The more high-quality leads you have, the more effective your sales team will be. There are several ways to use leads to improve and build your business. Here are the top five:
1. Invest in a Reputable Lead Generation Service
Lead buying is a great way to ensure lead quality. Lead generation services work in two ways. Some practice cold calling telemarketing to identify leads who are interested in the product or service you are selling. Others use online lead generation. They usually have a web page with general information about your goods or services along with a short form the potential customer can fill out if he or she would like to be contacted for additional information and a free quote. Either way, the best lead generation services send you these leads in real time, as soon as they are identified.
2. Follow Up with Leads Promptly
Once a lead has been identified through telemarketing or online lead generation, it is important to follow up with that lead as quickly as possible. Leads can become “stale”–lose interest or buy from a competitor–in as little as a single day. There’s no point in investing money in lead buying if you can’t follow up with your leads quickly.
3. Pursue Multiple Contacts with Leads
A single phone call may not result in a sale. That doesn’t mean the lead quality is poor. People who are making a major purchase often require a little time and persuasion. Don’t flood your lead with advertisements, but do keep in contact with him or her through email newsletters, traditional mail flyers, phone calls to notify him or her when you are offering a special deal, etc. The more the lead learns about you and your company, the greater the chance he or she will convert to a paying customer.
4. Use Sales Tracking Technology to Spot Trends in Your Conversion Rate
You may find that sales spike in the day or two after you send out an electronic newsletter or make a second phone contact with the lead. Identifying these trends to discover what works–and what doesn’t–will help you spend your advertising dollars more effectively.
5. Keep in Touch with Customers
Don’t forget about a lead when he or she converts to a customer. Follow up to make sure he or she is happy with your products or service. If the customer is happy, ask him or her to refer friends and family members to you. A satisfied customer can be an excellent source of lead generation.
Just identifying leads for your business is not enough; it’s what you do once those leads are identified that will determine whether or not your marketing campaign succeeds.
