How to measure lead quality when using B2B Appointment Setting Services

1. How to measure lead quality when using B2B Appointment Setting Services Almost every business feels the need to use B2B Appointment Setting Services at some point in time. These companies are adept at procuring call data, preparing sales pitches and generating leads. Almost all of them will end up providing businesses with large number of such leads. But does a high number constitute success. Not really, because what matters the most is the quality of the lead and not the quantity. Let us take an example. Client A received 1000 leads on day one of its campaign and converted 20 of them. Client B received 500 leads on day one of its campaign and converted 50 of them. This clearly proves that it was the quality of leads that Client B received that really mattered as it far surpassed success when compared to the higher number of leads received by Client A. So before you dive into hiring a company that provides B2B Appointment Setting Services it is important to understand on how to measure the quality of leads that they provide. The most apt definition of a lead is any entity or prospect that evinces an interest in the product or service that your business has to offer. But this definition also has quite a tricky aspect associated with it. Just because an entity or prospect has shown an interest in your product or service, it does not mean that they are a quality lead. Success lies in having the ability to measure the quality of the leads you receive and deciding on the amount of effort and energy that needs to be imparted by your sales team on each of them. If your ability to measure lead quality is high then you will indirectly ensure a higher rate of conversion by your sales team since they would be investing quality time on high quality leads and waste lesser time on pursuing low quality leads. The mantra is ‘Not all leads are equal, and some leads deserve unequal treatment’. The best way to identify quality leads when you hire B2B Appointment Setting Services is as follows: If a lead comes in through your website, email campaign that you have executed or met you at an exhibition or trade fair, then they are more than likely that they are hot leads. It is also important to gauge the ‘need criteria’. This means that if your product is extremely necessary for their business or production needs then they are more than likely to engage with you on a genuine basis. It is also important to judge the budgets that the prospect has in hand. If you identify that that the prospects budget is in sync with the level of pricing that you have in hand then it would be

2. advisable to classify the lead as a high quality one and invest maximum time and effort to pursue it. The urgency of the prospects requirement also helps to define the quality of the lead. If they need it on an immediate basis and you hold stock for the same then the fact that you can provide it on an immediate basis makes them more than likely to buy from you as time is of essence. The quality of lead also depends highly on the designation and level of authority of the prospect in question. If the prospect is a decision maker and in a position to close a deal then it makes it a lead of the highest quality and one that demands the maximum amount of time and attention from your sales team. Such leads need to be prioritized since they can be converted very quickly and with the least amount of effort if the price and quality of your products and services are in sync with the requirements of the buyer. The best way to identify low quality leads when you hire B2B Appointment Setting Services is as follows: If a lead comes in through a random enquiry then it is more than likely that it is a cold lead. If a prospect has made a casual enquiry then it means that your product may not be extremely necessary for their business or production needs. Such prospects may be on a market survey mission rather than any genuine need to buy. The prospects budget is one of the most important factors that needs to be considered. It would be pointless in perusing a lead if they are looking for very cheap alternates to the high quality of products or services that you offer. The requirement urgency of the prospect is also an important criteria. If they are not in an urgent need for the product or service than it is more than likely that they would conduct an extensive survey of the market and speak to all your competitors as well. They have the luxury of time on their side and this makes them a very low quality prospect who does not deserve too much time or attention on part of your sales team. If the prospect is not a decision maker then it instantly qualifies as a low level enquiry. The sales cycle in such cases is usually quite long since the prospect would need to run everything through a higher authority and take approvals at many stages before the deal can be closed. Thus it is important to learn the art of measuring the quality of a lead before deciding to invest your time and resources in pursuing them.