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hmm okay so you got me finishing up the last of my bowl of turkey dressing yeah that's very nice my the dressing that we had for Thanksgiving this week just just finished up Thanksgiving I love leftovers those of you there international watching this you you most likely unless you're Americans or overseas expats you most likely don't celebrate Thanksgiving but it's it's one of our big holidays over here in the US and and we just had it it's great you get to pig out get fat for a good cause good cause I don't know what that means anyway hey everybody Steve Miller better known as Kelly's dad and marketing gunslinger welcome back to another know where my weekly uncopyable business programs and this week I want to talk about you know got a nice little title you know two ways to measure lead quality and potential yeah with all we've all done lead ratings you know we go we meet people at networking functions we go to trade shows we get business cards and after we're done talking with somebody we might take that business card and write down on the on the back you know are they you know and a lead Abby Lee to see lead or something like that and and so let's let's kind of just talk a little bit about that to be a little bit more efficient a little more effective in in gathering those and what we should do with them as we move on now first of all let's let's let's define the difference between a prospect and a lead okay a prospect is somebody who fits the first part of the lead quality definition and the first part is what is the profile of the target that we are looking for in some cases you might think of is there an avatar persona that we can develop so that we say all right we're looking or this particular type of person and it can be as simple as just having something like like okay well the simple definition is who are they alright and you might break it down into several different parts so so like the first part again like I said whoops let me get my thing going here is profile okay and the profile it could be something like and you can certainly come up you know with your own definitions here but it might be the industry that you're in so for example even if you might even if you're in the manufacturing community which a lot of you are it you you might be in even within that you're in a different you might work in different types of industries like like you know aerospace or automotive or medical or something like that so the industry could be something you know one of these things you know it could be the company size that you're looking for you know the size as far as dollars that they spend or the size as far as employees that that they have do they have multiple locations things like that and that of course can be something you know the you know location you know it could be a geographical description on your part then we're also looking for maybe the person the type of person who we want to be talking to so you know so what is their you know what is their job and not necessarily their title but you know are I mean are they involved in are they the decision-maker are they the user of the product maybe they they might even be the person who writes the check that might be somebody different or some other type of influencer and we wanted to find these ahead of time and this stuff is pretty you know we all get this right this is something we all we all understand and typically this is how we would want to start to define somebody before we go looking for them and if we are talking to somebody we kind of go through this a little checklist in here to see do they fit this this this and this you know and if they fit you know like if we were to look at this and say alright we've got you know four different parts to this if they fit all four of these well then they now qualify as a high high-quality prospect that's what they are they're a prospect because prospects fit the profile of our target market now the second part is you know what we could what we could call and you know we'll draw a line right down here and we say in and this is this is part number one and this is the demographic part you know we might even add something let me throw this in here too is it we might even add something in here where you know the challenges that that person that that company has a person has you know that that type of thing or a particular type of pain or problems they might have and if we can identify that they have that along with that they fit a fit a certain profile you know then again the more of these that they have the more of these that they fit the higher quality of the prospect that they are there's still not a lead there just a prospect in order to become a lead they have to have the you know they have to have this side and then they also have to have this side all right and this side is you know will say behavior you know B behavior and essentially what this means is you know if we if we think in terms of interest you know versus no interest you know or a level of interest you know what type of interest might they they have and the connection and the engagement that we get with them so like so so like for example if you meet somebody and you find and you figure out that they do fit the profile of your target market and then as you kind of indicate hey I might have a solution to your problem do they show an interest you know do they raise their hand and say yes I am interested so so the level of interest that they have is really indict is is really the top indicator of are they a good lead or not because just because they fit the profile does not mean they're a good lead it means they're a good prospect but if they have no interest whatsoever if they show no interest in engaging with us no interest in talking to us you know they they you know they had they just don't show it right then then we've got nothing we've got nothing until somebody shows an interest and they raise their hand and they say yeah I am interested in talking to you now that level of interest see it you know if you are talking to them personally then you can probably identify whether they might have a level of interest with you or not but what if you're not talking to them what if you're what if you're communicating via the internet and you know and you're advertising or you don't you're doing trade ads or you're offering you know assessments or you're offering white papers as things like that well that again that can be measured as a as a level of interest because you know you know we could say that the activity by that person could show that so so so for example you know do they if you have a webinar you know do they register for the webinar and and then and that so that shows a level of interest now then when you have the webinar do they attend the webinar that shows another level in a higher level of interest do they stay through the whole webinar that's another level of interest right and you know do the or do they watch the you know if they didn't attend it do they go watch the archive replay you know that's a that's a level of interest and if they you know if they do we can say hey yeah their activity that they are showing an engagement of of you know with us and they are showing a higher level of interest so the type of behaviors that we're looking we're looking for you know it could be that they take a survey you know you know or some type of an assessment from us you know anything that they would do that they would see they would provide us with with their email okay and also you know also what what determines a level of interest via just activity would be the frequency of their activity with us I mean do they download more than one white paper do they attend a webinar and then also sign up for another webinar afterwards and and so so so what happens is that when they do show a level of interest and you know what we could you know you could use any type of measurement here to say you know you you know used to be we would go that the quality of the lead was ABCD or something like that so so you could say all right from a profile perspective the a per the a client a prospect definitely they just hit all hit all cylinders with us right and so they are they are an a prospect and then somebody who shows high level of interest whether we've met them met with them in person we've talked to him on the phone maybe they've emailed us you know maybe they've you know responded to a an online and online forum come in online form you know again you know that is now saying I'm interested okay I'm interested so if you got both both the the profile and the level of interest is being high and you can say alright on a scale of one to three one two four or something like that you know one being highest for being low right and so if somebody has it fits everything on the profile they're an A and then if they show a high level of interest they're an A one and if they're an A one that is that that is an indication of you know this some this is probably somebody who's sales-ready okay so so it's so now here's the thing about this is that if I were to hand you ten people who fit the profile of your target market but you did not know what their level of interest was you know what would you what would you say your typical closing rate would be well for the most part the answer is you don't know because it's sort of like cold calling now you could say you could say all right I'm defining my target market I'm defining my mousse out there and then I'm gonna go start knocking on their doors and then you could say alright I'm gonna close you know I'm eventually going to close 10% 20% of those people because within that you still have to get their interest you start to find their interest out and then find out if their sales ready and then move on move on to close alright but what if I were to hand you ten people who number one they fit the profile of your target market very well and number two they showed a high level of interest a high level of engagement with you now maybe not perfect maybe not maybe they're not sending a form saying contact me right now but they are attending a webinar they are downloading white papers they and and so they are showing an engagement now let's say I sent you those now don't you think if I if I sent ten people who had that profile and aha and I have shown an indication of interest don't you think that your closing rate will be higher you know I gotta believe it would be a lot higher I would I have I would venture to say that if you found somebody who fit the profile and who had who said yep I have this problem I have this challenge I am interested in how you you can help me solve this you're probably going to close them right now imagine if you had ten of those how many you get in close so you see so it is it really really makes a lot of sense free to work hard to get that second part because the first part mean you know if their profile their prospect they're not a lead until they've raised their hands or they've shown a a level of engagement a level of activity that would indicate that they have an interest so that's the big stuff they're you know I know that in some some places that you know this is lead scoring and you can look at it from what you know like like lead scoring but it but just for most of us let's just sit down and think about this harder that can we go can we do things that help people to raise their hand so that we can find those people and we can go follow up with those people because our closing percentages are gonna go way way up the Steve Miller that are known as Kelly's dad and marketing gunslinger thanks again for joining me this week I have my glasses on the whole time but that's okay so thanks again for joining me this week and I'll be back again next week for another episode thrilling episode of uncopyable business and until then always remember be 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