Are you killing deals from poor lead conversion?

By: Larry Dillon Are you killing deals from poor lead conversion? 75% of disqualified leads are actually qualified and go on to purchase from a competitor. This is the result of an in-depth survey of 450 disqualified leads provided to us by dozens of suppliers.   What is killing your conversion rate?  The challenge is that from 30 years of research into this problem, there is not just a few key problems, there are many issues at hand.  First you have to look at the buyer.  It is the buyers process that is important.  The buyers process must be looked at first, and then you can develop your selling process from there.  It’s easy to try and develop a selling process in a vacuum and try to shove that on your buyers.  It does not usually end well.  For the scope of this article, we are going to explore the first part of the selling process — converting a lead into an appointment.  This is the part of the sales process that most companies give themselves a failing grade. The challenge when you have a lead is that you are not dealing with one type of buyer, you are dealing with buyers that look at the purchasing process in many ways.  It’s important to understand a few facts about buyers. Buyers do not have to be responsive Buyers are liars Buyers prefer a prescriptive sales approach   Buyers don’t have to be responsive.  Every month my team will close deals from […]