Importance of Questions During Lead Generation Process

Posted by SMstudy® on February 29, 2016 | Corporate Sales (CS)

Keywords: Question, Lead Generation, Marketing, Sales

Questions are an effective tool for the Needs Assessment for Each Qualified Lead process. Asking questions is especially useful when the qualified lead does not have clearly stated needs.

Even in cases where requirements are documented, questions are an effective approach to gain a better understanding of the need or needs driving those requirements. Questions are also helpful in conveying a better understanding of the lead’s industry. Answers to the questions during this phase serve as inputs for designing, creating, or customizing a solution.

The questions asked during the Needs Assessment for Each Qualified Lead process are generally classified into two types:

Closed Questions - Closed questions can be answered with either a simple “yes” or “no,” or the answer may lie in a single word or phrase. Typical examples of closed questions include the following:

  • Is your annual revenue above $5 million?
  • Does your company use an ERP system?

Open Questions - Open questions require longer answers and cannot be answered with a “yes” or “no.” Typical examples of open questions include the following:

  • What can you tell me about your current business environment?
  • What can you tell me about your manufacturing process?

Needs assessment uses a combination of closed and open questions.

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