One of the best known lines from the movie Forrest Gump is delivered by Forrest as he waits for a bus. “My momma always said life was like a box of chocolates,” he remarked. “You never know what you’re gonna get.” In a sense, real-time leads are much like that box of chocolates. They’re sweet and delicious and each one has the potential to bring a smile to your face.
Like that box of chocolates, though, real-time leads are not perfect. Before you spend your money and energy pursuing them, think about whether you are prepared to handle the drawbacks.
Real-Time Leads Are Expensive
If you’ve bought a box of gourmet chocolates recently, you know just how much they cost. Real-time leads, too, can be very expensive. This is especially true if the leads are exclusive, that is, if they are sold only to your company. You may find yourself paying $10.00, $20.00 or even more for a single lead. That’s quite an investment for something that might not pay off.
Real-Time Leads Are Not Always What You’re Looking For
At some point, almost every person has bitten into a delicious-looking piece of chocolate candy only to find that the filling is one of his or her least favorite flavors in the world. Just like that candy, not every real-time lead is as good as it initially appears. After talking to the lead, for instance, you may find that he or she doesn’t qualify for your services, or that you can’t come to terms on payment, or that he or she is just shopping around and isn’t ready to buy at all.
Never knowing what you’re going to get means taking the bad along with the good – but taking the “bad” chocolates can be a bitter bite to swallow when you think about how much you’re paid for them.
Real-Time Leads May Go to Waste
Have you ever purchased or received a box of chocolates that you simply couldn’t finish? Maybe each and every one of them was delicious, but you just couldn’t eat your way through them before they started to go stale. Again, the same thing happens with real-time leads. As many as 50% of these leads don’t receive a timely call. Again, you’ve wasted your money paying for something that basically ends up being thrown away.
Before you arrange to purchase your next batch of real-time leads, take a moment and think about the philosophy of Forrest Gump. Is that “box of chocolates” really worth the money?