How do you convert leads to sales?
May 5, 2011 / by Marco / Categories : BusinessOver the past several years, my company received quite a number of leads from large reputable businesses and just reviewing this today I asked myself, “How do you convert leads to sales?”. I mean, there must be a technique or a well thought out process that successful businesses must be using. What is it? Obviously, this must be a hidden skill, maybe even a secret that a master would pass only to potential students – or those that are lucky enough to have the affinity to meet this master.
Having this skill or process is like being one step ahead of your competition. The majority of our leads is through our website – I spent a considerable amount of time using natural SEO which made our website rank on the first page of google. At one stage we were even higher than wikipedia.
So I wanted to spend some of my spare time to investigate this question and hopefully use this information to generate more sales. Firstly, we only have one lead generation system, that is referrals from our website. We have tried advertising in a magazine but that didn’t generate any leads.
Now, converting these interested browsers into paying customers without chasing them away or becoming an unwelcome pest can be quite difficult. Sometimes being a pest (or a good sales person) is what converts a lead to a sale but where do you draw the line? Most people would most likely remember the name of “the pest” rather than the other sales representative and it’s possible that when the time comes to make a purchasing decision, “the pest” stands out. It’s funny because it happened to me once, At work we kept talking about this one guy that was very persistent (he would call us almost every week) and we eventually decided to purchase something from him. Go figure!
Based on the research material, I noted down the following points (in particular because we were not actually doing any of this):
1. Use a CRM (Customer Relationship Management) solution – This is important to track your potential leads. Staying in touch with these potential leads is equally as important. The system should be able to assigns tasks to remind you to follow up with certain individuals that may need a phone call from you or to automate responses from individuals that have requested certain information.
2. Stand out from your competition – If potential leads don’t have a reason why they should use your company then there’s no way you can convert them into a sale. Find opportunities to remind them why they should use your services or products and why your company is different from the others – spell it out in black and white in your proposal. Use this in your sales pitch or make this your sales pitch.
3. Showcase your best Case Studies – providing your potential leads with references and evidence of past projects will provide reassurance. Having said that, don’t be dishonest as you may lose credibility if they find out.
There may be more points to cover and I would love hearing from you.
Marco / admin / 30 Nov
Writing day to day ramblings about making money, business, technology, sharing awesome deals and everything else that I know I'll forget. Follow my personal blog https://marcotran.com.au
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"When technology speaks for itself, that is art" - MT
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