Lead scoring reduces cost of sales and increases sales effectiveness

By Bob Scheier
Focus area Process
Functional area SALES & MARKETING;
Position statement Lead scoring systematically and consistently rank prospects based on their value to you and lets you adjust future actions you take with them accordingly.
In today’s economy, you can’t afford to waste the time of your expensive salespeople by having them call unqualified prospects – those who don’t have the budget, authority or need to spend money with you. Nor do you want to turn off potential customers with a sales call when they’re still early in the evaluation process. Lead scoring systematically and consistently rank prospects based on their value to you, based on whatever criteria you set,and lets you adjust future actions you take with them accordingly.
 
The scoring criteria could be the prospect’s title, the size of their organization, the size of their budget, what competing products they’re currently using or their expected timetable to buy – whatever experience shows is the most important predictor of their making a purchase. Once you have scored your prospects, you need to develop rules for what actions you will take for prospects with various scores. For... More
Summary No matter how you score leads, the keys to its success are to 1) construct the scoring metrics correctly, so they reflect a prospect’s true long-term value to the organization, and 2) to establish processes that ensure you take the proper follow-up action with each prospect based on their score.
Ball Point Pen
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