It’s normal for you to make sure that there are no nasty surprises waiting for your sales reps whenever they decide to pursue some of your B2B leads. But on the other hand, there will always be a cap to how much you can assure them.
It’s like when you give somebody a superhuman mutagen saying there’s only 5% chance of something going completely wrong. Putting that 95% instead might sound impressive but the truth there’s really no absolute guarantee that it won’t create the next supervillain.
Here’s the first example. Contrary to popular belief, your brand isn’t always speaking as crystal clear as you think towards your particular target audience. Following that, you can’t be too sure that even the best leads that you’ve generated won’t contain little grains of miscommunication that could be problematic during the sales appointment.
Normally, the problem is often remedied by more targeting and better tools for analytics. But really, do you really think that’s the magic bullet?
If you really want to put the nail on the coffin for this kind of problem, you really just have to embrace the risk. That goes not just for your salespeople but lead generators that are too hesitant to qualify leads that are not 100% perfect.
- Reason #1: It’s not within your control – Really obvious but also really true. Even trying to predict the career paths of your prospects can return some surprising results.
- Reason #2: That’s why there’s collaboration – Marketing and sales have always been meant to act as one unit. Why? Because it’s only as one unit that you end up fixing all resulting problems.
- Reason #3: You’ve got bigger problems – Every second someone delays qualifying a lead, you lose time that could be used to closing it, following-up, and addressing bigger problems (like product issues).
B2B leads are meant to avoid too much uncertainty. That doesn’t mean they’re to eliminate uncertainty, completely. That’s why they’re called leads and not just sales. There is a transition point where you have to focus on communicating, handling the unexpected, and simply not rely on data to do your job for you.