define your value propositionI receive emails weekly, if not more often, from shysters offering lead generation services. I also talk to clients who have very high enquiry rates, thanks to their high advertising budgets, but achieve a low proportion of qualified enquiries. This is the second of 10 THOUGHTS addressing strategies for maximising qualified enquiries […]

define your value propositionI receive emails weekly, if not more often, from shysters offering lead generation services. I also talk to clients who have very high enquiry rates, thanks to their high advertising budgets, but achieve a low proportion of qualified enquiries. This is the second of 10 THOUGHTS addressing strategies for maximising qualified enquiries and genuine prospects. I am defining a qualified enquiry or genuine prospect as one where there is a better than 50% likelihood of conversion. I recognise that there is usually a sales funnel, and acknowledge the importance of minimising time wasted on unqualified enquiries in that funnel. Research by Impact Communications found that 70% of purchase decisions are made with the express intention of solving a specific problem. This suggests that the best leads, qualified enquiries and genuine prospects are people who recognise that they have a specific problem and see your business as having…