It’s the bane of every hard-charging sales team: they follow the process, but it doesn’t lead to enough deals. There are three common reasons why qualified leads don’t convert, states Jason Stegent, founder and president of Elastic Solutions, which provides webinar-based marketing solutions and lead generation services.
1. It was never qualified to begin with. Many companies don’t have a clear definition of what a qualified lead is. They deal with someone other than the ultimate decision maker; they don’t confirm there is true intent to purchase; they don’t even know if the “lead” can afford what’s being sold.
2. Not all stakeholders are being touched. Studies show there are an average of six to eight stakeholders involved in an enterprise B2B deal. It’s imperative to understand who all of the decision makers are at the outset, determine the unique challenges each faces, and present a business case that shows how your solution solves each stakeholder’s challenge.
3. You’re just checking in. Organizations don’t realize when they stop marketing and selling and begin to “just check in.” Send decision makers something of substance with every touch.
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