Some people in sales think a lead is a name from a list. Thats not correct. A name from a list is not a lead–its a suspect, a total stranger and it does not matter if they meet some criteria (e.g. age, occupation, net worth). A true lead meets your criteria AND has expressed interest in what you offer. Specifically, the lead has responded to an email, a print ad, a piece of direct mail, etc. A true marketer and sales professional only contacts people that have first expressed interest.
Now that you have a lead, how do you turn it into a sale?
You dont call the lead and say, Im following up.. EVERY sales person says this and the phrase has now become synonymous with get ready for my sales pitch. Your lead automatically gets defensive (no one likes to be sold) and your chance of a sale is close to zero. Rather, call the lead and say Bob, you returned a card expressing your interest in having more..better(fill in the blank), is that still of interest to you? The only words that should come out of your mouth are the benefits your lead desires. Your first task is to engage your lead, not to talk about your product.
Next, you dont say we have or my...
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