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We define a qualified lead as one that has budget or spending authority, authority to make the decision, need, a time frame for making a decision, and is a good fit for you and your services. With these factors in place, we consider a lead “sales ready.” According to our lead generation research and our real-world experience as professional services marketers, approximately two-thirds of leads generated are long term. Often this means you have engaged discussion with a decision maker at a company who has stated a need, but who doesn’t currently have budget or ability to spend, or who has a long time frame or no set time frame for making a decision.

Many firms let the leads they work so hard to generate drop out of their pipeline. (A BtoB Magazine article from April 14, 2003 cited a report by the Yankee Group that between 40% and 80% of new business leads are lost, not followed up on, or otherwise mishandled due to poor company processes.)

In our experience, service businesses are better at staying on sales-ready leads, and notoriously bad at staying on leads that need further nurturing. If your company is one of the many that are poor at staying on leads that are not sales ready when they present themselves, you are likely missing out on 2/3 of your new business opportunities.

At Wellesley Hills Group, we work with our clients to never drop a lead, nurture the leads they have, and make sure the firm stays top-of-mind with all of their prospects. Our lead and relationship nurturing process features:

• Building an ongoing lead nurturing strategy
  
  
• Implementing processes, often times including better utilization of firm databases or implementing new databases, to make sure leads are never dropped
  
  

• Creating an integrated communications program to make sure the firm stays top-of-mind while augmenting and reinforcing the value proposition of the firm

Our lead and relationship nurturing services often work in conjunction with our Services in Demand lead generation services to create a robust new business development engine for our clients.

Can Wellesley Hills Group help you stay top of mind and close more business?

Give us a call at 508-626-9991, send us an email, or fill out our contact form to learn how we nurture long-term leads.