QUALIFYING


Don’t Waste Your Time on Tire Kickers MICHAEL CARLIN


Marketing and sales teams face the ongoing challenge of closing sales in an increasingly competitive market, and often with fewer resources than in the past. As a result, it is essential for them to focus time and resources on leads that have intent to buy and not just interest. But the vast ocean of data available today can make it difficult to identify authentic buying signals.


What’s the difference between interest and intent? They are often confused, but they represent distinct stages of the buyer journey: • Interest reflects low-touch re-


36 | MAY/JUNE 2025 SELLING POWER © 2025 SELLING POWER


search, curiosity, and the desire to learn more about a product or service. It marks the initial explo- ration phase.


• Intent is the accumulation of


focused and extensive research within a short timeframe. It signi- fies not only heightened interest but also a clear plan to take ac- tion and the readiness to execute that plan.


As teams analyze leads, it can be


difficult to discern interest versus intent. A lead might engage in activity that superficially resembles intent when, in fact, they are still in the early stages of research. Understanding the difference is important, because mis- reading the intentions of a lead can bring several negative outcomes: • Wasted resources: The organiza- tion devotes time, budget, and information on a lead that may have the interest but not the intent to purchase.


ICONIC BESTIARY / SHUTTERSTOCK.COM


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