B2B Sales 101 - How to decide if a sales lead is a good fit. 10 questions to ask yourself.

Leanne Clegg

Sep 8, 2020 • 2 min read

Would you rather have lots of conversations with disinterested prospects or fewer conversations where the majority of people show some interest in what you’re trying to sell?

I know I’d prefer the latter.

If you’re used to a life in sales being about calling every single lead that enters your sales pipeline, you may want to rethink your strategy.

I imagine most of these calls result in either not getting past the gatekeeper of a call, not getting an email reply or getting an instant “no, I’m not interested” as soon as the lead realises you’re making a sales call.

Even with the rejection being high, many sales teams still think this is the best way to go about selling because they have high outreach quotas they must meet on a regular basis, regardless of the outcome of the conversation.

But there is a better way.

That way is pre-qualifying prospects before picking up the phone or writing that first email.

What does pre-qualifying prospects entail?

Pre-qualifying includes doing some initial research on a business lead that helps you to determine whether they actually need your product or service before contacting them.

As this research can end up being quite time consuming, here’s a set of questions that, at a minimum, you should aim to have answered before making a call.

  1. Who are they?
  2. Do they meet your Ideal Customer Profile?
  3. Are they located in an area you operate in?
  4. Are they performing well financially?
  5. What is the size of the company?
  6. Are they doing well financially?
  7. Have they been in the news recently. If so, does the news suggest they’d be open to purchasing new products or services?
  8. Does their use case and business values meet the benefits of your product or service?
  9. Who within the organisation do you want to sell to?
  10. Do you know the name of a key decision maker likely to make time and take notice of your outreach?

By knowing this data, you can put some leads on a “marketing-only” pile if they do not seem to fit the audience you’re trying to target at all or you can qualify them as being sales-ready and then prioritise them for outreach.

At Ricochet, we understand the value of pre-qualification and so have launched a tool that speeds up the time you need to spend answering these questions.

Ricochet’s free Chrome Extension gives you the business information you need for qualification from a range of sources including Companies House and Crunchbase, provides links to social media profiles, overview of what markets the business is in and a list of similar services and competitors. - allowing you to determine who is a good fit, from a single source. If you’re also a HubSpot customer, you can even see if the business you’re looking at is already in your CRM and, if not, add it in a single click.

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