How To Define Your Hot Sales Leads & Prospects
I recently had a call from a prospective client who claimed to have over 1000 hot sales leads and wanted my help to close the deal with them. I turned him down!
The simple answer was that he didn’t have a thousand hot sales leads. He had a purchased list of people that allegedly had an interest in a topic that was related to his product.
The real problem however, and the real reason I turned him down was the fact he didn’t realise that he didn’t have a list of hot leads. His logic was that they were all interested in a topic related to his product and they would therefore want to buy his product. I tried to explain that his wasn’t necessarily the case. I said I was a fan of Hugh Masekela and loved the way he played the trumpet; but that didn’t mean I would buy music lessons and learn to play the trumpet.
Start by Disqualifying
What I advised my prospective client to do was to whittle his list down by disqualifying all the people in his list that wouldn’t buy. If this had been a list of people interested in Hugh Masekela this might mean all those that don’t play an instrument or sing.
The problem was that when my prospect did the equivalent with his list he need up with just a handful of people and complained he’d never sell anything to such a small list.
Of course he was right. His list was just too small.
But what he couldn’t see was that he wouldn’t sell any more to the larger list. He’d just spend more many trying to sell.
The secret of selling to a list is to delete those that will not buy as this reduces your overheads. BUT to ensure you have a big enough list to start with that has fewer people that you can disqualify.
So rather than buying a list, from a list broker, that isn’t very focused on people that may want your product, you need to buy more accurate lists.
Or, better still, grow your own list from people that subscribe to your newsletter or have bought previously from you. Alternatively market to someone that has bought related products from someone you can partner with.
Then whittle the list down by disqualifying those that are unlikely to buy.
Some years ago I was tasked with selling a very specialist product … bat boxes. These were ideal for environmental consultants with an interest in bats, as they were likely to undertake bat mitigation surveys for developers and buy in bulk.
This list was perfect and over 50% of the list were immediately interested.
Urgency is Key
Of course that didn’t mean the rest were uninterested. They just weren’t interested right then. They had no urgency to buy. Subsequent emails had many of them interested as well.
Money is Crucial
And even if the purchase is urgent your prospects need money to buy. If they have no money they can’t buy! This is common sense really but so many people ignore this fact.
Even with money and urgency to solve a problem no one is gong to buy if they don’t get your USP. People need to buy into what you have to offer.
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