by Shannon Kavanaugh

Lead qualification call downs can be such a tedious task.

Who has time? And, let's face it who really wants to do it?

Editor's Note: My interpretation of "call downs" is calling people in a company's database for several reasons: to confirm that the contact information is still accurate (which will support other marketing activities), to qualify to determine whether that individual or company still represents an opportunity, to ask for referrals, etc. The bottom line is "boiling down" the records in the database to get rid of the "garbage" and ensure the remaining records represent happy customers and valid potential opportunities.

Still, ongoing lead qualification call downs are very important to keeping your sales pipeline full and your marketing programs focused on the right kind of business.

We've seen a growing need for lead qualification call down activity - from companies facing a dry pipeline to teams so busy meeting with prospects and creating proposals, they can't find time to make calls. Here are some ways to build a strong lead qualification process:

Where's the lead?

• Start With Your Database: Many companies have accumulated lists and contacts over the years, but have not made recent contact by phone to ensure the contact is still there, all the vital information is up-to-date, and that the prospect fits the specific profile of a potential customer.
• Gather Referrals: Spend a day calling your customers and colleagues to compile a list of potential prospects and then approach those prospects with the 3rd party endorsement "Bob from XYZ Company suggested I call you. He felt you could benefit from what we have to offer" approach.
• Acquire New Lists: Once your own database has been thoroughly qualified (we recommend you call down your database prospects at least once per quarter), you should consider adding additional prospects to the mix. Some resources for new B2B list providers include InfoUSA, Zapdata, and Lead 411.

What's the script?

• Define "Qualifed" And Set A Next Step: Don't try to accomplish too much in a cold call. First, identify your top two to three qualifying questions that makes a prospect an ideal client for you. Secondly, determine what your next step should be for each qualified and unqualified contact. For example, if the lead is determined qualified, the next step might be to set an appointment or send additional information.
• Use A Conversational Tone: Be sure to test the script by rehearsing it out loud. So many scripts we see are in a tone that is appropriate for a written document, but they are not comfortable when delivered verbally.
• Follow A Structure: Identify yourself and your company, state the purpose of your call, ask your qualifying questions, set the next step, and complete the call.
• Prepare To Adapt: Most scripts require some modification after the first day of calls. Make sure you give it some time before you start changing the script (don't let the first two calls dictate the script isn't working), but when you've gotten an hour or so of calls behind you, take inventory of what's working and what isn't and make improvements to accommodate a more successful result.

How's it work?

• Set Aside Time Every Day For Calls: We recommend that a company have 20 hours a week (in four hour blocks) dedicated to lead qualification, but we do understand that in some organizations this may not be feasible. Book at least one hour each day for your calls. Vary it each day and make note of what times seem to work best for reaching your particular audience.
• Know Your Stats: It's important to understand your numbers to be able to forecast what to expect from future call downs. The three main areas to focus on are number of calls made, how many connects were made, and how many successes were had. The statistics vary greatly by company and campaign, but we generally find a focused caller can connect with 20-25% of those called, and of those connected with, experience a 30-50% success rate.
• Leave Voice Mail On Three: Call through your list up to three times before leaving a voice mail. This is the best way to keep your connect stats where they need to be. On the third call, should you still not reach your prospect do leave a voice mail, but keep it brief.

If you don't have the time or skills to accomplish this important task, you may want to consider hiring our team of lead qualification consultants to make your calls!

About the Author

AGo-To-Market Strategies is a sales and marketing resource center to help companies achieve big aspirations with limited budgets. Founded by Shannon Kavanaugh in 2001, Go- To-Market Strategies was borne from the idea that experienced sales and marketing mentorship should be available to, and affordable for, both small and large businesses alike. For more information and more f.r.e.e. sales and marketing tips, visit http://www.gtms-inc.com.

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