That is the question. As you connect, it’s important to determine if these inbound inquiries represent “qualified” opportunities. You must decide which ones should be nurtured and eventually placed into your sales pipeline. And you must decide which ones to let go.
Definition of a Qualified Lead (Qualified Opportunity)
A qualified opportunity is one that meets a company’s agreed upon qualification criteria and fits into the company’s agreed upon ideal buyer profile. We always hear about qualifying, but we don’t hear much about disqualifying. Why is this? In the past, it was assumed if a contact was seeking you instead of the other way around, this contact was qualified by default. That’s not always the case.
Reasons to Actively Disqualify Some Inbound Inquiries
But should we disqualify? Should this be a valid and legitimate practice in an organization? I say yes. Here’s why.
Most organizations have a goal or reason for existing. In order to achieve their goal, be it making money, attracting members for a common cause or solving a problem, companies need to fill their sales pipeline selectively. Those in the pipeline should be organizations and individuals who want or need the product or service, are willing and able to buy, or can refer someone who will buy that product or service at some point.
If a company doesn’t disqualify those inquiries who fail to fit the company’s ideal buyer profile, the company does a disservice to everyone. Further, if a company tries to determine too soon the status of an inbound inquiry, this can be equally damaging to a relationship with the inbound inquiry. And we are certainly of the mindset that all inbound inquires should be serviced with the utmost care and follow up.
The Danger Lies In Losing Your Focus
What if your resources are no longer focused? If your people begin spending time with those who they may not be able to help, they have less time to spend with those they can help. Achieving the company goal takes a back seat as resources become scattered and pulled in many directions. This jeopardizes your organization’s chances of success, and your efforts miss the mark.
Dating is a Good Analogy
Compare this situation to dating. Imagine constantly dating the wrong type of man or woman. What will be your chances of finding true love?
Companies hurt those who cannot or will not eventually buy from them as well. Isn’t it better to be upfront and know where your time may be best served? In the long run that serves to help everyone. Again think of dating. Wouldn’t it be better to hear you are not “the one” early on rather than being led down the path to disappointment?
Separating Qualified and Unqualified Inquiries Helps Everybody
An organization needs to distinguish between qualified and unqualified inbound inquiries for their company, help those qualified inquiries reach their goals and equally important point those unqualified inquiries in the right direction to get what they need as well.
We would love to hear your thoughts. Join us next week as we continue this thought and discuss why all inbound inquiries may not be created equal.
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