As much as B2B professionals drum about lead generation, what makes the difference in their services quality is the lead conversion rate they can sustain. Providing outstanding leads is a step forward only if backed up by a lead development process that ends with actual revenue. So lead acquisition is no guarantee for success, but a promise.
And when the horizon ahead is open, we ought to pace ourselves with an eye on the goal beyond the line. Our experience has taught us a few things about lead conversion. Here is what you can do to nurture and close leads with success:
Keep your funnel lively with potential. Quality is not quantity so work on prequalifying your leads. Even if you can automate much of the process, you want to spend some time on strategy and be consistent in your lead generation efforts.
Communicate. In lead nurturing both timing and time matter. When sending an automated response in acknowledgement, give information to your prospects and set expectations for more exchanges. Ask for details – like what portal they used to get in touch with you; set a time for further contact and offer instant value for your leads’ responses. You’ll notice that you will gain if you respond within the 24hrs.
Observe. It’s no secret that the best sales professionals know how to listen and that can happen even in virtual space. There are automated ways to find out what your leads are looking for. The more attuned you are to their needs, the more likely it is you can answer these needs.
Set meeting points, i.e. point to what communication channels you use best – e-mail, telephone, social media, your website, chat. When you have a contact map and a designated person in charge of each touch-point, chances are communication will flow and permission for staying in touch will come more easily. You will have the opportunity to offer the value of your services on different occasions – each time in response to the prospects feedback and needs.
Persist. Sales are about tracking, timing, time and more tracking. Keep your information accessible, your lead history clear and your team focused. And certainly, don’t shy away from asking for business. Train your sales-force to recognize interest, agreement and willingness.
Ask for feedback and pride yourself – in good work or in learning from your mistakes. Early on, you feel who will be willing to give you a referral. You will also know what hinders a good flow in the nurturing process. Asking for feedback will not only secure referrals for you, but also give you the opportunity to adjust your practices – both leads mining and conversion.
So keep in mind that automated lead nurturing is worthless without the human touch, you need to involve a synced-up team and make a strategic exercise out of it. It sounds complicated but the truth is: as long as you keep up with involvement and you stick to your plans, you will execute to the fullest potential of your pipeline. And yes, lead conversion depends on more than one chance to shine in a long conversation, so be flexible. There is give and take in all games and our market is shifting – that’s what makes B2B such thrill.
