All the online leads in the world aren’t good unless lead nurturing is given the same priority as the goal of getting the leads in the first place. Sales executives don’t really care about leads unless they know those specific leads have already put them in the running. So how do you give them leads that put them in the running? You give them leads that may or may not be ready to buy but they are ready to establish a relationship, an introduction that guarantees connecting buyers with sellers especially in a complex sale.
In the online directory world, Category leads are real decision-makers who have been actively exploring your product and services in the past 30 days under your category heading. They have been out fishing. So handle the big fish with care.
When you want the attention of a busy person, your chances are greater if you introduce specific information on how to help them versus general information. It’s the same with leads.
Category leads are specific, not general. They are leads that live in your discipline. They are leads that say I want to establish a relationship that will most likely lead to a sale. Your Company has something that I am specifically seeking. Find a way to nurture them. Get sales to understand where Category leads sit in the sales funnel. They are the ones that count. And, that their first approach to these leads is to warm them up to your Company. The close isn’t always on the first call. But, the first step in an important relationship is always in the first round.
And by the way, an important tip and a one line commercial that’s relevant to you: The ROI of a Category lead in the JAZD Marketplace is the best in the industry. You get a lot of demo data about buyers who are actively searching for your products and services (within 30 days) for less CPL, making the true value of these leads the economic win in your marketing funnel.