Marketing and Sales

April 17, 2006

What are “leads”?

Filed under: Marketing,Tips and Hints — Philippe Mesritz @ 2:53 pm

Leads vary based on organization. In some companies, leads are considered to be prospective customers who are on the brink of buying; in others, they are simply prospects that could, eventually, turn into a consumer. Each business has its own requirements and definition.

Before understanding how to put "leads" to use, it is necessary to define them in a quantifiable format. For the majority of the clients that New Direction Marketing has generated leads for, a lead is a contact within a company that has the decision making power and has shown some interest in the product in question. This is a quantifiable, yet generic, definition that can be used for almost all industries.

A decision maker is a contact who has the ability to approve a purchase at the price you are offering.

Interest is defined by an agreement that the consumer has some use for the product and the value that it can add.

Through careful contact with companies, it is possible to generate these leads that have a strong potential to turn into a sale. By cultivating contacts and treating prospects with respect, there is a greater chance to succeed in actually using these leads — and that's really the point behind a lead.

Converting the lead into a customer.

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