The Value of the B Lead
January 6th, 2011
In the Sales and Lead Generation world, leads are often classified based on a value of A, B, or C. As you probably realize, their worth as prospects and the time you need to invest to earn a return can vary dramatically – but it would be a mistake to dismiss leads simply because they haven’t earned the highest possible ratings.
- A Leads are the hottest, and are usually in the most active stage. This is typically the zero-to-three month purchasing timeframe. These leads will almost always have a funded budget for the project.
- B Leads tend to fall in the three-to-six month purchasing timeframe. Deep discovery is in progress, and sometimes these leads will even have a funded budget.
- C Leads tend to be the “wish-list lead”s. They fall in the six-to-12+ months purchasing timeframe, and have a tendency to reside in the marketing camp.
The mistake many of us make while trying to keep our “pipeline mix” healthy is over valuing A Leads. This focus on what appear to be the most enticing prospects can actually cost us great gains from B Leads. This over-emphasis is easy to understand, if misguided; it’s easy to fall in love with an A Lead. They are red hot, ready to go and so close to closing. Plus, there’s a budget! Why not be all over those choice A Leads?
The answer is simple: You are outside looking in.
If you are just identifying the opportunity in an A Lead, you’re actually fighting an uphill battle. Think of all the competitors who started pursuing that lead before you – when it was a (you guessed it) B Lead!
You can certainly win deals in this stage, but the odds are not in your favor. That doesn’t mean you shouldn’t chase a good A Lead, just use some caution and common sense. Learn why, at this stage of the game, a prospect is even considering other options. The tough truth is that A Leads are lost more than they are won by late arrivals.
Now the B Lead – here is your gold. When looking at your pipeline mix, work toward having 60-70% B Lead strength. It’s where you secure really solid sales. You can control the B Lead through the discovery process, truly identify specific client pain points, and modify your solution so that it sells specifically to those points. The very process of pursuing the B Lead builds the chance that you are in front as it becomes an A Lead. In many ways, you’ve helped it achieve that status, which automatically puts you well head of late arrivals.
So how do you start making the most of those beautiful B Leads? Take a step back and evaluate your current pipeline mix. Is it honestly balanced? Are you chasing A Leads that are essentially already in someone else’s hands, or are you doing the hard work required to transform a humble B Lead into the big deal you’re looking for? The math is simple: Spend your time investing in the leads you are more likely to control and you will close more deals. Believe it.