Qualify Prospects Using Direct Mail Marketing

When a prospect responds to your lead generation sales letter, how do you know if the prospect is a qualified lead or not? By qualifying them before they respond.

At my direct mail lead generation firm, our definition of a qualified lead is someone who meets four criteria:

Authority: They have the authority to buy
Readiness: They are ready to buy now
Budget: They have the budget to buy
Need: They need your product or service

Anyone who meets some of these criteria but not all is simply a lead that needs to be cultivated. This process is called lead development, lead nurturing and lead cultivation.

One way to discover if your prospect meets these criteria is to ask some qualifying questions on your business reply card or website landing page. That way, you know how much time, energy and money to spend on each inquiry.

Here are five questions that you can ask in your sales letter's reply device or on your website landing page to qualify your leads, learning where they are in their buying cycle.

What is your role in the purchase of this product?
[This question determines their authority]

When will you make your purchase?
[This question determines their readiness]

Has a budget been approved to buy this product?
[This question determines their ability to pay]

How many employees or sites need this product?
[This question, or one like it, determines their need]

Alan is a business-to-business direct mail copywriter and lead generation consultant. As President of Sharpe Copy Inc. (http://www.sharpecopy.com), Alan specializes in helping businesses generate leads, close sales and retain customers, using cost-effective, compelling direct mail and email marketing. Alan also uses his direct mail advertising services to help charities raise funds and raise awareness of their causes, using fundraising letters.

---

Pricing Strategies in Marketing

Price is an often overlooked marketing strategy, as many tend... Read More

Marketing With Business Cards

Many businesses today overlook the importance of business cards as... Read More

Who Is Your Market and Where Are They?

An important part of planning your business is to know... Read More

Making Networking Work

Several years ago, "networking" was the hot buzzword. Everyone was... Read More

Putting Your Website to Work

Websites have replaced the brochure as the "must have" marketing... Read More

Seven Secrets For Building Customer Loyalty In Your Restaurant

Imagine how much your sales and profits would increase if... Read More

Lessons From a Six Year Old

My 6 year old daughter Emily knows exactly what she... Read More

Reasons Why People Usually Dont Buy Again

There are many psychological reasons why people will buy from... Read More

Assumption Based Marketing Vs. Fact Based Marketing

One of the most common mistakes in marketing is making... Read More

How To Go From Under Dog to Top Dog by Unleashing The Power Of a Postcard

The Tale of Two Dentists...Dr. Namel and Dr. Ivory are... Read More

Getting Your Services Used

Every day I talk with professional service providers who do... Read More

Business Postcard Marketing: 35 Ways to Use It

Postcards are an effective way for many business owners and... Read More

Marketing Brain Trust

Rest assured that no matter how smart you are, you... Read More

How To Let Your Customers Search For YOU! ? Part 2

First I want to welcome you to part two of... Read More

Your Ultimate Competitive Advantage

The biggest secret to success in business is to always... Read More

Two kinds of Advertising for a Marketing Strategy

Advertising is the lifeblood of any business. If you do... Read More

Nice Guys Finish First

Volunteering your services can be an excellent way to form... Read More

Refresh Your Web Site

So you have a Web site. And so does most... Read More

Make Out Marketing

What is the single biggest fear of teenagers, business owners... Read More

How to Pick a Winning Business Name

What's in a name?Think of your business name as an... Read More

Focusing Your Marketing Efforts

One of my favorite quotes is often used to describe... Read More

Do You Really Know Your Prospect?

I'd like to introduce you to someone. I don't actually... Read More

Mortgage Marketing - How to Earn More Business From Realtors®

Is your marketing strategy getting the results you desire?Mailing postcards,... Read More

There?s More to Marketing ROI (return on investment) Than Meets the Eye

All too often people look at marketing ROI in terms... Read More

Networking the Media

The media is a business's absolute best friend. It is... Read More

Three Alternative Methods On Getting Quality Testimonials with Bonus

Here are three alternatives to increase your testimonial numbers or... Read More

Embracing The Future - Marketing Yourself, Your Business And Your

IntroductionMany businesses and organisations have a perception that marketing means... Read More

The Sweet Aroma of Highly Effective Marketing

Highly effective marketing is accomplished when your marketing materials and... Read More

How Can I Get Name Recognition?

Some of the ways in which to get your "name... Read More

21 Must-Have Web Site Elements

Your Web site should be the cornerstone of your client... Read More

Your Company Need More Marketing? Or Just Better Marketing?

Many sales problems can be solved by improved marketing. Selling... Read More

Mastering the ABCDs of Small Business Marketing & Selling

I believe that small business marketing and selling follows a... Read More

Its Not All about the Cleavage! Or is It?

Times are a changin'! More women today work outside the... Read More