The Key to Delivering Better B2B Leads


The Key to Delivering Better B2B Leads

For complex B2B sales, there is one key element that is critical to ensuring that a lead is truly qualified, and it can often go overlooked in the quest to set an appointment.


In my experience, if this key element is covered, there is a much better chance of client success and a deal that will lead to a close.


Define the Need

To truly qualify a lead, it’s essential to uncover the data from a prospect that will define their need. If there isn’t a thorough understanding of the prospect’s need, then the lead isn’t truly qualified and may end up wasting your sales team’s time.


When a lead is passed along the sales pipeline, there should be enough information obtained from a prospecting call to provide a detailed description of what could be solved or improved through acquisition of your service or product.


Defining the need means asking a lot of open-ended questions and then actively listening to the answers, avoiding the pitfall of dominating the conversation with any kind of features and benefits presentation.



Meaningful Interactions Download


Questions that serve to define a prospect’s need include:

  • What solutions are you currently using and what is your level of satisfaction?
  • Are you currently using an outside vendor or are you trying to handle things in-house?
  • Do you have a budget or timeline established to find solutions or products that meet your needs?
  • What objectives for cost reduction/increased production have you established for the current situation?


Open-ended questions that guide a prospect into uncovering real information will lead to a thorough conversation, and uncover opportunities and better B2B leads.


They allow a caller to build a solid profile and be confident at the end of the conversation that this is a prospect worth pursuing.


Lead generation for professional business development and complex sales requires a real conversation that results in a thorough and comprehensive lead sheet to pass on to a sales executive.


If the information is incomplete or irrelevant to your product, service, or solution, then you will be costing your company, and your other team members, a lot of time following up with unqualified leads.




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