Every sales journey begins with leads, and the popular opinion is that you can close more deals by acquiring more leads. However, not every lead is the same, and as someone who is handling sales directly or indirectly, you can’t agree.
There are various types of leads, and the way you handle each of them affects the conversion rate. Classifying leads is a way of making the most of every kind of lead’s benefits.
Before knowing what the types of leads are, let’s understand the meaning of a sales lead, shall we?
Let’s begin with what a lead is. A lead is an individual from whom you have collected a few contact details but have not bought your product or service.
A lead also refers to an individual at the top of the sales funnel or one on the final stage of the journey and willing to purchase. Understanding the difference between the two is essential. You have to handle the one almost ready to make a purchase differently from someone who doesn’t even know that your product or service exists. It simply means that not all leads are the same.
Cold leads are individuals or organizations who have very little or no interest in your brand. Chances of them not being aware of your brand are also there. You must have found their contact details online or made a first-level contact with them, and these individuals don’t know about you and what your exact offerings are.
You have to nurture cold leads carefully, and it will be a time-consuming task for you to close a deal with them.
A warm lead is an individual or organization that has a pre-existing interest in your products or services. You can see their interest in you when they follow your social media handles, subscribe to your newsletter, fill up contact forms, and so on. Warm leads are those who wish to know more about what you have to offer, and they are more likely to turn into paying customers. However, you have to nurture warm leads as well to close deals.
A hot lead is an individual who matches your ICP or ideal client profile and is highly interested in purchasing your product or service. These leads are also known as qualified leads, and they are the best category of leads as the chances of them patronizing your brand are higher.
Are you getting an idea about the difference between leads? For example, you run a car showroom, and a person visits your showroom and gives his contact details. Calling him would be more fruitful as he is more likely to purchase a car from you than getting in touch with a person from the phone book. That is one reason why it is better to pay more attention to leads who have shown interest in your product or service.
You can see cold, warm, and hot lead in different stages of the sales cycle. Let’s take a closer look at them.
Cold leads: You will find cold leads in the initial stages of the sales cycle. These are the leads who don’t respond to your emails and reject your calls. They do not show any interest in you and your efforts in reaching out to them. Even after nurturing these leads, the number of them turning into warm leads are pretty few.
Warm leads: These leads engage with your company and marketing channels periodically. They read your blog posts, follow your company on social media, share their details, and subscribe to email newsletters. You can nurture them by learning about their needs, what issues they face and how your product or service can solve them.
Hot leads: Hot leads are the qualified leads ready to make a purchase. These are the leads you will have in the final stage of the sales process, i.e. closing.
To give your business a boost, you have to chalk out different strategies to generate different leads,
1) With the help of lead generation outsourcing firms – Using lead generation outsourcing firms is one of the oldest yet most effective methods of getting leads. You can get a list of contacts that are related to your business and product or service. It is an excellent way of starting the outreach process.
2) Using lead generation automation tools – Many lead generation tools can fetch you relevant leads in an instant. They search based on specific parameters such as the industry, team size, location, and so on. Switching to automation is a good idea as you need not depend on anyone for lead generation.
3) Using LinkedIn and websites – The LinkedIn Sales Navigator search is a great tool to find relevant leads to your business. Apart from LinkedIn, there are industry-specific websites that provide you with relevant leads.
1) Hiring email prospecting service – It is a good idea to hire the services of a firm that generates warm leads for you. You only have to specify the type of prospect you are interested in, and the firm will give you warm leads that fit your needs, i.e. incline your brand.
2) Using Google/Facebook ads and opt-ins on websites – You can use opt-ins on your website or capture leads using ads on Facebook, Google, or LinkedIn. Qualifying leads before you speak to them is a great idea. Also, several lead generation firms can help target your ads accurately.
3) Writing blogs – You can create content for your website, LinkedIn groups, and other famous websites. Keep your blogs relevant to the target market, and people will engage with your content.
1) Hiring a sales development representative – You can generate hot leads by hiring a sales development representative or outsource the task to a firm that can handle it well. It will be their job to email leads, call them and qualify them before fixing up the final meeting with you. Ensure that you entrust the job to a company with the experience and expertise to do the task. Certain firms will even carry out the task of closing the deal on your behalf.
2) Running email marketing campaigns – You can automate lead generation if you get many visitors to your website or newsletter. Creating surveys and drip campaigns can help you meet only clients interested in buying your product or service and match your ideal client profile.
You have to make a plan on how to identify and market to different leads. Here is a closer look at how you can do it,
You get in touch with cold leads through cold email outreach or cold calling. As already mentioned earlier, they have no idea about your product or service. It is important, especially for salespeople and marketers to know the difference between cold email and email marketing and understand which one suits their business needs better.
You can make the initial contact using email, text, or phone calls. Cold calls target a part of the audience with a problem that your product or service can resolve. It helps let leads know that you know about their pain, which would attract them towards you. You have to get the attention of the prospect by making phone calls and emailing.
1. Send them tailor-made emails – Use emails to get in touch with cold leads and nurture them. You have to show them that your product or service can help in resolving the issues they face. However, you have to give time to the prospect to open up. Don’t start pitching your solution right away.
2. Offer value – You can grab the lead’s interest by adopting a value-based selling approach. This can be done by offering something in return, such as a free trial, free consultation, an attractive discount, or a free e-book. It would be best if you tried to mention it in the email subject line so that the leads open the email.
3. Get in touch with leads on social media – You can request leads to follow you on social media. It is a great idea to share news and tidbits of information regarding your company.
Identifying warm leads is simple. As you already know, they are the ones that engage with your business in one way or another. They are interested in you, but they require some nurturing before turning into paying customers.
Here’s what you can do to market to warm leads,
1. Provide them with customized content based on their needs – Warm leads share their contact details with you. Put them to good use and send warm emails and articles that help solve the leads’ problems. Sending gifts and special discounts on their special day also counts.
2. Interact on social media – Build a relationship with warm leads on social media by liking and sharing their posts. Creating a network of your warm leads on social media and building a whole community is a good idea.
3. Meet them in person – Apart from interacting online; it would be better to plan coffee meetings or lunches to solidify relationships further. This would help in shortening the sales cycle.
You would want hot leads in your pipeline always, don’t you? That is because they are willing to buy your product or service immediately if you are nice to them. The probability of a hot lead converting into a customer is very high.
Despite the high likelihood of closing the deal, you have to use specific marketing strategies,
1. Keep them in the know – When you add new features to a product or service, it’s better to let the hot leads know about it so that they make an immediate purchase from you.
2. Promote your product or service– As hot leads know about you, you can emphasize your brand in the marketing content you create. They are likely to share it in their circle.
3. Be nice to them – When you treat hot leads as special individuals, they will turn into loyal customers. Even after that, it is better to give them special discounts and offers. In short, keep a special relationship with hot leads.
Even though the conversion rate of cold leads is low, here are a few benefits of targeting them,
a. They are easy to acquire as getting lists of cold leads from B2B lead generation firms is not challenging.
b. Outsourcing the lead generation task can help you focus on sales activities that contribute to your company’s success.
c. Cold leads are easy to target as you don’t have to look at prospect history to reach out to them. You only need to send an email or make a phone call in the initial step.
Here are the benefits of targeting warm leads,
a. They have higher conversion rates than cold leads due to their prior interest in your product or service.
b. It is easy to begin a dialogue with them and push them ahead in the sales funnel.
c. You can get in touch with them to understand their unique needs and pitch your product or service.
The main benefit of targeting hot leads is that they are the leads that have the highest conversion rates. They may not be as many as cold and warm leads, but they have the highest chance of closing a sale. That is ultimately what you want as a salesperson.
Here’s a table with the main differences between cold, hot, and warm leads.
|Cold lead||Hot lead||Warm lead|
|Doesn’t have an interest in your product or service.|
(Is a person who has no clue about what you are offering)
|Have a deep interest in your product or service, is searching for solutions|
(Is a person who is ready to talk to you about making the purchase)
|Displayed interest in your product or service by signing up for newsletters, providing contact details, etc. (is a person who is ready to know more about the product or service you are offering)|
|They can be generated with the help of lead generation firms, Websites, and lead generation tools.||You can generate them using sales development representatives and email marketing campaigns.||You can generate them using email prospecting service, Google/Facebook ads, and opt-ins on websites and creating blog content.|
|Doesn’t show any interest in your company’s efforts in reaching out to them.||Is ready to engage immediately with your company||Do engage in between. You can draw their attention|
|Doesn’t identify their need||Has identified a specific need||Has not identified needs so far|
|Very few chances of closing the deal||Very high chances of closing the deal||Can result in a sale|
|Cannot call them qualified leads||These are qualified leads||Need nurturing to become qualified leads|
|Requires more time and nurturing||No need for nurturing. Just proper handling till the closure of the sale.||Requires moderate amounts of nurturing|
Hopefully, the difference between cold and hot leads and the difference between cold and warm leads is clear.
When warm or hot leads go cold, there are certain things that you can do to revive them, and they are the following,
Try to group the leads that have turned cold and email them asking for the reason for their loss of interest. Use subject lines that rekindle their interest in your product service.
You can revive the leads that have gone cold by sending them emails about new launches, fresh pricing, and new features. Try to create a sense of excitement so that the cold leads turn warm again. Put your creative foot forward.
Instead of calling and emailing, it is better to search for other channels to engage leads. The point is that you should not annoy the lead in any manner. Bringing an element of freshness in the way you reach out to them looks refreshing.
Here are a few tactics that prevent warm leads from going cold,
You have to please your lead and be in touch with them. Doing so will ensure that your leads don’t search for solutions that your rivals offer. Keep your approach positive and friendly while showing that you understand the challenges the leads face.
It is better to send the optimum amount of follow-ups to the lead. Not too many and not too few. Also, the purpose of sending emails is essential. It can be new offers, launches, features, company updates, and congratulatory messages for achievements and wishes for special days.
Send emails on suitable days of the week, i.e. when the leads are likely to read them. Similarly, you should call people when they are most likely to be free to speak to you.
Use automation tools to come up with catchy email subject lines and see an increase in open rates. An outreach tool will be of immense help to you as a salesperson. It will reduce your manual work to a great extent.
Leads are not the same every time, and handling each lead differently is the mantra to success. There are cold, warm, and hot leads, and you have to nurture them differently to get desired results. Methods of lead generation and marketing strategies for each type of lead are different for each category of leads. Another essential point to note is that you should try your best in keeping warm and hot leads from turning cold.