Ya hemos definido antes que un lead, o un cliente potencial, es aquella persona que ha completado una acción con tu empresa y que tiene interés de comprar tus productos o servicios. Así por ejemplo “Susana” quien ha llenado el formulario de tu landing page para descargarse un ebook es un lead. Pero ¿es necesariamente Susana un lead con alta probabilidad de comprar tus productos o servicios? Pues esto va a depender de muchos factores, y aquí te contamos más al respecto para ayudarte a calificar a tus clientes potenciales y así no inviertas energías de más en aquellos que no lo son realmente.
Para poder calificar a tus clientes potenciales, deberás contar con una lista de las características que debe tener tu prospecto de calidad. Cada ítem de esta lista debe tener asignado un valor en puntos para que puedas crear un lead scoring. Generalmente, se establecen escalas de valor del 0 al 100, donde, mientras más cerca esté un lead al valor máximo, su proceso de compra será más rápido. Así como es importante definir las características que evaluarás en cada lead y la puntuación que asignarás a cada una, también es necesario establecer a partir de qué puntuación cederás la batuta al equipo de ventas, para que pueda cerrar el trato con el cliente.
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Además de lo anterior, será recomendable que incluyas un sistema, tipo CRM para poder mantener actualizada las etapas del ciclo de cada lead y saber cómo actuar con ellos en cada fase de su proceso de compra. Los leads que tengas en tu base de datos pueden acumular puntuaciones (tanto positivas como negativas) según su comportamiento; una vez que se vuelvan leads calificados puedes remitirlos recién con el equipo de ventas. El sistema CRM que integres te ayudará a crear un mapa para que identifiques cuál es el mejor momento para este paso, en base a tus propias métricas.
Finalmente, mientras más información tengas de tus leads más fácil será calificarlos. Pero ¿qué tipo de información es más útil? Pues aquella que te permita identificar qué tipo de cliente es, cuáles son sus necesidades, cuál es su proceso para tomar decisiones o comprar, entre otros datos. Será una buena idea que hagas una lista de la información que necesitas obtener o de las preguntas que necesites realizar, para que puedas hacérselas llegar en el momento que sea más oportuno.
