Creating Better Lead Follow-up Response
Lead generation is an important aspect of every business's marketing strategy. If your business is like most and using inbound marketing as a primary source to gain leads, then you likely have an increased number of leads. In fact, you may have more leads than you can keep up with, which poses a new problem.
You're right back where you started -- empty-handed. Systematically following up on your leads is critical to continued success. What hinders organizations from a robust follow-up? Here are four reasons sales departments sometimes have lukewarm lead responses.
4 Stumbling Blocks to Better Lead Follow-Up
1. No follow up plan in place
This is an obvious problem, but it happens nonetheless. Maybe one person thinks someone else will follow up and that person thinks another individual will follow up. In the end, no one follows up. There needs to be a clear follow-up plan whereby every lead receives a particular response from a designated person. A response could range from an email to a phone call. You can plan in advance what type of lead will get what type of response. Not all leads are the same (more on that next). How soon you respond will be based on predetermined criteria as well. Some people may require a quicker response time.
2. The wrong type of follow up (or wrong time)
You may wonder how a follow up can go wrong. Some people mistakenly think that as long as they do follow up, then everything will be fine. However, the way in which you handle the follow up is important too. Each lead is unique as to where they are on the buyer's journey. Are the leads sales-ready?
For example, if the lead is at the top of the funnel and just researching for information or they are at the bottom of the funnel and ready to make a purchase, then this helps define how you handle the response. These two people are on totally different places on the buyer's journey. Therefore, they will require different strategies or follow-up time-frames.
3. Giving up too soon
You will likely run into some leads that are difficult to reach. There are several reasons this may be so. People get busy and don't respond. Sometimes they procrastinate, then forget. Others may not be sure if they want what you have.
However, consistency will win the day. You don't want to be "hit or miss" when it comes to your leads and you don't want to be ringing their phones off the hook either. Ask yourself how do you get in front of you prospects online? A methodical plan is best based on what type of lead you're dealing with.
Whatever you do, you don't want to give up until you're absolutely sure the customer is not interested.
4. Lackluster performance
Once you make contact with your lead, then what happens next is critical. If the sales delivery is dull, people will be bored. If it's too pushy, the lead may be turned off. Salespeople need a selling strategy that captivates the lead once they make contact. Converting leads requires more than just giving them your best pitch. Other important factors include:
- Understanding the concerns and needs of your lead (through developing buyer personas).
- Add value to the phone call by providing helpful information.
- Listen to what the lead is saying.
- Follow up with a thank you when you convert the lead.
Of course, your company may have additional protocols to add to this list. But this should get you started on the journey of managing lead responses more effectively. Until you have a management plan in place, you won't see steady conversions. For more tips connect with ThinkFlame today.