Lead Qualification – How to identify the ideal customer for your product/service?

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The sales process is divided into several interdependent stages. When disorganized, the chances of losing a potential customer in the middle of negotiations are high!

That's why it's important to systematize them by creating lead qualification actions .



In this scenario, the work of the pre-sales team stands out . These vnpay database will be responsible for making an initial diagnosis of the leads. The goal is to pass only the most qualified opportunities to the sales team so that they can continue the negotiation.

Below, we explain more about this joint journey between the client and their team. Enjoy reading!



Lead – potential customer or not?



When it comes to sales journeys, there is a lot of talk about Leads and the importance of generating and capturing these business opportunities. The first point to understand is that a Lead is a person or company that is interested in or has a need for the product or service you offer.

They are not yet a customer – but they could become one! Therefore, the path between the lead discovering your company, learning about the solutions you offer, and closing the deal must be structured in an organized and strategic way. No one wants to lose a buyer along the way, right?



How does lead qualification contribute to this process?



Qualification consists of segmenting all the leads your company receives – and separating into groups those that represent real negotiation opportunities for each product/service offered by your company.

This action is essential to increase the efficiency of your sales process, as it focuses your team's efforts on optimizing contact with potential customers. You save not only operational resources , but also your team's time, avoiding unproductive meetings.

It is important to understand that we are talking about a process of processing leads that have already reached your company. This will happen through active, passive and marketing prospecting actions, with a focus on attracting potential customers to your business. To learn more about this topic, we suggest reading the articles below:



“ Download now: customer prospecting spreadsheet ”
“ Customer prospecting: When to buy a lead base and how to work with it? ”


Leads acquired? It's time to segment them according to your business strategies and objectives!



But how to put it into practice?



The main goal of lead qualification is to gain a deeper understanding of your potential customer. A contact is only transferred to the next step/professional at the appropriate time. But what stages are necessary?

We can divide it into three main filters:



MQL:



Acronym for “ Marketing Qualified Lead ” – these are those who, after receiving communications via marketing and advertising, request contact from your sales team. When they fill out a form on your website, for example, they already go through the first qualification – from “visitor” to lead.



SALT :



“ Sales Accepted Leads ” or leads accepted as potential buyers. This second stage of the filter is usually carried out by a Pre-Sales team , responsible for the first contact with the lead.

Pre-salespeople play a strategic role in developing a purchasing journey. We highlight the following actions:



Identify the ideal point of contact with the prospect: If you are selling to other companies (B2B), who is the person responsible for making the purchasing decision? Which department should be contacted to offer your product/service? It is essential to speak to the right people!


Data collection and lead segmentation: Does your potential customer have the ideal profile for your product/service? More than that: do they have the intention and real need to purchase it? By collecting this data, it is possible to direct communication with each lead and offer the solution that best fits your potential buyer's needs.