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Sample Policy from Sales & Marketing Policies and Procedures Manual
Sales Section: Qualifying Leads
Document ID Title Print Date
SL1020 QUALIFYING LEADS mm/dd/yyyy Revision Prepared By Date Prepared 0.0 Preparer’s Name/Title mm/dd/yyyy Effective Date Reviewed By Date Reviewed mm/dd/yyyy Reviewer’s Name/Title mm/dd/yyyy Approved By Date Approved Final Approver’s Name/Title mm/dd/yyyy
Policy: In order to focus the efforts of the professional sales staff, the company shall determine which leads generated by advertising, marketing, and sales are prospective customers that should receive a sales call. Purpose: To outline the procedure for classifying sales leads and to identify leads ready for the attention of the professional sales staff. Scope: This procedure applies to all sales leads generated by marketing, advertising, and sales efforts. Responsibilities: Marketing shall regularly provide the Sales Administrators with all leads generated by inquiry forms. Marketing shall adjust marketing techniques according to leads and sales statistics provided by Sales Management. Sales Administrators shall gather information in order to qualify leads according to the prospect of potential sales, then attempt to set a sales call appointment for qualified leads. Sales Administrators shall also maintain a Leads Database, for information about all incoming leads, and a Prospects Database, for information on qualified leads. Sales Administrators shall complete the SL1020-3 – LEAD QUESTIONNAIRE and maintain the SL1020-2 – PROSPECT DATABASE Sales Management shall set the qualifying procedure, define the qualifying parameters, and supply the Sales Administrators with the proper training, forms, and tools necessary to qualify leads. Sales Management shall also monitor and adjust the qualifying procedures and its associated forms and records in order to maximize efficiency and meet lead, prospect, and sales targets. Professional Sales Staff shall provide information to the Sales Management on a daily or weekly basis on the sales status of qualified leads. Definitions: Lead: Any potential customer whose name and/or information was garnered through sales, marketing, or advertising techniques. Lead Inquiry Form: A brief questionnaire form (available through trade shows, web pages, and advertising tear cards for example), that has been completed and submitted by a potential customer. Qualified Lead or Prospect: A business, organization, or individual identified by the company as having: a current or impending need; the resources to purchase or lease the Company's product; and the authority to purchase/lease. Procedure: QUALIFYING LEADS PLAN 1.1 Sales Management shall communicate daily/weekly targets for the number of incoming leads and the number of qualified leads stated in the SL1010-1 – SALES MANAGEMENT PLAN to Sales Administrators. 1.2 Sales Management shall develop a process to assign a category to incoming leads according to the source of the lead and the information available about the lead. 1.3 Sales Management shall provide all the necessary forms and schedules required for qualifying leads. 1.4 Sales Management and Marketing Management shall develop a SL1020-2 – PROSPECT DATABASE. 1.5 The Sales Administrators shall process incoming leads according to the Qualifying Lead Procedure, determine status of lead quality according to defined categories, and take the appropriate action as determined by SL1020-1 – PROSPECT MANAGEMENT PLAN.
