When a customer is interested in what you have to offer, it’s easier to close a sale. That’s why salespeople spend a lot of time and energy trying to find good leads.

Good leads can give a sales team better results for less work.  But how do you find the kind of leads that will translate to a solid sale?

Read: How to Make Sure My Sales Leads Are Genuine

Here’s a quick guide on how to recognize, and pitch, to a good lead:

  • Establish Authority –After several calls, you’re finally speaking to a company rep who is interested in your pitch. But are you speaking to someone who has the authority to make purchases? There is no need to do a hard sell on someone who can only pass you off to a higher authority. If you are about to make your best pitch, make it to the right person.
  • Motives and Motivations –When making a purchase, buyers tend to react more proactively when they believe the product is a need rather than a want. Make your product presentable, but also make it useful to the consumer. How will your product fit their professional lives? Why would they need your product as opposed to wanting it?
  • Sense and Sensibilities – Even if your buyer doesn’t need your product, they can still benefit from it. Can the product be available to multiple employees or workstations? Is your product an economic version of something your customer is currently using? Talk about the dollars and cents of your product, as well as its flexibility and features. These topics can speak to company decision makers.
  • Time is of the Essence – Is your consumer looking to buy next week, next month, or next year? Even if your consumer might not be able to purchase right now, the very act of reaching out shows that they will be ready to make a purchase when the time comes. Keep checking back with them, and make sure they can contact you when they’ve finally made a decision.

Read: How Fast Should You Respond to a Sales Lead?

The buying cycle can be hard to predict at moments, but one who learns how to recognize and then capitalize on the cycle will be successful in sales. The closer your target is to making a decision – as opposed to having a general interest in your product – the closer you are to closing. And you should always be closing.