If youre new to sales or marketing, then the first question on your mind might be what is a lead?

In this article, you’ll learn what’s a lead and how to work it. You will also find out the best way to reach qualified leads.

Lets get started, shall we?


Need Help Automating Your Sales Prospecting Process?

LeadFuze gives you all the data you need to find ideal leads, including full contact information.

Go through a variety of filters to zero in on the leads you want to reach. This is crazy specific, but you could find all the people that match the following: 

  • A company in the Financial Services or Banking industry
  • Who have more than 10 employees
  • That spend money on Adwords
  • Who use Hubspot
  • Who currently have job openings for marketing help
  • With the role of HR Manager
  • That has only been in this role for less than 1 year
Just to give you an idea. 😀

What’s a Lead?

Once you have a lead, there are many ways to convert it into sales. But most reps dont know what is and isn’t a true lead.

Here are the top five things you need to know about diversity in the workplace.

When I’m selling to businesses, my lead is not a person – it’s the company.

If you want to know what’s a lead, we need to change the way we think about prospecting, and focus on companies instead of individuals.

In answering the question ‘what’s a lead’, you want to take an account-based approach because it is more likely that there are many people in a company who could benefit from your product or service.

When you’re trying to get into a new account, find several contacts that see value in your product and engage with them. This is the way people buy today.

Gartner says that the average number of stakeholders in a B2B sale is now up to 5.4 people per deal.

In exploring what’s a lead, just make sure to tailor your approach with each contact. No two people are the same, so you should try and alter how you interact with them based on their perspective, taste or feelings.

Work on a New Lead

Now that weve defined what’s a lead, lets talk about how to work it.

First, make sure the company is a good fit for your product or service. This process is called Lead Qualification and it helps you figure out if they’re likely to become long-term customers.

If they are, youll keep them and continue working with them. If not, you won’t work with them.

Consider the organizations profile, or if you dont have one in place yet. Who are your most successful clients?

When you’re considering marketing to a new group, don’t just say “sure” or “I bet they could use what I sell.” Figure out why the company needs it.

Why would they need your product or service? What pain points does it solve, and what opportunity can you help them take advantage of?

If I want to reach out to a prospect, I ask myself two questions:

  • Why am I working this lead?
  • How can I help them?

If you know the buyers needs and if your product is a good fit, then go ahead. If not? Stop.

Reach Out to Qualified Leads

Make sure you undestand very well what’s a lead. Once you’ve identified a quality lead, your next task is to find the best way to reach out.

Research the buyer so you know what to say. Start a conversation that will matter at this particular moment in time.

How do you know when to start the process?

When you’re looking for a “trigger event” that creates an opening, it’s important to follow the lead closely enough so when they arise.

I would recommend the following steps to be prepared for outreach opportunities:

  • Connect with each company on LinkedIn and find out more about them before applying.
  • Set up an alert in Google for the company.
  • Sign up for the company’s newsletter to learn about new opportunities.
  • Create a private Twitter list only for company contacts so you can easily get in touch with them.
  • If you’re interested in the company, subscribe to their blog.

By monitoring a company’s formal communications and social media posts, you’ll be able to get a feel for the personality of the company. You can also see what conversations they’re having with others or topics that are most engaging.

You should find a way to relate your productcompany to the topic that they want, and then reach out.

The next step is to make that initial call or email.

Bottom Line

I don’t stop working on a lead until I get either an “I’m interested” or “No thanks.”

When you are prospecting, your goal is to get the other person to either ask for more information about what it is that you have or commit themselves to a purchase.

  • I want to know more.
  • The person refused to meet, saying no.

You need to know if you are successful or not before moving on.

To be better than the other sales reps out there, you need to think differently about how you will get your number. A lot of it is not just quantity but quality; that means finding companies with big potential and then having multiple contacts in those organizations.


Need Help Automating Your Sales Prospecting Process?

LeadFuze gives you all the data you need to find ideal leads, including full contact information.

Go through a variety of filters to zero in on the leads you want to reach. This is crazy specific, but you could find all the people that match the following: 

  • A company in the Financial Services or Banking industry
  • Who have more than 10 employees
  • That spend money on Adwords
  • Who use Hubspot
  • Who currently have job openings for marketing help
  • With the role of HR Manager
  • That has only been in this role for less than 1 year
Just to give you an idea. 😀
Editors Note:

Want to help contribute to future articles? Have data-backed and tactical advice to share? I’d love to hear from you!

We have over 60,000 monthly readers that would love to see it! Contact us and let's discuss your ideas!

Justin McGill
About Author: Justin McGill
Justin McGill is the Founder of LeadFuze - a lead generation platform that discovers new leads for you automatically. Get 25 leads free.