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Some Things Most People Don’t Know about Lead Management

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					Some Things Most People Don’t Know about Lead Management Most marketers know what the definition of lead is. According to how your dictionary says it, in marketing lingo, a lead is someone who is interested in what you are offering or advertising. It’s called a “lead” simply because it leads you down a possible path where you can find a figurative pot of gold in the end--that is, a possible deal to be closed at the end of the journey. That is why a lot of people give a somewhat undeserved emphasis on lead generation; a lot of effort and money are spent just to get new leads and add them to the database. For what? A mere 1-out-of-100 chance of closing a lead with one of those new leads? All that time, old and neglected leads are sitting behind “closets,” the fields in the database where their information is placed in. These old leads are not afforded anyone’s attention since their minds are altogether bent on the new and fresh leads that come in every day. That and a few others are just some of the errors that even the most experienced marketer makes every once in a while during a marketing campaign. Error #1: Old Leads Are Unqualified There is one likely reason why a lead would be dubbed as “old.” They are declassified because they have been pitched an offer, and they refused. As a result, marketers automatically discard these leads--actually they are just stored in a database--and move on to searching for new, better qualified leads. However, that is plainly wrong. Leads are just like animals. If you neglect your pets, chances are their loyalties will shift to someone else, and they won’t warm up to you. That is especially true when it comes to cats. Fail to feed a cat a lot of times, and you’ll be surprised that he won’t come home to you. The same truth applies to leads. Just because they have refused the offer doesn’t have to mean that they are not interested; they simply weren’t ripe enough for the taking. Just like your feeding a cat so that he stays at your home, you have to continually prod and knock at the doors of a lead until he comes to the door and say, “Yes, you can come in.” For this reason, old leads should not be discarded right away. When you realize that, you’ll also find that you have a wealth of possible clients lying within your leads database. Error #2: New Leads Are Hot Most people consider new leads simply because they are yet untested and are potentially interested, unlike the leads that have earlier refused an offer. While this much is true, some new leads are not exactly hot. This much is true when you have bought leads from a third-party provider. Chances are these leads have

already been processed, proved to be unqualified, and, as a result, are recycled for unsuspecting marketers to purchase and work through. A lot of money and time are then wasted both for buying and for processing these leads. The truth is that all leads are “hot.” All leads are interested in your product. However, it is a big mistake to say that, once a lead refuses after one or two levels of nurturing, he should be discarded and left to rot in a database. Of course, some leads are simply not interested in buying since they are only interested in information. However, some leads are interested. It’s only because they’re not ready yet to buy, or they have not yet realized their need that they refuse to buy. All you need to do is nurture them and grow their interest one level after another. Content provided by: www.leadmanagement-info.com Visit our lead management software sponsor: www.leads360.com


				
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Description: Most marketers know what the definition of lead is. According to how your dictionary says it, in marketing lingo, a lead is someone who is interested in what you are offering or advertising. It’s called a “lead” simply because it leads you down a possible path where you can find a figurative pot of gold in the end--that is, a possible deal to be closed at the end of the journey.
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