Businesses that rely on “qualified leads” for growth, like our business at The Keene Group Inc., know not all leads are created equal. If you don’t know the difference, it’s likely to be costing you and your business a lot of money.
Leads are vital to any business but especially ours which is Final Expenses Insurance. We rely on leads to find quality agents. Once we find and hire them, we rely on leads to help them find, meet and talk with people who need our products. From end-to-end, high quality leads fuel our pipeline for valuable prospects, both B2B and B2C.
Let me tell you 4 factors we’ve learned tell a good lead from a bad one.
This is a not only a factor in selecting food, but a critical ingredient for leads. If a lead has been in the files for a long time or is being reissued again and again, it’s likely not valuable to anyone. Make sure if you are getting leads or a list from someone, they are new within the last 6 months.
Customers for any business exhibit a certain profile. It may be based on age, experience, work or previous product history but it’s important to know something about your customer base. You need to take those factors into consideration with your leads. If the resource you are using cannot guarantee specific demographics about leads, you should be thinking about another resource.
In many businesses, like ours, a sale does not occur on the first, second or even third try. The simple truth is people like to do business with people they know. With Final Expense Insurance, a meeting is still essential to securing a policy so we make sure the leads we give our agents are within driving distance and their geography.
It’s entirely possible that a number of companies in your industry have the same leads as you do. So, it’s important to know how proprietary or public the leads are. Think about it. If the person you are calling is being approached by multiple sellers, they are going to be of much less use to you, especially if they are angry that people like you are pestering them.
Once you have a good list of leads, you need to think about the materials you are sending and providing relevant content. At The Keene Group, we are different from other Final Expense Insurance Companies in that we offer “customized” direct marketing solutions to our agents based on the different life stage and demographics of their audience.