leads that turn into customers
lead generation is one of the biggest problems for most small
because the leads are hard to come by, but because leads often
turn into dead-endsÖ or so it seems.
your leads actually dead or are they only dormant?
A successful lead generation program means getting the
business on the other end. When
the lead does not turn into a sale, it doesnít matter what kind
of lead generation program you buy into or how you use it, it
isnít successful. Up
to 85% of marketing expenditures are to develop leads that are
never fully developed and therefore, are wasted.
secret to effective and successful lead generation (and closing
the business) in a business to consumer environment is not simply
making the phone call or even the appointment.
It is in placing the lead in the process.
Successful lead generation means moving the lead through
the steps that it takes to close the business.
You in fact nurture the lead.
the lead into a successful sale is more than just making a
ďchecking-inĒ phone call.
Itís about becoming useful and having consistent and
worthwhile conversation with the prospect client.
Sure, you can get the cream clients with the first phone
call. These are
typically people who are desperate or mad at or ignored by your
you turn those with non-immediate needs into clients is to be
there when they do need you.
You become the familiar presence that is seen as being
interested in working, not in just collecting the check.
This isnít accomplished by having a salesperson call up
and ask if they are ready to sign a contract yet.
your company, not just the service
true Ė how you sell is how you service.
At least that is the customer perception.
Do you follow through with the sale or do you just dump
materials and wait for the client to react? If thatís the case,
then the client is likely to consider your service to be about the
same. A trusted
advisor who understands the needs of the buyer is 70% more likely
to come away with the sale when all is said and done.
the service, not the sales contract
sales means imparting certain knowledge, understandings, and
customer must understand what you do
must have a trust in what you say.
The sales process requires that they first trust you,
then trust the company, and then believe in the product.
If they donít trust you first, anything you say about
the company or service is irrelevant.
If they donít then trust the company, they arenít
going to believe in the companyís products and services.
customer must expect and believe that you are experts in the
field. This means
knowing your company, products/services, but also knowing what
your industry has available.
It means backing up what you say with fact.
customer must believe that you understand their needs.
If you donít listen, your customer doesnít believe
you understand their issues.
Even if you have heard it all a thousand times before,
you havenít heard it from them.
Many salespeople listen for one or two key phrases and
then offer a solution. Even if you think you know or
even if you do, let the customer finish, ask questions, and
then propose to the solution, not your product. There is
customer must believe that you can solve THEIR problems. Every consumer is sure that they are different from every
other consumer. In
fact, most consumers in similar circumstances have similar
thatís not how people FEEL.
You will only get the sale if the customer believes
that you understand the issues and can alleviate them.
prospect must like you and your company if they are going to
work with you. This
is not so much about you as it is about them.
Take a page from the Dale Carnegie course.
People love to talk about themselves and they love to
be asked questions that show you are interested in them.
Donít talk so much about your company or yourself
other than as to how it affects the customer.
work great. People
can relate to similar stories so long as they are not used to
puff you up. Can you site case examples?
Keep names out of it, but pick a story or two that is
similar in nature and describe how you solved the problem.
People will relate.
a lead and developing it into a sale is more than just a
presentation. This is
particularly true in areas of personal service such as home care
and home healthcare. Adult
children are trusting you to take care of their parents when they
are not around. You
must be the trusted advisor and it is hard to make this happen on
the first appointment.
owner Kim Winger says sheís been told by clients that if she
told her client to turn around 3 times every night before going to
bed, they knew there would be a very sound reason for it.
Kim has the trust of her clients.
When you have trust, you become the expert and you are the
first person to call when there is a need.
builds client trust like communication.
Take the time and talk to people, not potential clients.
Aside from the basics in life, people want to be liked,
appreciated, and respected more than anything else.
Little things that are not expected as a part of the
service show this.
term marketing = large profits
may surprise you, but even in consumer sales, most salespeople
ignore long-term leads, but they still amount to more than 70% of
all sales. This is
true in consumer services markets as well.
There are those who shop for needs because a parent has
fallen and needs help. But
many adult children start toying with the idea of bringing in help
staff a full 4-6 months before they actually contract for it.
Perhaps mom had a bad day or schedules just got crazy for a
few days and then settled down.
Yet 6 months later and completely worn out, they make the
decision to obtain the services.
Will your company still be there?
Will they remember that they talked with you?
Or will they confuse you with all the rest or feel
uncomfortable calling you when they turned you down the first time
are notoriously impatient. They
make their pitch and if they donít get the sale, they move on.
Salespeople typically look for short-term gain while
customers look for long-term plans.
If sales leads are passed on to salespeople without an
adequate sales management system in place, it is highly probable
that you are leaving 60-70% of your prospects out there for the
competition to get later.
of every industry have a buying cycle.
Some cut it short because of immediate need.
But the rest move through this cycle over time.
What does the customer think about when choosing a service
will this service solve my issues?
I really need it?
there a better solution out there?
this a credible and reliable company?
I afford this?
you take care of your leads and nurture them over time, it becomes
possible for you to answer these questions in your favor.
When people become familiar with you, they are aware of
your consistency and they develop trust.
You didnít shove it down their throat in the first sales
built it over time.
care of your leads means staying in contact and providing
information over time. Balancing
this out without being a pain can however, be a challenge.
People will get tired of you constantly calling.
However, consider asking prospects if they will allow you
to put them on your mailing or email newsletter list.
Explain that it is not sales related, but does contain much
information. Most will agree.
to include in such a newsletter does not include a bunch of
information about your company. You do want people to read it.
Instead, include articles, case studies, white papers,
local events related to the customer, notices of conferences,
invitations to speaking engagements or workshops or anything else
that you can think of that would be of interest.
SeniorMag allows you to copy articles and include them in
your newsletter when you attribute the article.
all means, measure what you do in your lead generation program and
how it works. When
you find something new, give it a try and go with it long enough
to make a difference. A
few months of any lead marketing program is a waste of your time
and resources. Most
customers are not gained through short-term exposure.
They are brought in over time and in time, they will also
refer you back out to people they know.