What should I do when I receive a lead?
Quick answer
Contact the lead quickly, remind them they requested information, ask what caught their interest, and focus on conversation, not a pitch.
Four steps. First, contact them fast, while their interest is still warm. Second, introduce yourself and remind them they requested information, that one line melts most of the awkwardness. Third, ask what caught their interest. Then stop talking and listen. Fourth, keep it a conversation, not a pitch. Your first job is not to sell. It is to find out why they raised their hand. Do that well and the selling part gets a whole lot easier later.
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