Your best sales leads may be in the trash can

Posted by Roman Bodnarchuk on Wed, Jan 02, 2013 @ 08:01 AM

5901042 business man holidng a trash can full of papers on a white background with copy spaceMost sales and marketing processes work like this:  

The marketing department generates sales leads that are passed to a sales person. The sales person does an initial qualification, probably discarding half of them. During the sales process further qualification may happen, either by the prospect or the sales person, and finally about one qualified lead in four gets converted unto a sale. The numbers may change depending for on your business, but on average about ten leads from marketing are needed for one sale.  

So what happens to the leads that have been discarded by the sales team?  

 At worst, having been passed across by the marketing team they have been deleted off the marketing database, and now aren’t on any system at all. At best, they will remain in the marketing database but not flagged as being special.  

And why should they be special?  

Some get qualified out early because they don’t have the budget! Later on they might be lost because they have specialized requirements, or price, or simply preferred another vendor and went with them. Six months later, some come back. They decided that they now have the budget, or they looked for a specialized system and gave up, or the competitor they initially chose disappointed them.

Because even though the initial attempt at converting them failed, compared to the rest of the marketing database they are statistically more likely to convert than the others that we know nothing about.  

At least these “failed” leads decided they wanted your marketing services, and had some idea of what their requirements were and budget was. They fell at the last hurdle, but at least they started the race. So whatever tripped them up the first time, they might get over if they started the race again.

So, don’t throw away your failed sales leads. Keep them in the marketing database and segment them into a special campaign. 

For us, we find that six months seems to be the time before failed leads come around again, so we start emailing them once a month after three months. Your cycle time may well be different. You’ll need a system that integrates the sales and marketing processes together, of course, so you can move prospects with all their previous sales and marketing history back and forth between the marketing and sales teams.  

However you manage it, get those failed leads back out of the trash can. Let take care and keep track of your leads. We use a unique automated marketing software that allows us to effectively market... and turn leads into sales!


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Topics: Sales and Marketing, sales, Leads, marketing, special, specialized, marketing database


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