How can you train new sales hires to prioritize leads?

1 Define your ideal customer profile

Before you can prioritize leads, you need to know who your ideal customers are. An ideal customer profile (ICP) is a description of the type of company or person that is most likely to buy your product or service, based on factors such as industry, size, location, budget, pain points, and goals. Creating an ICP helps you narrow down your target market and align your sales and marketing efforts. You can use tools like CRM software, surveys, interviews, and analytics to collect and analyze data about your existing and potential customers, and create a clear and realistic ICP. You should train your new sales hires to use the ICP as a guideline to qualify and prioritize leads, and to avoid chasing leads that do not fit your criteria.

2 Use a lead scoring system

A lead scoring system is a way of assigning numerical values to leads based on their characteristics and behaviors, such as their demographic information, their level of interest, their engagement with your content, and their readiness to buy. A lead scoring system helps you rank and prioritize leads according to their potential value and likelihood of conversion, and to segment them into different categories, such as hot, warm, or cold. You can use tools like marketing automation software, lead generation software, or CRM software to automate and customize your lead scoring system, and to track and update the scores of your leads over time. You should train your new sales hires to use the lead scoring system to identify and follow up with the most qualified and interested leads, and to nurture and educate the less ready leads until they move up the scoring scale.

3 Apply the BANT framework

The BANT framework is a simple and effective method of qualifying leads based on four criteria: Budget, Authority, Need, and Timing. Budget refers to whether the lead has the financial resources to afford your product or service. Authority refers to whether the lead has the decision-making power or influence to buy your product or service. Need refers to whether the lead has a problem or pain point that your product or service can solve. Timing refers to whether the lead is ready to buy your product or service now or in the near future. You can use the BANT framework to ask relevant and probing questions to your leads, and to determine their level of qualification and priority. You should train your new sales hires to use the BANT framework to qualify and prioritize leads based on their budget, authority, need, and timing, and to tailor their sales pitch and offer accordingly.

4 Review and refine your lead prioritization process

Finally, you should review and refine your lead prioritization process regularly, and adjust it according to the feedback and results you get from your new sales hires. You should monitor and measure the performance and outcomes of your lead prioritization process, such as the number and quality of leads generated, the conversion rate, the sales cycle length, the customer lifetime value, and the customer satisfaction. You should also solicit and listen to the input and suggestions of your new sales hires, and identify and address any challenges or gaps they face in prioritizing leads. You should train your new sales hires to review and refine their lead prioritization process, and to seek and provide feedback and support to improve their skills and results.

5 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?