Turning a lead into a sale
It can be a daunting thought to know what to do once you have a list of good qualified leads. Do you simply call them all and hope for the best? Should you have a plan in place? Should you just email them and let them come back to you?
The fact is that what you do with your leads is the most crucial part of making the most of the money and time you have spent on lead generation. You have invested in the best possible leads and you do not want to waste a single penny.
Customer relations management systems
It is extremely important that you have a system in place which will help you to keep track of and manage your leads effectively. There are a number of software options available which will keep a database of your leads and which will help you to know where in the process each lead is.
Each lead will be called a certain number of times and you will need to keep excellent records of the outcome of each contact. Even if the lead fails to turn into a sale, you will want to keep the details so you can inform them of any future specials or deals they may be interested in.
Leads which turn into sales are usually those which are contacted as soon as possible after their initial enquiry. This means that you must be prepared to call them the same day as you receive the lead from your generation company.
The longer you leave it, the more time they have to find an alternative, change their mind or decide to go with a competitor. In addition, a quick response looks professional to a potential customer.
Do your homework
Before you call you should have familiarised yourself with the product they are wanting, their needs (as far as you can tell from their enquiry), the costs they will incur, the delivery or installation options and so on. In fact you need to be ready to answer any question your lead may have.
You should also know what the competition is charging for your product, so you can be ready to counter any arguments they may have for going elsewhere.
Be persistent but polite
While you do not want to bombard your lead with calls and emails, you should be willing to be quite persistent over the first few days. Many people will want to take their time making their final choice and therefore will need reminders of your product.
You should call on a daily basis for at least five days and follow up each call with an email detailing what you have said in your call. Of course if your lead appears to be wearying of your calls or asks not to be called again, you should respect this.
Your attitude and politeness during your calls will be crucial to making the sale. Never harass or intimidate your lead. Never state that they have a limited time to complete the sale or the special will be withdrawn. You should always allow them to make up their own mind – while leading them in the right direction.
If price is proving to be a real sticking point, you should be willing to have a little give and take in your pricing structure. Don’t lose a sale over a 10% discount or free delivery. Even a small profit is better than no sale at all.
Know when to give up
Even qualified leads can change their minds. Unfortunately you will find that some leads just don’t want to buy your product once you have contacted them. This is unlikely to be the fault of you or your lead generation company, it is just a fact of life.
You should always know at what point it is right to give up on your lead. Generally this is when they have stated point blank they will not be buying from you, if they have said they are buying elsewhere or they say they can’t afford it (even with discounts or alternatives offered).