Did you know that only 1 in 5 leads ultimately becomes a client?
This article explains how you can filter qualified leads among your website visitors by setting up questionnaires on your site.
You will save your sales team’s time and you will increase your conversion rates.
What is Lead Qualification?
The key to success in sales is qualifying leads well. Lead qualification is the process of predicting how likely a lead is to become a customer.
Qualifying your leads reduces the time that your team spends chasing leads who ultimately don’t become customers.
I will show you how to qualify your leads by defining your customer persona and implementing the BANT process.
Defining your customer persona
Every company needs to understand who is its ideal client and whom they are not going to serve.
My market segmentation approach will help define your ideal client based on geographical, firmographic, demographic, psychographic, and behavioral criteria.
The more information you have, the better you will understand your ideal consumer.
Use the BANT method to find the most qualified leads
The BANT process will help to identify leads worth pursuing. BANT is an acronym for budget, authority, needs, and timeline.
You can qualify your lead depending on their budget. You can disqualify the prospect if your product costs $500 and the prospect can only afford $100.
It is important to sell to the right prospect. You need to identify the member of the purchasing company who has the authority to approve the purchase.
If you are selling graphic design software, the problems your product solves are relevant to the marketing department. The marketing director is your target.
It is important to identify the challenges of the prospects to fuel the sales pitch. If your company doesn’t find a need for your product, you won’t succeed.
If you sell trucks to a company that develops B2B software solutions, you won’t succeed.
The timing is critical to qualify the lead. Those companies in need of your product will raise fewer objections and be more willing to purchase your product.
Call to Action:
The final step of the BANT process is the call to action. Every sales interaction should end with a next step tied to a date. If the buyer is truly committed to moving forward, they won’t have any trouble meeting you.
How to qualify leads on your website through questionnaires
We will use the BANT method to set up a lead qualification form on your website. I will show you how to ask the right questions.
What is your budget for this project? You can provide different options and the user will choose the budget available for this project.
Ask how many employees a company has to guess whether the business is able to invest in your product.
What is your job title? You can create a drop-down of different job titles. If the lead chooses your ideal job title, you can go ahead with the lead qualification process.
What brought you to our website today? You can include a box on the questionnaire and the form-filler will be able to write a long answer.
You can go deeper and ask more specific questions about their business to qualify the lead.
When do you need the product? You can set up a date question on the questionnaire and the leads can leave the estimated date of delivery.
The call to action
Do you agree that the next step is X by Y date? Ask your lead for a meeting.
You can use the Google Forms tool to implement the previous questions on a simple questionnaire. It is free and easy to use. You have no excuse to start qualifying your leads.
Chatbots can interact with your website visitors and ask them lead-qualifying questions that you have predetermined.
This tool is available anytime on your website. Here are some potential questions for your chatbot:
- What brings you here today?
- What is your purpose with our product?
- Are you our customer?
- What is your budget range?
- Are you interested in finance options?
- What is your schedule?
Quizzes are another great way to qualify leads because they are interactive and help people understand themselves.
If you sell antivirus software for smartphones, you can consider a quiz entitled, “Is your smartphone actually protected against malware and viruses?”
Your leads will take this quiz to know whether their smartphones are infected or not, and you can use the BANT methodology to qualify them.
The result of the survey could be: “Looks like your smartphone needs some updates and an antivirus solution.” Finally, you can include a call to action such as: “Download our ebook on how to protect your smartphone.”
I have found another example on http://www.melissajill.com. Melissa is a wedding planner. She offers a quiz on her homepage to find out the timeline of their visitors’ weddings.
The quiz provides something valuable for the user. People can find out their ideal wedding day timeline by taking the quiz.
Melissa asks different questions about the organization of the wedding. This info will help her to know more about the needs of their leads.
People like quizzes because they want to receive something valuable in their inbox. Melissa also asks about the role of the person that is answering the quiz. She wants to find out whether they are the ideal client.
The key to sales success is to define your ideal client. You can use my template to create your target persona.
After that, the second step is to follow the BANT process. Ask your web visitors questions to qualify them. I provided you with some critical questions that will help you.
The questionnaires are free and easy to set up. You can also create engaging quizzes to qualify your leads and develop chatbots. Follow some of the real examples provided as references.
Well, I hope you like this article. Do you have other ideas? Please share them with us!
P.S. Before you go, you may also be interested in the following articles:
POST WRITTEN BY
Jose Maria (Chema) Lopez
A Madrid Polytechnic University International MBA has worked as global marketing director in B2B and B2C international leading companies implementing global marketing and communication strategies to ensure business objectives and to optimize brands reputation and visibility on a global level.
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