Screening Leads

Home Performance Special Issue 2006
A version of this article appears in the Home Performance Special Issue 2006 issue of Home Energy Magazine.
Click here to read more articles about Sales and Marketing
April 16, 2006
        Asalesperson should spend most of his or her time working on those sales that have the easiest-to-close, most promising leads.There are three main elements to look for in determining which leads those are: need, ability, and trust.The more need, ability, and trust there is around the table when you present your proposal, the more likely it is that the lead will turn into a sale.Thus, screening leads for these three elements is the first part of a sales system, a linear process that will guide you most efficiently to your objective: the sale. By implementing a lead-screening process, contractors are better able to focus their time and energy on prospects who give favorable answers, divulging high levels of need, ability, and trust.The following lead form (p. 21) contains carefully crafted questions that can be used as a loose script when talking to a prospective customer. The questions address the prospect’s need, ability and trust, allowing you to prioritize the leads most likely to generate sales.

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