Hot or Not?
Whether you are doing an email marketing campaign or selling using the telephone, your data lists are one of the most important deciding factors in the success of your campaign.
Over the years the team at Dream Merchants have found that sometimes agencies are confused in identifying what exactly is a HOT opportunity. This is very important to understand so that agencies do not make incorrect sale forecasts. Here we would like to explain what we mean by an opportunity. A HOT opportunity can either be a fresh lead, contact or an ex-client. We are most interested in helping you understand your HOT opportunity at the fresh-lead stage. The best way of understanding what a hot lead is, is by answering the question – What is not a Hot Lead?
What is not a HOT Lead?
- You call a cold prospect, he requests for information via email. This is only a Warm lead. Even more, if the prospect has not defined what they are interested in receiving in the email then 9 out of 10 times they are just trying to get the tele-sales representative off the phone. But if you email a cold prospect and he or she replies asking for credentials or more information then that is definitely a Hot lead.
- If any one else (secretary or colleague) other than the decision maker, shows interest.
- If the decision maker asks you to call back any time more than 2 weeks.
- If the decision maker says that your offer will have to be looked into by other partners or directors.
Hence, a Hot lead is not just a company which promises work of a certain monetary value but should be judged by the level of potential interest that the company holds in the service offering of the agency. Keeping in mind that we are presuming that whilst choosing the fresh leads for the database, you would have chosen companies of a considerable size, where they either have a huge turnover or have historically, spent a lot on hiring external agencies.
