Lead Generator: Making Lists Effective

Got a prospect list a mile long? That's great, unless 80 percent of them are duds. Mike Schultz, principal at Wellesley Hills Group, a management and marketing consultancy in Framingham, Mass., offers tips on making tired lists more effective:

Consider Contacts

For starters, Schultz says, you should ask yourself if a prospect is even likely to buy right now and if you have the right contacts to get to a decision maker. If not, move on.

Boot the Blow-Offs

Got a contact that's kept you on a string for nine months or hasn't returned your calls after you've left messages three times? Kick them to the curb, Schultz says.

Focus on Margins

Focus on the top 25 percent of prospects who are likely to deliver the highest margins for your company—even if it's a smaller firm.