Why Is a Lead Like a Donut?

Article by Scott Sullivan

What is more scrumptious than a fresh, warm, glazed donut? A delight that is so sweet and will always put a smile on your face. That is the same feeling a salesperson gets when handed a fresh lead. Why is a lead like that a donut? You must do something with it today or it will be stale tomorrow.

Leads are the lifeblood of any sales operation. They can come in many forms: cold calls, referrals, or database mining; but what you do with them could literally be a million-dollar question.

At the beginning of each sale there is a lead—the name and number you receive with maybe a bit of other information about the potential client or customer. Then you start the process of “qualifying” your new, warm lead. Qualifying determines their level of interest in your product or service. Next, actioning a lead may require lots of steps, and take weeks or months of time, or could be as simple as asking the person or group to give you their business.

It doesn’t matter what you are selling, the ability to convert a lead into a sale is the primary job of every salesperson. Think of actioning a lead like a basketball player shoots free throws; it’s just one of the skills needed to be a well-rounded team member. Like the basketball player is just one member of a team, so is a salesperson. While some salespeople are highly skilled in closing or presenting, every salesperson knows actioning a lead is a fundamental skill and should be practiced every day.

Most great sales organizations will have a formal process in place for actioning leads. It will probably be systematic and is usually data driven. The goal of the actioning process is to give the salesperson more opportunities to get a ‘yes.’ Smart sales professionals will tell you that they are always hunting for the ‘yes,’ however, a solid ‘no’ is sometimes just as good. The ‘no’ tells the pro that the timing is not right, or the budget hasn’t been approved. Rarely does a negative response mean no. It usually means, “Not right now.” The message is to not waste time today, but to revisit it again in the future.

While a ‘yes’ is always the best, a ‘no’ is OK, too. What about ‘maybe?’ ‘Maybes’ are the death knell that rings in the ears of every sales professional. When ‘maybe’ rears its ugly head and requires a response, the amateurs are separated from the pros. Unfortunately, some salespeople will spend all their time trying to convert a ‘maybe’ while three potential ‘yes’ responders are buying from a competitor. As a sales pro, you can handle all the ’no’ responses, spend a short time working to convert the ‘maybe’ (and then assume a later ‘yes’ or to leave the current ‘no’), and keep moving forward. You must trust the process. Review your results often. Then adapt your process with every review.

To truly enjoy the benefits of a fresh, warm, glazed donut, it’s good to balance it by choosing a salad for lunch, and then spending an extra 30 minutes while exercising. To find more advantages in seeing your leads like donuts, find a mentor or coach that can give insight into your process and results. This is important because many salespeople become too close to the process and not see either flaws or opportunities for improvement. Hone your skills, practice the fundamentals, and enjoy a warm lead before it goes stale.

Through Scott Sullivan & Associates (www.ScottSullivan.biz), Scott shares 30+ years of experience as an entrepreneur and sales professional with Inspired News Radio. Listen to “Sales with Sully” and “Mind Your Own Business” at www.InspiredNewsRadio.com.