How can I improve my sales strategy with lead qualification?

[shukla7789]

Integrated Communication , Digital Marketing , Posts About Online Advertising
In any sales and marketing strategy , it is essential to capture qualified leads and develop ways to convert them into future customers.

Leads are nothing more than business opportunities for a company. More specifically, people or institutions that have left their details (email, phone, WhatsApp, name, etc.) so that you can get in touch.

There are many ways to obtain this data: creating blog posts with forms; promising to send materials and newsletters with more information by email; placing a contact area on your website; through specific Facebook ADS and WhatsApp Business campaigns ; standing out in Google searches; collecting contact details of potential customers at specific events or on the streets...

Ultimately, there are countless ways to capture these vk database and improve your sales strategy . The question is: what to do with them? How to keep these people interested? What type of content to offer to turn these prospects into actual customers? Come with me, and I'll answer the most common questions on the subject and give you essential tips to convert your leads.

1 – The lead has arrived, what should I do?
It seems like an obvious question, but most sales teams tend to skip an important step in the sales process: QUALIFICATION .

Receiving a lead is just the first step in a sales funnel . It is essential to qualify the lead, to see if it will in fact be a customer with a profitable LTV ( lifetime value , that is, the value that a customer returns over time) and to calculate the CAC (cost per customer acquisition), which justifies the investment in marketing.

An unqualified lead can be a loss, especially if the operational cost to start your work is high, generating frustration for the customer, the company and the sales team. This is directly linked to what I said above, about LTV and CAC.

There are several ways and processes to qualify leads, depending on the size of your company and the volume of leads it receives. Generally speaking, we can divide them into two groups:

– Large Companies: automation, such as advanced chatbots;

– SMEs: qualification frameworks such as BANT, GPCT, GPCTBA & CI

This is a series of information that you can obtain during phone calls, meetings or a simple exchange of messages on WhatsApp. This way, you can see if this lead has the profile that your company is looking for, if it is the right time to close and if they understand the value of your product or service.

2 – Lead Qualification for Large Companies
With a chatbot , we set up a series of automated paths in chats that users follow until they find what they really need. This way, the service will be personalized and more assertive, preventing the customer experience from being negative. Here are some chatbot applications:

– Answering questions: to efficiently answer people’s questions. This way, it will be easier to understand where they are in their purchasing journey, creating a sales funnel strategy in the chatbot;

– Establishing a coherent dialogue: create a dialogue that is coherent with the level of knowledge they have about your products and services. Only then will the chatbot be able to guide the potential customer through the sales funnel;

– Offering quality content: send relevant and informative materials, in order to educate them about your area of ​​activity and the advantages of your solutions, to influence a purchasing decision;

To implement this automation in your chats and improve your sales strategy , the ideal is to have the help of a team of marketing experts .

3 – Lead qualification for SMEs
We know that not all companies have the resources to invest in this technology. So now we are going to talk about a type of manual qualification, the Qualification Framework .

Let’s start by answering the most obvious question: what is a Qualification Framework? It’s nothing more than a “form” with questions that will help you find out whether a lead is qualified or not . This is information that we usually can’t get through a contact form, for example. There are several models, but we’ll focus on the 4 most popular ones:

1 – BANT
B = Budget / A = Authority / N = Needs / T = Timeline. Created in 2012 by the sales team at the giant IBM, although simple, this is one of the most effective qualification frameworks, as we can quickly obtain information from the lead.

2 – SPIN
SPIN, also known as SPIN Selling, is the acronym for; S = Situation / P = Problem / I = Implication / N = Need-Payoff. It is a very old framework, popularized by Neil Rackham in the 80s, in the book SPIN Selling: Achieving Excellence in Sales, stating that the “old” method of sales without technique did not work with the sale of complete products or services.