In the guise of Captain Obvious, I mentioned the importance of working leads, and told you that this would be a significant topic of discussion on this blog. However, before we get into the details of lead following techniques, I wanted to share a bit about our interest in this topic and the position from which we derive our expertise.

Wendover Corporation provides a variety of sales related products and services from appointment setting to sales consulting, but our original and most sought after product is our relocation information. This relocation data provides leads based on imminent moves and/or expansions. We identify companies that are planning to relocate their offices in the next 3-6 months and provide that information to sales teams interested in targeting growing, transitioning companies.

80% of the companies that are relocating are doing so because of growth. These growing companies are often budgeting huge amounts of money for the move that will go to everything from moving services to furniture, phone systems to networking equipment. When companies are moving, they are looking to make changes in equipment and service providers. We identify the companies and the individuals within those companies that are seeking information on those services and products which will fall within their move budget.

The data that we collect is very valuable to those sales teams dedicated to growing their customer base and increasing their margins. The relocation leads have a pretty long lead time and reward those willing to get in early and stay in through the entire relocation process. Properly followed, these leads provide more sales and higher margins than any other leads of their kind. We are, therefore, very interested in seeing them properly followed.

Too many times, however, we see complaints about leads that were never followed. We see sales teams upset by the lead time provided. We see what appears, to us, to be teams less interested in selling than they are in battling over price. Rather than build a relationship with a prospect, they seem to want to come in at the end of the process and chop margins to offer the "best deal." Too often this "best deal" is merely the cheapest possible offer and involves cut corners and unhappiness on both sides of the table. Our client's business suffers. Their customers suffer, and in the end, we suffer as well.

So, basically what I'm saying is that the techniques for lead working we will be discussing will help us as much as they will help you. When sales teams work our leads, they have better results. When they have better results, they come back for more. In other words, when you win, we win. That's as transparent as I can get on this issue. When leads are properly worked, everyone wins . . . even the customer who gets a product they need and the service they deserve.