I need more high-quality leads”. We hear that a lot. What does that mean to you? You want leads that are well qualified relative to your deal criteria and have a high probability of converting into customers. That is, they have a high lead conversion potential.
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Sales leads the business. Your objective is to make more sales. Lead conversion means turning leads into sales. You get leads, work them through your value chain, and yield sales. More leads should mean more sales.
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That should be the end of the story. But you want to know if getting more leads will make you more sales, or if there are better leads out there. In other words, you want better lead conversion.
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Lead conversion begins with your customer knowing your brand exists. The leads should be qualified and be of good quality, measured by sound metrics. The right lead volumes and channels should be chosen, and the right systems, processes and people put in place to ensure good lead conversion.
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