When you go on a date (like the many who doubtlessly will this February), you’re supposed to make sure everything’s all set right? Only really brave souls would dare take the spontaneous route.
It’s the same with a qualified lead. Only real brave souls in your sales department are willing to go and make an appointment without just raw lead data.
Of course, that’s probably part of the problem nowadays. Going raw with your B2B leads is getting the same trendy rep as organic farming. Unlike the latter though, you’re guaranteed to risk more harm than good if you go on a raw lead.
Don’t be surprised when the sales results are more than just dismal. Why is it so appealing though?
Well if you want a really frank answer, it’s really because of laziness. With all due respect to those brave exceptions to the rule, but people who’d rather go raw are actually doing so to avoid the work of researching, following-up, and nurturing prospect interest.
In fact, you can go back to the dating example and see a similar phenomenon. You get guys who are good at picking up girls but the rest of the date gets less than stellar due to the lack of planning.
It just gets ironic from here. Why? Because managing the aftermath could be even more of a hassle than just maintaining a decent qualification process. Think about it, how much trouble would it be to actually qualify your leads compared to going gung-ho on raw information?
- There are steps – It doesn’t have to be too long. You just need to create gradual set of steps that will work both for your lead generators and your sales reps. The word ‘procedure’ doesn’t have to be synonymous with boring or tedious.
- It does some thinking for you – It sounds counterintuitive but you can only process so much information on your head. Qualifying and organizing lead information actually frees up the effort needed to memorize/organize so that you’ll have more when you think on the fly.
- You don’t do it on your own – Taking a raw lead is also another bad way to fly solo. Cooperation between sales and marketers is practically non-existent (if not disallowed) when data is simply taken as is and not constantly evaluated by different people.
It’s a simple question of short-term benefits versus long-term benefits. In this case, going raw can make for short term work but is more likely to terminate your business’ in the long run.