Business-to-Business Lead Checklist

-By Tele-Center, Inc

Business-to-business telemarketing involves lead generation; and, in turn capitalizing on the lead. The success does not stem from acquiring the lead, but what happens with the lead once it is generated. The success of your company is won from the day-to-day processes; and, broken down further, in every single interaction your company commits.

The following is a checklist to help in making your leads into sales and ongoing relations with other businesses.

Requested Information

- Think about what type of information you want to send in response to different types of inquiries.
- Have electronic version available for those who request the information by email or download from a Web site.
- Have a wealth of printed materials that will be accessible for those who prefer them.
- Make sure you have proficient people and a system of process to immediately release requested information.

Inquiries

- Have a database established.
- Have data entry employees or a system in place that will immediately insert inquiries into a database.

Qualification

- Have a system established with sales management in orchestrating what questions to ask in order to assess what leads are qualified.
- Know exactly what data is needed to know what sales contacts will receive the qualified leads.
- Have highly proactive systems established to contact and qualify leads.
- Your process needs to be constructed so leads are distributed to sales contacts as they are identified.
- Your leads should be able to get in front of salespeople with little lapse of time.
- Your system should be user-friendly for salespeople, reps, dealers, and distributors.
- Have leads be accessible over the Internet.

Program for leads that are not qualified

- Design a program that will keep in touch with prospects on a long-term basis through fax, email, and phone contacts.
- Have a certain amount of time and formula established as to how long to keep contact with prospects.
- Have a process already in mind that delineates what messages will be sent to prospects.
- Have a process of offers used to further identify each prospect to get them ready for sales.

Measuring Success

- Have logistics establish to measure cost per lead, cost per qualified lead, and cost per sale.
- Calculate what lead programs get the highest return on investment.
- Identify what facilitative techniques work and which ones do not.
- Keep records to prove that lead generation programs are working well in producing increased sales and market share.