In business to business, the products or services involved usually command a high price. This is the opposite to B2C, which are relatively low cost and supported by advertising or bought on the spot. In B2B it’s more likely that a great deal of consideration will be required before making a purchase.
This is why leads drive the B2B market. With excellent leads, the lack of advertising can be made up for and the following questions can be answered:
- Who are you?
- What do you do?
- Are you interested in my product or service?
- Can you afford it?
- When do you want to buy it?
Even with these leads, there is no guarantee of a sale. Of course, what it does give you though is an opportunity to make a sale.
With every lead that comes in, it’s crucial to take these points into consideration:
- Have you asked the right questions? You don’t want to waste time on a lead which won’t sell, so ensure to get the right questions asked as quickly as possible so you can ascertain the lead quality.
- Have you asked too many questions? If you ask too much you can easily discourage potential customers. This is typical when you ask for a form to be completed.
- Are they in a position to make a decision? What role does this person have in their business? Are they the decision maker? You need to talk to someone with the purchasing authority.
- Have you got the correct details? It’s easy to make a spelling mistake, especially on email addresses, so ensure you have the correct details.
- Why have they completed the form? A good lead will have completed the form to make a purchase at some point. Some may have done it for research purposes which can become a stronger lead later down the line.
What’s important to remember is that every lead has potential and as long as you ask the right questions and have the correct information, you can ensure getting a good turnover of leads.