It’s one thing to get a lead, but it’s something different altogether to get a
qualified lead… right?
But how do you tell the difference between the two?
Well, there’s a simple metaphor I came across in a course I was doing on
the weekend called BANT.
It stands for:
Budget: do they have the money?
Authority: do they have the authority to make the decision?
Need: do they really need it?
Timing: is it urgent, is there a reason to act now?
With this in mind, next time a lead comes through your system… make sure
you ask questions related to each of the above to them.
Even better, seed your ads so you are more likely to attract someone who
meets all four of these criteria.
I was chatting with a potential client the other day, they get
thousands of visitors to their web site…
And their content was all immediately downloadable.
I said “why don’t you gate your content?”
You see, it’s one thing to have a pdf which is automatically
But if you can make me fill out a form to get my hands on it,
then you can follow up with several emails / videos, etc.
to tell me more.
Don’t get me wrong, there is a time and place for gating content.
For instance, if you’re going off a Facebook ad I would recommend
ungated content (i.e. straight to a blog post, no opt in required)
which can be pixelled and then followed up with a gated offer…
But if you’re getting tons of content to your web site and not gating
your content, you are leaving some serious money on the table.
So why don’t you take a look at your analytics now…
See where you are getting the most traffic, which pages are the
And create a piece of content to offer on that blog post to get people
to jump into your sales funnel.
For instance, if you’re a landscaper and people are on your lawn
care page, why not make an offer along the lines of a free checklist
on how to nourish the perfect lawn.
Then go out there and do it.
I was chatting with a client the other day.
He wanted help with getting more leads.
But I often find that the problem you think you’ve got is rarely the
problem you REALLY have.
So I asked about his sales funnel, and what was going on at the
top, middle and bottom of the funnel.
As it turned out, he was already getting plenty of leads.
BUT the problem was they weren’t converting.
That’s right, when we dug into the details, there were over 150
past quotes that had been sent out that nobody was systematically
following up on.
And his were high ticket sales, so they didn’t usually drop of their
They needed nurturing.
It was political.
There were several decision makers.
So effectively what he was doing, if you can imagine a funnel, is
getting the leads in with ads…
Getting their interest…
And getting right down to the bottom of the funnel and putting a piece
of steel there.
It’s the equivalent of getting 5 minutes from the try line in a rugby league
game, then tossing away the ball.
The steel must be removed, otherwise the business simply cannot
How about you?
Can you relate to this?
Perhaps your blockage is at a different area of the funnel…
Maybe you’re not getting enough leads and awareness.
Perhaps you’re not getting proposals out.
Perhaps your sales process is terrible.
Whatever it is, make sure you identify and fix it…
Or you’re probably flushing thousands down the drain.