Qualify Prospects Using Direct Mail Marketing

When a prospect responds to your lead generation sales letter, how do you know if the prospect is a qualified lead or not? By qualifying them before they respond.

At my direct mail lead generation firm, our definition of a qualified lead is someone who meets four criteria:

Authority: They have the authority to buy
Readiness: They are ready to buy now
Budget: They have the budget to buy
Need: They need your product or service

Anyone who meets some of these criteria but not all is simply a lead that needs to be cultivated. This process is called lead development, lead nurturing and lead cultivation.

One way to discover if your prospect meets these criteria is to ask some qualifying questions on your business reply card or website landing page. That way, you know how much time, energy and money to spend on each inquiry.

Here are five questions that you can ask in your sales letter