Quotatis Pro | Professional Blog

Defining a good B2B lead

In business to business, the products or services involved usually command a high price. This is the opposite to B2C, which are relatively low cost and supported by advertising or bought on the spot. In B2B it’s more likely that a great deal of consideration will be required before making a purchase.

This is why leads drive the B2B market. With excellent leads, the lack of advertising can be made up for and the following questions can be answered:

  • Who are you?
  • What do you do?
  • Are you interested in my product or service?
  • Can you afford it?
  • When do you want to buy it?

Even with these leads, there is no guarantee of a sale. Of course, what it does give you though is an opportunity to make a sale.

With every lead that comes in, it’s crucial to take these points into consideration:

  • Have you asked the right questions? You don’t want to waste time on a lead which won’t sell, so ensure to get the right questions asked as quickly as possible so you can ascertain the lead quality.
  • Have you asked too many questions? If you ask too much you can easily discourage potential customers. This is typical when you ask for a form to be completed.
  • Are they in a position to make a decision? What role does this person have in their business? Are they the decision maker? You need to talk to someone with the purchasing authority.
  • Have you got the correct details? It’s easy to make a spelling mistake, especially on email addresses, so ensure you have the correct details.
  • Why have they completed the form? A good lead will have completed the form to make a purchase at some point. Some may have done it for research purposes which can become a stronger lead later down the line.
  • What’s important to remember is that every lead has potential and as long as you ask the right questions and have the correct information, you can ensure getting a good turnover of leads.


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Tom Crosswell

I have been managing online projects since 1999 and I'm a experienced marketeer, who is well versed in international brand management, online business strategy and developing long term relationships. Through my academic and professional background I am a specialist in generating online loyalty towards brands. My experience has taught me that ultimately business is about relationships and people. For more information see my Google+ page.

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