As a rule, leads can always be divided into these 3 lead categories:
Cold leads — they were once interested and left their contacts, but now they are not ready to buy, they do not have money, or they have not formed a need.
Warm leads — have a formed need, they have studied your promotional offer among others and come into contact with the seller. For example, a client called you and began to find out the details and nuances of a particular product or service.
Hot leads are ready to buy and only from you. The choice is made, the person leaves the application and prepared the money.
The ideal is, of course, hot leads. However, this is unlikely to happen. Therefore, the main task is to maximize the number of warm leads, people who are still in doubt, but who can be squeezed into a purchase.
A qualified lead is an application that meets the criteria or requirements of the customer (discussed in advance).
An unqualified lead is an application that does not pass according to any parameters.
Depending on the product, market, geography, the customer prescribes a portrait of a potential client who is part of the target audience.
If the lead is an individual, but a business was required, then this is a low-quality lead. If the geography of sales is Moscow, and the lead is from Yekaterinburg, then it is also of poor quality.
In this case, there are certain lead parameters:
- a potential client was reached by phone;
- his need coincides with the offer of the customer.