How do you decide to disqualify inbound leads? That is the question.
As you connect, it’s essential 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 support your sales team business plan . 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 customer profile. We always hear about qualifying, but we don’t hear much about disqualifying. Why is this? In the past, it was assumed that if a contact was seeking you instead of the other way around, this contact was qualified by default. That’s not always the case.
When to Disqualify Inbound Leads
But should we disqualify inbound leads? 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 existence. To achieve the marketing strategy 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 of sales should be organizations and individuals who want or need the product or service, are willing and able to buy it, or can refer someone who will buy it at some point.
It’s just as important to know when to disqualify inbound leads. If a company doesn’t disqualify inquiries that fail to fit its ideal customer profile, it does a disservice to everyone. Further, if a company tries to determine the status of an inbound inquiry too soon, this can be equally damaging to a relationship with the inbound inquiry. We certainly believe all inbound inquiries should be serviced with the utmost care and follow-up.
The Danger Lies In Losing Your Focus
What if your resources need to be more focused? If your people begin spending time with those 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, jeopardizing 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 to disappointment?
Separating Qualified and Unqualified Inquiries Helps Everybody
An organization needs to distinguish between qualified and unqualified inbound inquiries for its company, help those qualified inquiries reach the marketing strategy goals, and, equally important, point those unqualified inquiries in the right direction to get what they need as well.What happens when you disqualify inbound leads? We would love to hear your thoughts. Join us next week as we continue this thought and discuss why we feel all inbound inquiries are not created equal.