It’s easy to tell when your client has crossed that threshold from “interested” to “paying customer”. Consider what you do when buying a new electronic. As a buyer you take time to evaluate your needs, shop around, and eventually make a decision about the best place to purchase. Your clients are the same way- they confront several stages during the decision making process. Knowing where they’re at also helps you know what your role is as a salesman at that time.
Do you have a plan for measuring where various leads fall on a spectrum? If not, you should. Why is this helpful? This can help you identify any cracks in your system and help you work on target areas that you can improve to take leads from cold calls to warm sales.
On the far end of the spectrum, you have someone who responded to one of your marketing campaigns and anyone who has reached out to you to learn more about your product or service. These kinds of interactions can be generic and brief.
Following this is a meaningful connection or interaction with the client. After this level, the lead will generate a significant interest in what you have to offer. These kinds of interactions go beyond the generic and involve you sharing knowledge about the good or service in a way that personally connects to this customer. The next step in the spectrum is to give time to the client to consider what kind of need they might have for what you’re offering. This is where a warm B2B sales connection is key- you need to provide that value-added service. Demonstrate that you have taken the time to learn about their business and illustrate why you feel you should have a relationship. The final step in the spectrum is when the client has a need, budget, and timeline for your product or service.
Your ability to identify where the client falls on the spectrum tells you what your next step is and can help you take the client from cold to warm.