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Top 3 Reasons Why Lead Scoring is So Important for Success in Ad Sales

Top 3 Reasons Why Lead Scoring is So Important for Success in Ad Sales

By its nature, sales is built upon on a sense of urgency due to the need to address leads as quickly as possible. Time management, therefore, is key for ad sales reps combing through a high volume of incoming leads or a large account list in order to find those most qualified. Ad sales reps must accurately, yet quickly examine the leads that have expressed interest in and interacted with their company. The more leads that turn into prospects and then become revenue-generating clients, the better.    

Yet, there are certain challenges that ad sales reps encounter preventing easy sales. It’s especially frustrating to reps when they waste their time on a lead that has little to no potential of actually becoming a client. Lead scoring, which is the process of assigning a value to leads and ranking leads against others, helps to avoid that problem. That’s why taking the time to lead score when selling advertising or working with marketers is so important.

1. Make Sure You’re Not Wasting Your Time

We all understand how significant time management is in life and in sales. And, in sales, when time is wasted trying to close a lead that has little to no value, other opportunities with more potential are missed. Of course, ad sales reps don’t want that to happen. Without a system, figuring out in which order to reach out to contacts also takes up precious time.

Lead scoring helps solve these problems. It maximizes ad sales reps’ time. Lead scoring is also the best way to uncover the leads that will be the easiest to reach and who have the highest potential of becoming clients.

The system of ranking contacts assures that ad sales reps will speak to more qualified leads first, close more deals, and generate more revenue earlier and in a shorter amount of time. The system also eliminates wasted time between calls because the ad sales rep can’t decide who to contact next. 

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2. Communicate Effectively with Your Lead

Research is a critical and unavoidable step in the sales process. If ad sales reps want to communicate effectively with a lead, they must first research the lead’s company and its failures and successes, the company’s past and current clients, their competitor’s clients, as well as industry trends and news as a whole. Building a lead scoring model will help ad sales reps achieve their pre-sales goal of filling their pipeline with leads that warrant the most attention and have the highest value. Ad sales reps can then start crafting relevant and targeted pitches, beginning with their most valuable leads, which will have contacts calling them back in no time.

3. Ensure All of Your Accounts are Qualified Sales Opportunities

A lead is scored based on their characteristics, like their personal and company demographics, as well as their actions, such as their internet and email behavior. A lead that is a good fit demographically and is engaged with the company will be given a higher score. Going further and categorizing leads into temperatures of “hot,” “warm,” and “cold” will help ad sales reps create more manageable call lists.

Reps should prioritize the “hot” leads or the leads that have been given a score between 76 and 100. They can then call the “warm” leads, which range between the numbers, 26 and 50, and then move onto the least valuable, “cold” leads that rank from 0 to 25. Ad sales reps can decide to refrain from contacting these “cold” leads altogether if they feel that the leads are hopeless, saving them even more time. Lead scoring helps ad sales reps consistently pitch to qualified, valuable prospects, or contacts that have a high potential of being turned into a revenue-generating client. If you haven’t already implemented a system of lead scoring, you should as soon as possible.

If you want to learn even more about lead scoring, download MediaRadar’s Guide to Lead Scoring (For Ad Sales Reps Who Want to Close More Deals).”