Your sales team likes nothing better than getting leads with a high probability of closing soon. So much so that many reps often ignore every lead they don’t consider hot.
Long-term leads often prove to be more valuable than those slated for a short-term decision. It may seem counter intuitive, but there are three key reasons why B2B companies need to pay more—not less—attention to opportunities not yet ready to close:
1. In many cases hot opportunities are already baked.
Often hot leads are really buying companies that have already been sold by another vendor. They’ve indicated they have a short buying cycle and they’re eager to talk, but what these buyers may be doing is validating a decision already made. They’re looking to you for what is frequently called column fodder, or price comparison after-the-fact, to justify the purchase of a competitive offering.