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If this sounds familiar to you, here are 5
tips to help you convert more leads into sales:
1. Get Their Attention
2. Track Your Results
3. Follow Up
4. Focus On Solving Problems
5. Understand Your Competition
Now let's delve into what to do with these.
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ask for their name and email. The important point to remember is that you are
trying to help. If you ask for too much, they won't download your offer.
Once they download your information, you have a lead that you can
follow up with.
You can learn more about getting their attention on our article, What is
Inbound Marketing?
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easy to operate by feelings. If you are never aware of the “TRUE” results,
it’s easy to operate in “Fantasy Land.”
This can be disastrous to your business!
Upon hearing that our client closed at an 80% rate, our first reaction
was “Yeah Right!!” Having dealt with this type of optimism before, we knew
as we dug into the actual results we would probably find a lower closing ratio.
But, we never suspected that the gap between our client’s reality and the
actuality would be a whopping 68%.
Our first recommendation was to get our client on HubSpot’s all-in-one sales
and marketing platform and CRM system. By giving our client access to
sales and marketing metrics through HubSpot, we could show our client the
reality of their situation – a 12% closing ratio. As the leads increased, which
occurred quickly, it became obvious that there was a problem closing sales.
Armed with a true measurement of effectiveness, this allowed us to pinpoint
issues with their sales process, and ultimately help our client develop
new sales prospects AND capitalize on those opportunities.
Tip #3 - Follow Up
Common sense tells us that the quicker that a lead is contacted, the better
chance of turning that lead into a sale. Many companies do not have a well-
coordinated process to handle leads that come in from the internet.
Surveys show that in today's market, you may have to reach out an average
of 9 times before you get a response. In fact, we actually have a 15-step
process of following up on leads.
Another lead response survey performed by the Harvard Business Review
indicated that in general B2B leads receive extremely slow response times
from sales teams. Here are some of the shocking results from the study.
The average first response time of B2B companies to their leads was 42
hours
Only 37% of companies responded to their leads within an hour
16% of companies responded within one to 24 hours
24% of companies took more than 24 hours
23% of the companies never responded at all
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The first and last statistics jump out at me. 42 hours average response
time for a lead, and 23% of companies not responding at all. Yikes!!
Thankfully for my client, the issue was SLOW response time, and not NO
response time. We were easily able to put systems into place to increase
response time, and saw results improve quickly.
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Many of your qualifying questions will be answered and the customer will tell
you exactly what issues they are having. You will then be in a greater position
to recommend the APPROPRIATE solution for their problem, not what you
want to sell them.
Take that approach and watch your conversions increase.
Additional Tips
Qualify Your Leads First - Make sure that you qualify your prospects
up front, before you spend too much time with someone that isn't your
ideal customer.
Keep Leads Warm - Follow up consistently, your leads don't get cold.
Monitor Your Sales Pipeline - Monitoring your pipeline consistently
keeps your prospects fresh in you mind and keeps them moving
towards a close.
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What do these tips have in common?
They all require a FOCUS on building a better business. It is easy for
companies to sometimes fall into a rut and accept the status quo.
For our client, they really had no clue what their true business metrics were
because outside of their gross income, which had been stagnant and
declining for years, they really thought they were doing a good job of closing
the leads they were getting.
So, why should I hire a marketing agency for my small business?
As outsiders, we could look at their business with a fresh perspective, and
implement business ideas that truly improved the bottom line.
Investing in online marketing is crucial for any business going forward, but
generating leads without closing them destroys the return on investment.
Take a moment to look at your operations and see if any of these tips will help
you improve your bottom line.
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OLIVIA WALLS
Olivia is the Co-Owner and VP of Sales for InTouch. She loves getting to know and connecting with
people.
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