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Point no. 2: Are you prepared to capture
all inquiries in a database for ongoing nurturing and qualification
efforts?
- Do you have the database ready to go?
- Do you have the data entry people or outside services lined
up to get the inquirers into the database?
Point no. 3: Do you have a program in place
to "qualify" B2B sales leads before sending them to
your salespeople, reps, dealers or distributors?
- Have you agreed with sales management on which questions
to ask in order to determine which leads are qualified?
- Have you agreed what information is required to know which
sales contacts to route the qualified leads to?
- Are you asking these questions on all response devices?
- Do you have proactive programs in place to contact and qualify
your leads?
Point no. 4: Do you have a process in place
for distributing qualified leads to sales contacts as they are
identified?
- Is it designed to get the leads into salespeople's hands without
delay?
- Have you made it easy for your salespeople, reps, dealers
or distributors to use?
- Can they access leads over the Internet?
- Does it integrate with their existing contact management or
email systems?
- Do you have a program in place to nurture or cultivate your
not-yet-qualified leads?
Point no. 5: Salespeople generally focus
on those one-in-four sales leads who are ready to buy soon. However,
research shows that three of four sales come from longer-term
prospects who are frequently ignored by sales.
- Does your company have a prospect relationship marketing
program in place to keep in touch with these longer-term prospects,
using email, fax, mail and phone contacts, until they are identified
as being qualified and ready for sales attention?
- Do you know what messages to send as part of your prospect
relationship management program?
- Do you know how often to contact prospects with these messages?
- Do you know what offers to use to get them to further identify
their needs and situation so you can determine if they are ready
for sales?
Point no. 6: Do you have a program in place
to measure and track the results of your various sales leads generation
and cultivation and sales follow-up programs?
- Can you determine your cost per lead, cost per qualified
lead and cost per sale?
- Do you know which lead programs generate the highest return
on investment?
- Do you know which nurturing techniques worked and which didn't?
- Can you prove to management that your lead generation programs
are paying off in increased sales and market share?
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