How ETI's Lead Qualification Program
Helps Convert Your Sales Leads into Sales
Which salesperson wouldn't be ecstatic if every sales lead represented a buyer, rather than a prospect? Wow! That would mean making 100 sales out of 100 calls!
Perhaps there are such products. Like those that people consume every day. Coke™ might be a good example. But when you come to think of it, products like these need order-takers or delivery people, more than they need salespersons. After all, there's little to sell. The main job is keeping stocks replenished.
The Art of Selling
While order taking is ideal, many ETI clients have products or services that require the personal intervention of a sales representative. They may need to make a personal presentation or give a demonstration. Or they may need to answer technical questions, establish your company’s credibility, build a relationship and foundation of trust, either in-person or via telephone, in order to close the first sale.
Professional sales people know how to do this. That’s what they do best. If you could put them in front of a qualified prospect 100% of their time, their productivity would soar, your sales would increase and your company’s bottom line would get fatter! They key phrase here, of course, is qualified prospect.
Turning Strangers into Prospects
Sales leads originate from a variety of sources. But, in order to have real value, they first need to be qualified. It’s a transitional process.
When they get your mail, visit your trade show booth or read, hear or see one of your advertisements for the first time, they are strangers.
When they begin to show some mild interest for the first time . . . strike up a conversation . . . ask for more information . . . . log onto your web site . . . they make the transition to suspects.
But it’s the process of lead qualification that turns suspects into prospects.
Qualifying is First, Selling Comes Later
Does this prospect have a real interest in or need for your product or service? How soon will that need emerge? Do they have the budget to make such a purchase? Is this contact the actual decision-maker?
Those are the questions you need answered in order to invest the valuable time of your sales professionals in making the visit, giving the demonstration and investing the effort to begin the meaty sales process.
In many companies, that role is delegated to the sales force. But, is that the best use of their talents, their interests, and their personalities?
We believe that sales people are better suited to closing sales – to making the detailed technical presentations – to doing all the things that good sales people do best. Working the phone isn't one of those things. All too often they spend their time selling the product on the phone when, what really needs to be sold, is a qualified appointment.
ETI Qualifies Sales Opportunities - Your Sales Force Closes the Sales
Our clients know that the role of qualifying sales opportunities is better left to professionals who understand that role in detail: ETI's professionals.
And, ETI is here to support their sales efforts and enhance their sales force productivity by identifying quality opportunities for their sales representatives to . . .
- practice their well-honed human relations skills,
- demonstrate the art, science and know-how of talented sales professionals
- make face-to-face or telephone presentations and/or demos
- close the first sale with qualified prospects.
Qualifying sales opportunities — especially when the presentation is complex — that’s ETI's special business niche.
ETI's Role in Sales Lead Qualification
eti qualifies sales leads by ensuring that each prospect . . .
is a decision maker . . . whose company uses or can use your type of product or service . . . who, in many instances, has indicated volume of usage and buying cycle . . . who has, or has considered, a budget . . . and above all has said:
"YES, I'm willing to see your sales rep!"
First, one of our experienced, articulate, well-educated Business Developers calls the prospect. We will engage in a structured yet consultative dialogue about theire prospect’s needs and interests as they relate to your products or services. In the course of that discussion, we touch on and capture all the relevant qualifying details.
Then we attempt to close the call by obtaining the highest possible level of commitment . . .
. . . by making a fixed appointment to see the company’s representative. (We are 50% more effective at that activity than sales reps – average statistic – not because we're better, but because we’re selling an opportunity, not the product.)
. . . or by getting the prospect to agree to see the company’s representative, but leaving the appointment open-ended – for the rep to phone and confirm date and time.
. . . or by setting up a telephone appointment for the rep to answer technical questions that are not our area of expertise. It's a great way to make the transition. "That's a good question, Mr/s ____. Let me have one of our reps call you to discuss it...
Selling the Opportunity
You see, selling the appointment comes first! We know that. It makes sense, logically. If the product really can’t be sold on the phone, if it truly needs a demonstration, or a face-to-face visit must be made to establish credibility, then the only thing you can sell is the selling opportunity.
In cases where ETI has been instructed not to set an appointment, the sales rep must obviously do so. Ideally, the best time to make that call is next day. ETI’s earlier call will still be fresh in the prospect's mind. And the decision-maker will also appreciate that your company is on the ball.
Getting the appointment further qualifies the prospect as a probable buyer. It means the decision-maker . . .
whose company uses your product or service, who has (perhaps) indicated their volume of usage and buying cycle, has not only said YES to ETI . . . but has now confirmed his or her interest directly to your sales rep!
Now why would the prospect do that if there was not a basic interest in buying?