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Glossario Apparound

This section contains a collection of terms related to the digitization of sales processes, the latest innovations in technology and marketing, each accompanied by an explanation of the meaning or other observations.

Sales Qualified Lead (SQL): what is it?

A Sales Qualified Lead (SQL) is a potential customer who has been identified as ready and willing to make a purchase of your products or services: it is thus someone who has already engaged with the brand, by filling out a form on the website or participating in another initiative and has shown enough signs of interest to suggest they are more likely to convert into a paying customer.

The concept of SQL is very different from Marketing Qualified Lead (MQL), which is instead a person who has expressed initial interest but may not yet be ready to buy. MQLs require further nurturing activity before they can be considered ready for sales.

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The importance of Sales Qualified Lead (SQL)

Sales Qualified Leads (SQLs) are crucial contacts for any company looking to grow and expand in its target market, considering that these are leads that have already been examined by the marketing team and have shown a certain level of interest in the company's product or service. It is, therefore, much more likely that they will convert into actual paying customers.

By focusing on SQLs, the sales team can dedicate more time to closing deals, rather than trying to generate new leads from scratch, thus using their time and resources more efficiently and contributing to increasing overall revenue.

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The process of qualifying SQLs

Sales Qualified Lead

Not all leads are equal. To maximize sales efforts and increase revenue, it is important to identify which leads are more likely to convert into paying customers.

The lead qualification process aims to do just that: evaluate each lead based on certain criteria indicating their level of interest in your product or service. These criteria may include factors such as budget, purchase timing, and decision-making authority within the organization.

An effective method for qualifying sales leads is the so-called discovery call: a phone conversation with a potential customer useful for asking targeted questions to determine their needs and whether your solution is suitable for them. Another widely used approach is the use of the MEDDIC qualification process (Metrics, Economic Buyer, Decision Criteria, Decision Process, Identify Pain Points & Champion), whose stages allow evaluating how suitable a lead is for your product/service with a good level of efficiency.

Implementing an effective system for qualifying sales leads into your overall sales strategy, you will be better equipped to prioritize time spent on the most promising opportunities.


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How to increase the number of Sales Qualified Lead (SQL)

There are a lot of ways to increase qualified leads for sales for your company. One of these is to optimize your website for lead generation: you can create landing pages with clear call-to-action, offer valuable content in exchange for contact information, and ensure that your site is easy to navigate.

Social media platforms are also excellent tools for lead generation. By engaging potential customers on social media, you can build trust with them and direct them towards your products or services.

Furthermore, networking events and industry conferences are great opportunities to directly connect with potential customers, as well as cultivate relationships with current customers in order to lead to good references that can increase SQLs.

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A Sales Qualified Lead (SQL) is a potential customer who has shown significant interest in a company's products or services and is ready to be contacted by the sales team. Unlike a Marketing Qualified Lead (MQL), an SQL is a lead that has already been identified as ready to purchase.

An SQL is identified as such when the lead reaches a certain stage of the sales funnel, showing clear interest in a product or service, and a clear intention to purchase. Among various criteria, consider requests for a product demo, specific price details, or positive responses to follow-up calls from the sales team.

The main difference between an SQL and an MQL lies in the level of interest and intention to purchase of the lead. An MQL is a lead that has shown interest in a company's products or services but may not yet be ready to purchase. In contrast, an SQL is a lead that has demonstrated a high likelihood of making a purchase in the near future.

SQLs are crucial for a company because they signal leads that are more likely to become paying customers. They allow the sales team to focus their efforts on leads that are more likely to convert, thus increasing efficiency and potentially improving the company's conversion rate.

Converting an SQL into a customer requires an effective follow-up strategy that can address the lead's questions and concerns, demonstrate the value of the product or service, and ultimately guide the contact towards the final stages of the purchasing process.