It’s always nice to receive inbound leads, especially if you are spending most of your time prospecting for new business.
Inbound leads come in many forms.
For example, someone visits your website and completes a short form to request a download of a report, e-book or some other content.
Or, maybe someone is doing research and requested a salesperson contact them to gather more information.
Or, your marketing department did an email blast promoting a new report, survey or upcoming webinar, and suddenly, your inbox is flooding with leads.
But are inbound leads worth it?
Think about it for a minute. Who is more likely to become an inbound lead? Is it a key decision-maker juggling a hectic schedule, or a low-level employee surfing the web?
In most cases, it’s the latter.
You see if you are indeed a key decision-maker you are probably not going to spend time researching websites or responding to email marketing. Why? Because you are too busy… making decisions.
So, you have an intern, a secretary or a junior employee do your research for you. As a result, before you get too excited about an inbound lead, take the time to find out who you are speaking to before calling that person. Are you contacting an intern or a CEO?
(I know a sales department that spent nearly 15 years contacting the same inbound lead before realizing the person wasn’t serious. The guy just liked talking to salespeople).
LinkedIn, of course, is your best choice for research. A company’s website may also help you.
Inbound leads can also help you uncover customers that you didn’t know existed or you would think would not be good candidates. Depending on your industry or the size of your market, it’s usually challenging to discover on your own all the potential customers you need to contact. Thus, email blasts and good marketing content on your website are like fishing lines dangling from a boat with juicy bait waiting for a catch.
What you don’t want to do is fall into the trap of thinking that every inbound lead you receive will be the crucial decision-maker. In 99% of the time, that will not be the case. Instead, view the incoming lead as someone who can open doors for you. Hopefully, that person will be your advocate and shepherd you through the bureaucratic maze of reaching people who will assist you in closing the sale.
Receiving inbound leads is nice. But too much of a good thing could turn into a bad outcome if you are not careful with your time. Don’t be ensnared in doing a lot of busy work contacting the wrong people or developing false hopes of sales that will never close. Instead, view inbound leads for what they are – a way to get your foot into the door for more substantial opportunities, or to unearth hidden gems.
Traps are for animals, not salespeople.