make purchasing as easy as possible I receive emails weekly, if not more often, from shysters offering lead generation services. I also talk to clients who have very high enquiry rates, thanks to their high advertising budgets, but a low proportion of qualified enquiries. This is the fifth of 10 THOUGHTS addressing strategies for maximising qualified enquiries […]

make purchasing as easy as possible I receive emails weekly, if not more often, from shysters offering lead generation services. I also talk to clients who have very high enquiry rates, thanks to their high advertising budgets, but a low proportion of qualified enquiries. This is the fifth of 10 THOUGHTS addressing strategies for maximising qualified enquiries and genuine prospects. I would define a qualified enquiry or genuine prospect as one where there is a better than 50% likelihood of conversion. I recognise that there is usually a sales-funnel and acknowledge the importance of minimising time wasted on unqualified enquiries in that funnel. Research reported in the Harvard Business Review found that suppliers that make buying easy are 62% more likely to win a high-quality sale. This was found to be particularly relevant to high margin goods and services. This is just one of many studies suggesting that making the purchase process…