The document discusses best practices for lead qualification and generating qualified appointments. It recommends prioritizing leads who have engaged with initial communications, qualifying all leads through standard questions to ensure potential and quality, and reconfirming appointments prior to the scheduled time to reduce no-shows. The key is to track leads intelligently through the funnel using email and phone conversations, focus on using compelling HTML e-vites, and only hand over qualified prospects who meet all criteria to clients.

1. Lead Qualification Process

2. Campaign Preparation
Buyers Don’t Engage Sellers Until Late in Buying Cycle
Marketing needs compelling and frequent communications that Receptionists, Procurement professionals,
educate prospects about their solutions before and during the early etc. create barrier to keep telemarketers
stages of the buying process. out
No Requirement Problem or Start to educate Review Products Proposal
Buyer
/Issue need identified oneself /Services Pricing
1 2 3 4 5 6
Understanding buying cycle is a must before sales and marketing campaign strategy can
be mapped out and executed

3. Flowchart to ensure Qualified (Potential) Lead Generation
Skilled resources are The resource on touching
Sample Database is
engaged to follow up with the prospect over phone
procured adhering strictly
the prospects included in determines his interest &
to inputs received from
the target list prioritizing need for the
client
on lead alerts (C – Leads) product/service/solution
Only if the prospect is
Email tracking is done identified either in Active
Rest of the DB is procured
leveraging email engine Buying Phase or Closing
only after client’s approval
capabilities and lead alerts Phase, a more engaged
is received on sample DB
are captured activity (like an Prospect is not interested
appointment) is proposed in engaging in an
appointment call with the
client, then the feedback is
captured and lead is
disposed as “NI”
Introductory email is sent
Call script for appointment Prospect expresses a fair
to a target prospect list.
set up and all necessary amount of interest in
Each such target list
emails are approved by joining the appointment
contains no more than 50
client call with the client
target companies
Wants to review more info
before confirming date and
Prospects who reply positive to all time for appointment call
the qualifying questions AND
accept the invitation are identified Potential prospects are
as A – Leads & handed over to the then qualified through Confirms date and time for Disposed as B – Lead and
client as qualified appointment standard set qualifying the appointment call further nurturing is done
questions

4. Five Intelligent Steps to ensure Qualified Appointments
• Lead Tracking System:
• Do not reach out to all and every contacts in the target DB without a proper plan. Perform email blast, and reach out
immediately to the prospects who have responded to the email (read/replied). Thus effort is smarter, focused and
effective. This priority approach helps in improving quality of appointments generated.
• Lead Qualification:
• Qualify each and every end users based on the standard set of pre-set qualifying questions to ensure the potential
and quality of the appointment. ONLY in case the feedback from the prospects on the qualifying questions meet the
expected standard, the appointment should be handed over to the clients.
• Reconfirmation:
• Prior (usually 48 hours before) to the appointment schedule, reach out to the end users and reconfirm their
availability for the appointment. This is ensure lesser “No Shows” during the appointment leading to client’s
satisfaction.
• Effective use of both email communication along with phone conversation:
• Use email as the primary mode of communication along with phone to ensure ZERO communication gap with the
prospects. This also helps in improving the touch prospect ratio. Use standard email templates in most of the
occasion to ensure minimum manual errors.
• Focus on using the HTML eVite as the primary tool to identify potential end users:
• Ensure that the subject line and the content of the HTML eVite template is absolutely appealing for the end users.
This help in improving effective end user touch rate.