How to Turn Interested Leads Into Paying Customers
- Jacob Acker
- Mar 7
- 3 min read
Most business owners understand they need more leads, but what they really need is better lead management.
The difference between Marketing Qualified Leads (MQLs) and Sales Qualified Leads (SQLs) isn't just a marketing term - it's the key to closing more deals and scaling efficiently.
The best way to understand this? Mapping MQLs and SQLs to the Customer Journey.
What is the Customer Buyer Journey?
The Customer Buyer Journey is an 8-stage process that moves someone from being unaware of your business to becoming a loyal customer. Here's a quick breakdown:
Awareness - They discover you exist.
Engagement - They interact with your content.
Subscribe - They give you their contact info.
Convert - They take a small step (like booking a call or request info).
Excite - They see the value in working with you.
Ascend - They become a paying customer (i.e. they buy you're core offer).
Advocate - They love your service and tell others.
Promote - They actively refer new leads to you.
Now, let's break down where MQLs and SQLs fit into this journey - and how to move them to the next stage.
Where MQLs and SQLs fit in the Customer Buyer Journey and how they turn leads into customers
MQLs = Awareness → Engagement → Subscribe → Convert
MQLs are still in the early and mid stages of the journey. They know who you are, but they aren't ready to buy yet.
Examples of MQLs in the Journey:
Someone downloads a free guide from your website (Subscribe)
A prospect follows your business on LinkedIn and interacts with posts (Engage)
A lead signs up for a webinar but doesn't schedule a call (Convert)
How to Move an MQL to an SQL:
✓ Use email sequences and retargeting ads to nurture their interest.
✓ Share case studies, testimonials, and ROI-driven content.
✓ Make the next step crystal clear - book a call, request a demo, etc.
SQLs = Convert → Excite → Ascend
SQLs have moved past "just looking" and are now actively considering your offer. They are ready for a direct sales conversation.
Examples of SQLs in the Journey:
A prospect books a discovery call with your team (Convert).
They reply to a sales email asking specific pricing questions (Excite).
They request a custom proposal or quote (Ascend).
How to Turn Leads Into Customers (How to Move SQLs to Customers):
✓ Ensure fast follow-up - SQLs go cold fast if you don't act.
✓ Provide a clear, frictionless path to purchase (no confusing steps).
✓ Show urgency and value - why should they act now?
The #1 Mistake Business Owners Make: Treating Every Lead the Same
Many businesses send MQLs to sales too soon, leading to wasted time and missed deals. Others let SQLs slip through the cracks because they aren't flagged as ready to buy.
The fix? A system to move MQLs to SQLs efficiently.
This is where TRALE helps businesses. Instead of relying on hope, we create:
📈 Lead scoring systems to identify SQLs faster.
📈 Automation that nurtures MQLs until they're ready.
📈 A clear strategy so sales teams only talk to leads ready to buy.
Want to improve your lead conversion process and scale your business? We should talk.
