Many teams don’t struggle with too few leads. The bigger challenge is dealing with leads that aren’t ready. Unqualified leads aren’t necessarily out of the running for merch — they just don’t meet your criteria today. They may not be a good fit due to budget or timing or some other reason, but they could meet your criteria in the future.
A post on the Verse blog explains that unqualified leads are not the same as disqualified leads, which likely won’t ever convert into customers. However, unqualified leads may just need some nurturing and more time before they’re ready to move forward. So, what do you do with them in the meantime? According to the Verse post, you should avoid some common mistakes. We share more in this issue of PromoPro Daily.
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Don’t give up. If you fail to follow up, it could be a costly mistake. Remember that many leads are unqualified simply because they haven’t responded to your outreach. The post points out that it could take 6-8 attempts before even reaching a contact. So, don’t give up after 1 attempt.
Don’t use generic messaging. Not all unqualified leads are the same. Whether they’re not ready, missing information or don’t meet a certain criteria, they may be unqualified for a variety of reasons. The Verse post says this is why using the same generic messaging for every unqualified lead is a mistake. A better approach is to segment leads and use personalized outreach tailored to their stage in the journey or specific pain point.
Always segment unqualified leads in your CRM. According to the Verse post, the first step to better personalizing your outreach is correctly tagging unqualified leads in your CRM. Leads should be segmented by things like unqualified reason, lead score, pain point and stage in the buyer’s journey. Without this kind of logic, it’s nearly impossible to know who to reach out to, when and with what messaging.
Don’t rely too much on email. It’s better, according to the Verse post, to use multiple channels. Research shows that omnichannel campaigns can get 3 times the results of single-channel outreach. However, if you truly want to stick to email, just make sure to personalize your outreach as much as possible to get the best results.
Remember to re-engage unqualified leads. Leaving unqualified leads to collect dust is a huge error. By re-engaging them, you can make the most of leads you already generated. Some of those leads might now be ready to meet with a sales rep. But you won’t know unless you reach out to them.
Don’t discard unqualified leads forever. They may just be waiting for the right timing or message. By following up consistently and always aiming to add value, you can potentially move those leads from cold to ready.
Compiled by Audrey Sellers
Source: A blog post from Verse, a lead conversion platform.
