CRM companies and related software providers offer a myriad of tools to identify, qualify, and track sales leads. Many of these offerings sound great to potential CRM users, but they all have one basic flaw that can leave them useless. They all depend on a system being able to identify qualification criteria, or simply offer database searches based on plug-in criteria like industry, size of company, revenues, etc.
Salespeople know that there are only three TRUE criteria for qualification:
- prospects must be interested in speaking with them;
- the product must meet the prospect’s needs;
- and the sales contact must have the capability to make or drive a buying decision.
Unfortunately, these criteria can only be defined by prospects themselves, not by database searches or even by sales rep call reports.
The most successful sales of any product or service are those that occur when a potential buyer informs a sales organization that he or she is ready for serious discussions. The success of Webinars as lead generators has grown exponentially for that reason, but Webinars alone aren’t the full answer. The fact that a potential prospect attended a Webinar is indeed an indication of some level of interest, but the overwhelming majority of attendees are not prospects, having participated for a variety of reasons other than buying interest.
Webinars on PresenterNet however, add the most important element for qualifying a true sales lead. By providing InterActors on slides that enable attendees to respond onscreen to various questions during a Webinar, they capture information directly from the potential prospect. These are the kinds of questions that a salesperson would want to ask if given the opportunity to speak candidly:
“Would you like us to call you for an appointment?”
“Do you have a need for the kind of product we sell?”
“Are you the decision maker, or should we contact another person in your organization?”
“Do you currently have funding to commit to this area?”
“On a scale of 1 to 10, how interested are you?”
“How do you see our product potentially fitting into your company’s plans?”
Answers to questions like these help sales people to find and close the very best opportunities. Interactive slides with these capabilities therefore become the missing links to making Webinars the top business drivers available to any sales organization worldwide.
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