> Lead Enhancement

Enhancement is the collection of additional pertinent data.

The value of lead enhancement is directly related to what additional pertinent data is collected. The most valuable enhancements add depth and breadth to the available pre-sales information.

Depth of information increases the chances of closing while breadth of information increases the chances of selling additional products and services to the same prospect.

Lead enhancement requires building an in-depth knowledge of "suspects" and a process of uncovering additional contacts within the organization who have needs for various products and services.

Lead enhancement is also what happens to all those prospects your marketing efforts uncover, who have need and desire, but who do not yet have a budget. Although you know what you should do with these prospects, the reality is that it usually doesn't get done because sales professionals prioritize prospects with a more immediate potential. By the time these longer term prospects are ready to buy, they have forgotten about your company.

A lead enhancement program stays in contact with these prospects and nurtures the lead into an opportunity as part of the process of adding depth and breadth.