1) Responding on time
The best time to convert a lead into a sale is as soon as possible (assuming that a lead has been properly qualified). In more complex sales situations or when dealing with large organisations, sales cannot necessarily be closed in days, but quick response times (e.g 4-hours) to initial calls and subsequent followup enquiries create an excellent impression and are unlikely to be matched by competitors.
Prompt response is applicable not only for more complex products and transactions; it is also an influential strategy in convincing even smaller groups of traders to make purchases.
2) Regular, value-added communication
Keeping in touch with prospects on a regular basis with relevant, value-added information is critical. This may include newsletters, white papers, technical updates, audio interviews or video presentations, invitations to events and so on. The key is to stay on message with high-quality information that is offered as a service to prospects.
3) Strategic conversion process
Your methodology for converting prospects into clients is another key leverage point. The 80/20 principle tells us that certain steps in your conversion process will produce a far greater effect than others.
One client was who was selling six and seven figure software systems for an international software company in a past career made the very interesting discovery that ALL new clients had at some point attended a 2-hour evening workshop. Getting bums on seats in those seminars thus became the focus of lead generation activities, yielding exponential results.
What step or steps of your conversion process are responsible for most of your completed sales? What could you add to boost your conversion rates and speed up your sales cycle? What could you take out without any loss of results?
4) Various ways of contacting customers.
If leads are of sufficient value, experiment with varying your contact methods. Go beyond a monthly newsletter to include phone calls, hard mailings, webinars and face-to-face events.
Automatic responding and newsletter electronic sorting may seem beneficial but they are subject to some limitations as well. If you think that emails are successfully reaching the desks of the customers, consider the fact that competitors' emails are there too.
Take into account the important word - VALUE. DM communications that seem skillful are sometimes still lacking. Esteem your customers highly by giving them important attention and meaningful information that they might need regarding the business.
5) Utilise various VAK training skills.
All individuals gather information through their unique Visual-Auditory-Kinesthetic (VAK) facilities.
Most of us are visual - we learn things by visual perception.
Others are "auditory" - they learn best by hearing.
Others are "kinaesthetic" - they learn best by doing.
Modify your ways of communication to customers by using different learning styles appropriate for each of them to strengthen your efficiency of generating leads.
Make use of diagrams, charts, power points, and video streams for the visual types.
Consider audio programs, video streams with audios, and live presentations for auditory types.
Utilise interactive webinars, surveys and live workshops for kinesthetic types.
Before, I used printed handouts for my lead nurturing activities. During those times, I became productive with these old formats, but now I am using the modern ways of giving information to customers such as audio and video technology.
Where to start
Lead nurturing comprises the initial step for the whole procedure of sales and marketing. If you are thinking of ways on how to start nurturing leads efficiently, you may consider the following tips:
1) Do you have a functional CRM system that integrates your sales and marketing efforts?
If your system is lacking an essential CRM system, your nurturing procedures will not be effectively carried out by the sales and marketing team. Most of the industrial-strength CRM that suit the needs and sizes of any organisations are offered by established organisations such as Salesforce.com.
2) Have you instituted "closed loop tracking"?
Can you pursue the growth of your market from a prospective lead to the successful and productive sale extending to a long period of client satisfaction? The marketing growth depends on the size of the organisation; it may be easy to set up or may also be risky, but the importance it generates is remarkably profitable, forcing you to focus on the process regarding lead generation for additional increase in sales.
3) Are you giving your sales and marketing divisions a clear and understandable designation?
Unqualified leads frustrate salespeople and waste your time, money and energy. Defining exactly what a qualified lead looks like is a great first step toward knowing exactly whom you should be nurturing.
4) Have you acknowledged your powers in getting things done?
If you are aware of how you would get things done profitably, you can direct your powers and forces to focus more on the high-yielding activities.
5) Are you able to retain customers' contact information?
As an organised team, you should keep records of the important information and details pertaining to your customers, especially their email address, postal address, telephone numbers, and other contact details that may be useful in generating leads at this moment or in the near future. Some experts such as telemarketers can be of good help.
6) Are you equipped with a standard lead nurturing system?
Even if your sales nurturing system is one 6-monthly followup call, that's a starting point. Which one or two things could you do to add the most value to the customer experience?
Consider these proposals:
* Forward some printed or electronic sheets.
* Share a video stream of presentations from your CEO or other executive.
* Pass on an industry survey and let the customers know the results.
* Hold an event or seminar.
7) Do the salespeople pursue the policies?
Compliance with a documented followup system is just as important of having the system in the first place. Many CRM systems have "compliance" functions built-in, but ultimately having a system that works effectively is the surest way to get salespeople to stick to the system.
The best time to convert a lead into a sale is as soon as possible (assuming that a lead has been properly qualified). In more complex sales situations or when dealing with large organisations, sales cannot necessarily be closed in days, but quick response times (e.g 4-hours) to initial calls and subsequent followup enquiries create an excellent impression and are unlikely to be matched by competitors.
Prompt response is applicable not only for more complex products and transactions; it is also an influential strategy in convincing even smaller groups of traders to make purchases.
2) Regular, value-added communication
Keeping in touch with prospects on a regular basis with relevant, value-added information is critical. This may include newsletters, white papers, technical updates, audio interviews or video presentations, invitations to events and so on. The key is to stay on message with high-quality information that is offered as a service to prospects.
3) Strategic conversion process
Your methodology for converting prospects into clients is another key leverage point. The 80/20 principle tells us that certain steps in your conversion process will produce a far greater effect than others.
One client was who was selling six and seven figure software systems for an international software company in a past career made the very interesting discovery that ALL new clients had at some point attended a 2-hour evening workshop. Getting bums on seats in those seminars thus became the focus of lead generation activities, yielding exponential results.
What step or steps of your conversion process are responsible for most of your completed sales? What could you add to boost your conversion rates and speed up your sales cycle? What could you take out without any loss of results?
4) Various ways of contacting customers.
If leads are of sufficient value, experiment with varying your contact methods. Go beyond a monthly newsletter to include phone calls, hard mailings, webinars and face-to-face events.
Automatic responding and newsletter electronic sorting may seem beneficial but they are subject to some limitations as well. If you think that emails are successfully reaching the desks of the customers, consider the fact that competitors' emails are there too.
Take into account the important word - VALUE. DM communications that seem skillful are sometimes still lacking. Esteem your customers highly by giving them important attention and meaningful information that they might need regarding the business.
5) Utilise various VAK training skills.
All individuals gather information through their unique Visual-Auditory-Kinesthetic (VAK) facilities.
Most of us are visual - we learn things by visual perception.
Others are "auditory" - they learn best by hearing.
Others are "kinaesthetic" - they learn best by doing.
Modify your ways of communication to customers by using different learning styles appropriate for each of them to strengthen your efficiency of generating leads.
Make use of diagrams, charts, power points, and video streams for the visual types.
Consider audio programs, video streams with audios, and live presentations for auditory types.
Utilise interactive webinars, surveys and live workshops for kinesthetic types.
Before, I used printed handouts for my lead nurturing activities. During those times, I became productive with these old formats, but now I am using the modern ways of giving information to customers such as audio and video technology.
Where to start
Lead nurturing comprises the initial step for the whole procedure of sales and marketing. If you are thinking of ways on how to start nurturing leads efficiently, you may consider the following tips:
1) Do you have a functional CRM system that integrates your sales and marketing efforts?
If your system is lacking an essential CRM system, your nurturing procedures will not be effectively carried out by the sales and marketing team. Most of the industrial-strength CRM that suit the needs and sizes of any organisations are offered by established organisations such as Salesforce.com.
2) Have you instituted "closed loop tracking"?
Can you pursue the growth of your market from a prospective lead to the successful and productive sale extending to a long period of client satisfaction? The marketing growth depends on the size of the organisation; it may be easy to set up or may also be risky, but the importance it generates is remarkably profitable, forcing you to focus on the process regarding lead generation for additional increase in sales.
3) Are you giving your sales and marketing divisions a clear and understandable designation?
Unqualified leads frustrate salespeople and waste your time, money and energy. Defining exactly what a qualified lead looks like is a great first step toward knowing exactly whom you should be nurturing.
4) Have you acknowledged your powers in getting things done?
If you are aware of how you would get things done profitably, you can direct your powers and forces to focus more on the high-yielding activities.
5) Are you able to retain customers' contact information?
As an organised team, you should keep records of the important information and details pertaining to your customers, especially their email address, postal address, telephone numbers, and other contact details that may be useful in generating leads at this moment or in the near future. Some experts such as telemarketers can be of good help.
6) Are you equipped with a standard lead nurturing system?
Even if your sales nurturing system is one 6-monthly followup call, that's a starting point. Which one or two things could you do to add the most value to the customer experience?
Consider these proposals:
* Forward some printed or electronic sheets.
* Share a video stream of presentations from your CEO or other executive.
* Pass on an industry survey and let the customers know the results.
* Hold an event or seminar.
7) Do the salespeople pursue the policies?
Compliance with a documented followup system is just as important of having the system in the first place. Many CRM systems have "compliance" functions built-in, but ultimately having a system that works effectively is the surest way to get salespeople to stick to the system.
About the Author:
Author: David B. Ascot can assist your company's sales lead generation strategy and give you the edge you are seeking via your online lead generation.
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