A reliable source (Cribis D&B) has disclosed in recent days the outcome of a survey with the following results:
- 80% of the investments to generate Leads are “wasted” by the Sales department;
- Only half of the companies check a Lead before passing it on to the salespeople
BUT IS IT REALLY SALESMEN’S FAULT?
Before going into the matter, I can only tell you about an exhilarating human-interest story.
Some sellers are guilty, yes!
Like that distinguished gentleman, jacket and tie, senior, many years of experience in sales, who cancelled the appointment with a prospect (result of the activity of LEAD GENERATION in progress) for…
- new order from historical customer? No
- a sudden dysentery attack? No
- immediate condominium meeting for basement flooding? No
- a meeting with his son’s professor because of a bad mark in Latin? No
ENGLAND – ITALY World Cup 2014
Oh, yes, for many, an unmissable appointment and I understand it 🙂
Often, however, the sales force is invested by UNQUALIFIED LEADS to manage as if they were “almost orders” and instead they are simple requests for information, far from a serious evaluation with a price list in hand.
The company invests in inbound and outbound activities, social marketing and then the leads are transmitted to the salespeople who often desist from deepening them because they find them unqualified.
Here’s the problem:
It happens especially in the opportunities arising from inbound processes and then collected through visibility activities on the Internet.
When a company receives many unqualified leads, it’s because the Google AdWords campaign, for example, hasn’t been set up correctly.
Often this operation is delegated to technicians, but it’s not a technical operation; it should be performed by marketing specialists with advanced technical skills (lead generation experts).
Not to mention leads from outbound operations such as email marketing or telemarketing.
Know that today no one decides to evaluate a supply or service on the basis of an email or a phone call, it takes much more!
Here’s the solution:
– by lead generation specialists (point) –
If I worked in marketing, I would like to live in peace of mind by investing in specialists who provide qualified leads to my salespeople.
If I worked in sales, I would like to have such qualified opportunities at my disposal that they are worth a World Cup game 😉.