, but leads that score well aren’t always qualified. Someone who doesn’t have buying power may represent an organization that scores perfectly as a match for your MSP. But if that individual can’t sign on the dotted line, trying to convert them will be a fruitless endeavor. Still, handing them off to sales may be the right move, if the person you’re communicating with is persuasive.
IT sales leads primed to convert are more likely to do so. Ensure high scoring, qualification, and “hot” qualities in leads before handing them off to sales. Lead scoring helps, but you must make sure those with buying power are available.