No.sales consulting - lead

 

If we called you right now to book an appointment to discuss our sales consulting services, would you accept?

No.

Why not?

 

You are interested in our sales consulting firm’s content (thank you).  However, you are not intending to buy from us today.

 

Have you ever:

 

  • Registered for a Webinar?
  • Read an eBook?
  • Downloaded a white paper?

 

After doing each, are you a lead?

No.

Why not?

 

You are interested in the educational material in the webinar/eBook/white paper.  You are not intending to buy.

 

The ten “follow up” calls/emails by the sales rep made your week, didn’t they?

 

When is a lead a lead?

A lead is a lead when a prospect moves from interest to intent.  Interest is simply defined as someone who is casually interested in reading about your point of view on a subject.  Intent is simply defined as someone who is actively trying to solve an urgent problem by researching possible solutions.

 

Here are some quick signs that a prospect is only interested:

 

  • A single person inside the account is consuming the content.
  • There is no engagement with the content, such as a comment on a blog post or a question on a webinar.
  • The “path to purchase” is not being followed by the prospect.  This refers to the content consumption pattern followed by previous prospects who became customers.

 

Here are some quick signs that a prospect is intending to buy:

 

 

Key Take Aways:

Do:

 

1-      Publish educational content often.

 

2-      Analyze which traffic sources produce prospects who are intending to buy.

 

3-      Reverse engineer the “path to purchase” of your current customers.

 

Don’t:

 

1-      Publish self-promotional content of great value to you but of little value to your readers.

 

2-      Be a pest by calling prospects that fill out a form who are just casually interested.

 

3-      Try to go from a first date to getting married unnaturally.

 

ABOUT THE AUTHOR

Greg Alexander

Leads the firm's focus on the CEO’s role in accelerating revenue growth by getting the product team, the marketing department, and the sales organization into strategic alignment.

Greg is the host of The SBI Podcast, the most listened to sales and marketing podcast on the internet.

 

He is the host of SBI TV, a monthly television program broadcast on the internet featuring top B2B sales and marketing leader sharing their strategies to grow revenues.

 

Greg is the Editor-in-Chief of The SBI Magazine, the leading B2B publication focused on sales and marketing effectiveness.

 

He is the author of two critically acclaimed books Topgrading for Sales and Making the Number.

 

Greg has authored over 100 articles on SBI’s award winning blog, The SBI Blog.

 

He graduated from The University of Massachusetts Amherst with a BA in English and received his MBA from Georgia Tech.

 

Video:

 

Transforming the Sales Organization inside Fortune 500 Companies

Greg Alexander and John Gleason, Chief Sales Officer of Ryder, talk about the unique challenges of transforming a sales team inside of very large enterprises.

 

A Better Way to Structure Your Sales Force

Greg Alexander and Tony Capucille, Chief Sales Officer at Heartland Payment Systems, discuss the pros and cons of the 7 B2B sales organizational models.

 

Build a team of A Players Inside the Sales Organization

Greg Alexander and Todd Cione, Chief Revenue Officer at Rackspace, talk about hiring, onboarding, and developing exceptional sales talent.

 

Articles

 

Fill Every Role on Your Team with an A Player

In this article, Greg Alexander makes the case for applying the TopGrading methodology to the sales team, and outlines how to do so.

 

What CEOs Need to Know About Their Marketing Strategies

In this article, Greg Alexander and Rashid Skaf, CEO of AMX, discuss the role the CEO plays in crafting a company’s marketing strategy.

 

What CEOs are Looking for in a Sales Leader

In this article, Greg Alexander and George Norton, leader of Heidrick & Struggles Chief Sales Officer practice, discuss what CEOs need in the chief sales officer role.

Read full bio >