What is an actual valid return in the a lead marketplace?  Did you know that some Companies have a certain percentage or a number of leads that you are allowed to return?  We always talk about the lead gens, but what about the companies that are buying these leads?  Are they truly returning invalid leads or are they trying to return good valid leads?

Aside from a disconnected phone number or wrong number, what is a valid reason?  It will definitely depend on the lead type.  

If your buying leads on a CPL basis don’t expect every lead to close. So you come across these companies that when they don’t make a sale they want to return the lead for any whimsical reason.  We need to be fair.  If our not buying leads on a CPS basis then take it as a cost of doing business.  Protecting publishers that are spending revenue to generate leads is also an important factor.  Advertisers must be fair in what they return.  If the lead acknowledges submitting the request but they just don’t qualify for YOUR program.  That is still considered a valid lead.

Remember that some marketplaces have certain percentage or number of leads to return.  That’s not right. If a lead a bad its bad return it.  But if its good then make the sale and buy more.  

I know that the economic crunch right now affect part of our society, but for God’s sake lets be clear on how business should be done. 

Here are valid reasons for returns:

• Not a working number
• Wrong number
• Person did not fill out request
• Bogus contact information

That’s it! Ask yourself.  Are you here to cry about the leads or work the leads?  If you have leads that are interested, CLOSE THEM! A strong company doesn’t complain they ask for more! They are here to do serious business and they need our help to increase their ROI. So get back to work an close those leads!