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.

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