Kevin Kiernan is an accomplished sales professional. In his current work for Wesco/CSC he has been a member of the Million Dollar GP Club three years running. In his previous position at Graybar, he was also a member of the President’s Club for three years. Kevin Kiernan has held positions as account executive and territory manager in a nearly two decades long career in the sales field.
For sales professionals it is critical to identify customers from the vast field of potential customers. These potential customers are called leads. Lead scoring is used in order to identify which leads have the best chance of becoming customers. The sales team can then focus their efforts on these high-scoring leads.
Leads scoring begins by identifying a customer persona. These are the traits, qualities, and behavior that make up an ideal customer. These characteristics can be identified in several ways. Insights from the sales team can be valuable because of their familiarity with the customer base, and their experience of what makes an ideal customer for the company’s products or services.
Once the qualities of the perfect or ideal customer have been identified, each trait is given a numerical rank or score. The more desirable the quality in terms of converting a lead to a customer, the higher the score.
This lead scoring system is then applied to the database of leads. For each lead the individual scores are added to come up with the lead score. At this point the score threshold must be decided. The score threshold is the number of points a lead must have in order for the lead to be considered a good fit for the company’s product or service offering.
The leads who equal or exceed the lead score threshold can then be the focus of sales and marketing activities. Because of lead scoring these sales and marketing campaigns will have a better chance of converting leads into customers, while at the same time ensuring that company resources and funds are being used efficiently.
