If you know anything about sales and marketing, you are aware that you need to capture leads. That is step one of the sales cycle. However, what are you going to do with those leads once you have obtained them? If you are not following up on them, you are letting all your hard work go to waste, and potentially allowing customers to slip away from you! Luckily, following up is not as difficult as it might seem to be. You just need a plan, some tools, and a little creativity. Most interestingly, you do not have to approach every lead the same way. Here are five things you should keep in mind as you follow up on those sales leads.
Every Lead is Different – Realize that you cannot treat every lead the same way. If you do, you will begin to see similar results, and the results likely will not be positive. Classify your leads as to industry, type, where they are in the buying cycle, how they found you, etc. Then, you can better personalize follow-up correspondence.
Speed Matters – While reaching out to an old lead isn’t always a bad thing; you are most likely to achieve success with your follow-up when you strike quickly. After all, you probably convinced an individual or company to provide contact information because they have a pressing need. It is up to you to “scratch that itch” right away before someone else fills the need.
Be Consistent – Don’t be a “one and done” kind of marketer. Consistency breeds familiarity. Develop a communication calendar that allows you to communicate on a regular basis and build up a rapport with the person on the other end of the phone or email. Sometimes it takes a few attempts to get your point across.
Goal Setting is Vital – How will you know how you are succeeding if there isn’t a bar to which you can measure results? Set goals. Then, make time to see how you are doing in regards to meeting or exceeding them. Tracking your results is not that difficult, and it will pay off immediately and in the long run too. If you begin to see a pattern, positive or negative, you can decide if you need to change your method of following up based on past results.
Show, Don’t Tell – As you communicate in your follow-up emails and messages, make sure you are painting a picture for your customers about what your product or service can do for them. Simply stating over and over that your product is awesome is not always the most effective plan. Show the lead why they should work with you and why it is worth their while to choose you instead of another company. After all, you are quite likely not the only firm that the buyer is communicating with, so you want to make sure you do everything you can to stand out from the crowd. If necessary, guide your lead into the next step of your sales cycle and allow your closers to get to work.
Now that you have a plan in place for approaching (and hopefully converting) leads, perhaps you are ready to take your game to the next level.
Also published on Medium.