LEAD CONVERSION: Closing the deal


A sales rep arrives for an appointment with a prospective client. He has a hot lead - or so he thinks. The rep begins his pitch. A few minutes in, the prospective client's eyes glaze over. The pitch is fine. The problem is, it's for a product that has little relevance to their business. The rep leaves the meeting quietly cursing the marketing department for providing an inappropriate lead.

The above scenario points to a communication breakdown between sales and marketing - a costly problem with which many of us will be familiar. Lesson number one then when it comes to lead conversion: integral to the whole process is a healthy dialogue between those providing the leads and those acting upon them.