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What are the best ways to identify and qualify leads in alliance sales?

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Alliance sales is a type of sales strategy that involves collaborating with other businesses or organizations that share a common goal or customer base. By forming alliances, you can leverage the strengths, resources, and networks of your partners to generate more leads and sales opportunities. However, not every lead that comes from an alliance is a good fit for your solution or ready to buy. You need to identify and qualify leads in alliance sales to ensure that you focus your time and energy on the most promising prospects. Here are some of the best ways to do that.

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Moshe Goldstein

On-Demand Pay Built For Healthcare | Increase Employee Retention and Productivity. Staff shifts 2X faster

1 Define your ideal customer profile

Before you start looking for leads, you need to have a clear picture of who your ideal customer is. An ideal customer profile (ICP) is a description of the characteristics, needs, and goals of the type of buyer that is most likely to benefit from your solution and become a loyal customer. Your ICP should include demographic, firmographic, behavioral, and psychographic criteria that help you segment and target your market. You can use your ICP to filter and prioritize leads that come from your alliance partners and align your messaging and value proposition with their pain points and aspirations.

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Moshe Goldstein

On-Demand Pay Built For Healthcare | Increase Employee Retention and Productivity. Staff shifts 2X faster
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Partnership Alignment: Identify leads who align with your alliance partner's target market and goals. Focus on prospects that both parties can serve effectively. Mutual Benefits: Qualify leads by ensuring they see clear value in the alliance partnership. Look for prospects who are interested in the combined offerings of both companies. Engagement Level: Measure lead engagement with your joint marketing efforts and content. Leads who actively respond to collaborative campaigns are more likely to be interested in the alliance's solutions.

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Alex Morris

Managing Director | Your Sales Director | Sales Leader
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Behavioural and personality aspects of the customer profile are often neglected, however these aspects are essential in creating engagement at early stages of the sales process.

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2 Use a lead scoring system

A lead scoring system is a method of assigning numerical values to leads based on their level of interest, engagement, and fit with your solution. The higher the score, the more qualified the lead is. You can use a lead scoring system to rank and categorize leads that come from your alliance partners and determine the best course of action for each lead. For example, you can use a lead scoring system to decide which leads to contact first, which leads to nurture with more content or offers, and which leads to discard or refer back to your partners. A lead scoring system can help you optimize your sales process and increase your conversion rate.

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3 Ask qualifying questions

Another way to identify and qualify leads in alliance sales is to ask them qualifying questions that help you assess their situation, challenges, goals, budget, authority, and timeline. Qualifying questions are open-ended questions that encourage leads to share more information about their needs, preferences, and expectations. You can use qualifying questions to uncover the pain points and motivations of your leads, as well as their readiness and ability to buy. You can also use qualifying questions to build rapport and trust with your leads, as well as to demonstrate your expertise and value. Qualifying questions can help you move leads further along the sales funnel and close more deals.

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Alex Morris

Managing Director | Your Sales Director | Sales Leader
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It is vital that qualifying questions are reviewed regularly, to ensure they are as effective as possible. Qualifying criteria and common issues do change over time, so reviewing lead quality with the specific aim of continuously improving qualifying questions for for future leads is a highly effective method in seeking constant improvement.

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4 Use a qualification framework

A qualification framework is a set of criteria or standards that help you evaluate the quality and potential of your leads. A qualification framework can help you structure your qualifying questions and guide your conversations with your leads. There are different types of qualification frameworks that you can use, such as BANT (budget, authority, need, timing), CHAMP (challenges, authority, money, prioritization), or MEDDIC (metrics, economic buyer, decision criteria, decision process, identify pain, champion). A qualification framework can help you identify and qualify leads in alliance sales by providing you with a consistent and objective way of measuring their fit and interest.

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5 Leverage your partners' insights

One of the benefits of alliance sales is that you can access the insights and feedback of your partners who have direct or indirect contact with your leads. Your partners can provide you with valuable information about your leads, such as their behavior, preferences, objections, concerns, or questions. You can use your partners' insights to identify and qualify leads in alliance sales by validating your assumptions, addressing your gaps, and enhancing your value proposition. You can also use your partners' insights to tailor your communication and offer to your leads, as well as to leverage your partners' credibility and influence.

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6 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?

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Alex Morris

Managing Director | Your Sales Director | Sales Leader
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Wherever possible, implementing standardised and ideally automated processes is recommended. Ongoing training and management are critical to ensure these processes are followed, particularly as a company enters a period of change.

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What are the best ways to identify and qualify leads in alliance sales?

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3

4

5

6

1 Define your ideal customer profile

2 Use a lead scoring system

3 Ask qualifying questions

4 Use a qualification framework

5 Leverage your partners' insights

6 Here’s what else to consider

Sales

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What are the best ways to identify and qualify leads in alliance sales?

1

2

3

4

5

6

1 Define your ideal customer profile

2 Use a lead scoring system

3 Ask qualifying questions

4 Use a qualification framework

5 Leverage your partners' insights

6 Here’s what else to consider

Sales

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