The problem with MQL’s is that all too often

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So what does inertia sound like? Salespeople are all too familiar with customer refrains like “that’s not a priority for us now,” or “I don’t think we have the money for that,” or “what we’re doing now isn’t perfect, but it’s working for now;” all manifestations of the inertia with which businesses operate. “Software? Technology? Process change? Don’t need ‘em! We can more or less get by on what we’re doing.” But there are signs of hope! Every now and then, our sales and marketing efforts are compelling enough to break through the armor and minimally disrupt the inertia of our target customer.




The ever-growing and sophisticated online marketplace of social advertising, retargeting, and multi-screen engagement provides ample opportunity for potential buyers to raise their virtual hand. If one of your audience members visited your website, downloaded a white paper, or clicked on your Facebook ad, chances are they were injected into the top of your sales funnel as a Marketing Qualified Lead (or MQL — a lead which is more likely to become a customer compared to other leads). MQL’s can be defined on the basis of key demographics, online behaviors, or other related activities. In general, a lead must meet a minimum threshold for one or many of these criteria in order to be considered bona fide.



Consider the journey of a buyer for your products as austria telegram data being analogous to the mercury rising in a thermometer. The zero mark would represent a buyer with no level of interest. Ten would describe a raving advocate, and eight would be the level of interest required for the buyer to make a purchase. Now suppose that buyer gets injected into your sales funnel as an MQL with an interest level of two. That means your sales and marketing efforts need to ratchet that buyer up six levels of interest in order to convert them into a customer.


Certainly not impossible, but that large inertial gap may result in a longer sales cycle and high-calorie conversion exercise. But what if you were able to inject that buyer into the funnel as a six? The smaller internal gap would provide a much more favorable starting point and gateway to higher conversion rates. So how can higher levels of engagement be achieved?

In the spirit of fighting science with science, some of the best sales and marketing organizations in the world use tactics rooted in basic psychology and human behavior to overcome buyer inertia and generate higher levels of lead interest.