The Everything Sales Book by Daniel Ramsey

Author:Daniel Ramsey [Ramsey, Dan]
Language: eng
Format: epub
ISBN: 978-16055-0743-9
Publisher: F+W Media
Published: 2009-10-15T00:00:00+00:00

Ad Leads

Most businesses advertise. Some develop branding advertising that builds customer recognition for their brand name. Others use ads to elicit a response from readers. They often will offer something, such as a free report or a token gift, if the reader will inquire with their contact information. Depending on the value of the potential sale, some businesses will then use follow-ups to identify the inquirer’s needs and ability to purchase, called inquiry qualification. This data then is passed on to appropriate salespeople as prospects.

The value of these prospects depends on how deep the prequalifying goes. The inquirer may simply want something for free. Others may have legitimate needs and respond truthfully to qualifying questions—or not. In any case, some form of prequalification can assist the seller in determining the value of the prospect.

For many years, most inquiry leads came from magazine advertising, especially in industry publications where the readers already have an identified need: process controls, bottling equipment, remodeling materials, computer networks, or whatever else the magazine is focused on. Ads would include reader service numbers that could be checked off on a postpaid card at the back of the magazine. Readers give their contact information and indicate what products or reports they want to receive. The magazine or a service processes the inquiries and reports them to the appropriate advertisers or their inquiry management service.

In recent years, more inquiries are being developed through Internet websites. The process is automated so that requested information is immediately delivered to the inquirer using autoresponders and other software. Questionnaires are sometimes used to help identify and qualify inquirers and, as appropriate, pass them on to salespeople as prospects.

The key to utilizing inquiries from ads and the Internet is to somehow prequalify them. To do that, you need to know what the primary qualification questions are for what you sell. For example, maybe the qualifying question is: Do you have a computer network that is more than three years old? Or: Are you considering buying a new car in the next month? Identifying the best qualifying questions for your prospects can help you identify which are the most likely to purchase from you.

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