I was doing an email back-and-forth with a friend the other day who is having a lot of trouble qualifying the leads that come into his company.
He was trying to increase his sales from, let’s say it was 1 million to 2 million a year, it was around that and I asked him about what he was doing to generate leads and how many leads he was getting per month and he told me he was getting about 150 leads a month then I asked how he was closing those deals and he went into his qualifications process.
Apparently when he qualifies a deal, he can close it pretty instantly but when his sales team was closing the deal, they were having major issues and so he always beat them, he beat his entire team in terms of sales quota which should not be happening.
In this blog post I want to break down how do you qualify in inbound lead so that they’ll actually buy from you.
Define the quality of a lead
Separate all the leads on your system to figure out which ones are actually going to buy. How do you figure out which leads are quality vs. which lead are going to waste your time? The real question is:
How do we know who’s worth talking to? This is the exact process we use to warm up inbound lead and see whether they’re a good fit
Leads in your pipeline => Quality <= Referrals
The result of implementing a system like this is that the leads in your pipeline are going to become more higher quality working with a higher quality base of clients will lead to more referral, both of those should work together to explode your business. Basically, grow you by a tremendous amount.
#1 Learn the Different Channels
What you need to understand when you’re qualifying inbound leads is that user on each one of those channels is going to be expecting a different interaction and by understanding that user’s mindset when approaching, you’ll start to sell more.
So, when somebody emails one of our team, they’re going to expect a little bit longer of a response, they might be asking a question, going back and forth and you want to put a little more meatier responses or try to get them to call as soon as possible, I always try to get them on a call.
If they are pinging on Twitter is going to be a short response, I always try to get them to send me their email because it’s easier to answer there and email is my strong suit as you probably guessed.
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If they subscribe to Youtube and they leave a comment, I try to point them towards email, I’ll leave a big comment to help the rest of the viewers out but if it’s something very specific to their business I’ll say ‘Hey, would love to talk about this further! Mind sending me an email?’ and once they send an email I delete that comment so I don’t get spam.
On the site, I’ve disabled live chat on our chat box so that just sends me an email now when somebody fills out the chat box and I’ll treat it like an email going back and forth and directly booking call on the calendar. I assume they are qualified if they are directly booking a meeting on the calendar, but this happens so rarely that it’s not even worth talking about.
Everyone usually hits us up on email or chat before they’ll just click the book a call button.
#2 Qualification using email
Ask them for more information.
eople are open to answering this type of questions, they’ll fill them out in contact forms if you ask what their budget is and they’ll fill them out in email. Whatever that qualification metric is, if you’re separating customers by monthly revenue you can ask them about that in the email, if you’re separating them by their company’s size, over 500 employees go to one person, under 500 employees go to another person or team, you can ask that.
The way that we qualify inbound is a little bit different system, this is for high-volume SaaS, if you were getting three or four thousand inbound leads a month or even like 50,000 inbound lead a month, this is the system you’d implement. For us as a company, I like getting on every call or have my sales team get on every single call because you never really know what you’re missing out on.
If you’re getting too many leads to do that, this is what you need to be doing:
Budget is a good thing to add for in the email. The easiest thing that I’ve found to ask for from inbound lead is actually a write-up of the application itself, let’s say they send you a contact form and it’s a bunch of nonsense that you can’t really understand, you can ask to take a look at some specs or a paragraph on what the application is and give them your calendar phone and jump in when they are free.
That way they’ll book a call and you’ll be able to get a write-up of their app so you can cancel the call if they turn out to be crazy. But again, I don’t recommend cancelling calls, just get on the phone with everyone you can.
Once you’re pretty sure they’re a good fit for your service, you’ll want to get them on the phone to get more info on their problems.
#3 How much do they know about your service?
By figuring out what they know about your company already, you know how much you need to sell them. For us, we do Youtube videos so if they’ve watched a bunch of our videos and read our blog posts, our teams knows to approach them in a certain way versus if they’re cold we are normally going to have do a 45 second pitch that we practice that’s pretty tight in order to get them sold on us as a company before we jump into the actual selling.
When can you jump directly to questions about fit and need?
Cold emailing is one of the cheapest and least understood marketing channels, and in our FREE Sales Course for Mobile and Web Developers we’ll show you how you can use it to quickly find your next 100 clients.
You can jump to those if they’re a warm lead and they say that they’ve watched your videos. Then you can just ask them what they are looking to do and they’ll tell you all of their problems, that’s why content marketing is a very key channel to have not just for lead gen but for speeding up the sales process.
When you assume they don’t know anything about what you do then you launch into that quick elevator pitch.
#4 Qualification on The Phone
Once you have done that, you want to qualify on the phone. Once they respond and you listen to the answer, pitch how your product can fix the problem they just brought up.
They’ll be talking about all of their issues, let’s say they tell you they’ve worked with other three developers and they all burned them or they all came in way low and they are super nervous about their project, then you can answer that by telling them that you have the experience and show them your results and what they have to watch out for. Give them your advice, consultative-selling-style to make them feel good about you versus the other developers.
#5 Closing the Deal or Progressing
The next step is to close the deal or progress. The question I like to ask is what they think is a good next step and whatever they answer will tell you what to do next, they probably would want to show it to their bosses before they want to move forward. From that, you can schedule them on your calendar to talk to their boss and present it to him as well.
If they are the founder, they probably would want to talk to their co-founder to make a decision, you can ask them what note do they think their co-founder would find the most value in and they will tell you. If clients want to work with you even a little, they are very open about the type of things that are going to make their lives easier when they’re selling through, at least on my experience.
I was very confused why that was happening at first but I think it’s because clients want companies that are going to deliver massive value for them. So, if you ask for help, you will get help.
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