Qualifying sales leads: The tight and loose approaches

Salespeople and outside observers generally prefer sales leads from prospects who are receptive and have overt desire and preference for the seller's products. An analysis of the lead generation and processing program of a marketer to both business and household consumers yields some surprising...

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Bibliographic Details
Published in:Industrial marketing management 1988-08, Vol.17 (3), p.189-196
Main Author: Jolson, Marvin A.
Format: Article
Language:English
Subjects:
Effectiveness
Efficiency
Measures
Qualifying
Sales prospecting
Salespeople
Sources
Techniques
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Summary:Salespeople and outside observers generally prefer sales leads from prospects who are receptive and have overt desire and preference for the seller's products. An analysis of the lead generation and processing program of a marketer to both business and household consumers yields some surprising conclusions related to the effectiveness and efficiency of highly qualified (tight) in comparison with less qualified (loose) leads.
ISSN:0019-8501
1873-2062
DOI:10.1016/0019-8501(88)90002-8