If there is one question that most business owners constantly have in mind, it’s ‘how can we convert leads into sales?” Getting leads isn’t easy, but it’s definitely much simpler than it was 20 years ago. Now, any company has a website and pages on all the different social media platforms, and with that comes bigger reach than ever, so you will get your leads. But the trick is really in converting those leads into sales. It’s a safe bet that you have direct competition offering exactly what you’re offering through their own digital channels.
So, how exactly can you ensure that your own leads are going to be converted into sales, increasing your business revenues and achieving more success?
Before going about approaching those leads, you need to make sure you are well prepared. For starters, are they actual leads or casual people visiting your website? This takes us back even a step further to ensure that your SEO strategies are sound, and that you did, in fact, manage to target just the right people. Once those strategies are in place, you need to instruct your team to be well prepared and ready for any questions, concerns, or suggestions the lead might have. A person looking for a service or product online is going to have quite a few inquiries, not to mention some fears, and if you want to get them to take action, you have to put those fears to rest.
Sound preparation and planning aside, this is by far the most important angle to converting leads into sales. People don’t like to be kept waiting, and if you do that, they’d just leave you and go to another service provider that will not keep them waiting. So, you need to immediately act upon their interest in your services/products, and make sure the follow-up is swift and efficient. For that to happen properly, you need to have a good system in place that is responsible for handling all prospects’ inquiries and details. For example, you could use an email manager that would automatically categorize lead emails into a special inbox, and more importantly, notify you whenever there is such an email. Whatever solution you use, it has to be solely responsible for dealing with leads so that it’d give you a chance to finalize the deal before they lose interest.
Approaching lead generation and conversion requires finesse, and it’s something that you really have to refine over time. You can’t just approach each and every prospect with the same generic line and hope they’d become sales. This starts with lead gen strategies because you need to design captivating pages and know exactly what to write in the ads –– whether on Facebook or Google, or any other online platform for that matter. This is how you ensure getting the leads you need, and in turn conversions if you really know what you’re doing. It helps if you hire professionals to handle this part of the business for you because they know what they’re doing and just how to present the right content for your potential customers.
Qualifying your leads is an integral part of the process of converting them into sales, and if you don’t properly do this one, you might very easily lose the prospect. Studies show that almost 50 percent of new leads aren’t quite ready to make the purchase –– maybe because they’re still looking or for whatever reason. And if you try to pressure those into the purchase or bombard them with calls and emails, you’ll most likely end up losing the sale altogether, if they even planned on buying.
This is why you have to qualify the leads into different categories based on their interest and the action they’ve taken on your website. A person who downloads a PDF file on a certain product or service from your website should not be treated as one who actually sent you an email asking to set a meeting to close the deal. The former might eventually get there and request a meet, but you have to be very careful with how you approach them if you want that to happen. So, how do you qualify the leads? By taking advantage of the data given to you by platforms like Google, which will give you an idea of the person’s age, search patterns, job, and much more. Using that kind of information, you’ll be able to classify leads and move forward accordingly.
Pretty much all departments working at a company aim to get the business more customers eventually, which means more money for all, or a steady flow at least. But when it comes to handling sales conversions, you need to focus on the efforts of your marketing team, and more importantly the sales one. For starters, there needs to be solid cooperation between both to ensure they exchange information and data in a way that will ensure that online leads are smoothly turned into sales. You also have to assign different tasks within the sales team, where some members handle incoming leads and the process of dealing with all their inquiries until they complete the purchase. And other members of the team manage relationships with any existing customers, because a big part of any business’s revenue comes from recurring customers.
Sales representatives can sometimes get overzealous with their pitch, often overlooking one crucial angle to getting the sale, and that is listening to the potential customer. They will have questions and concerns, and it’s your job to answer those properly because that’s the only way they will go through with the entire purchase. So, train your people to really listen to what potential buyers have to say.
Following up with leads is crucial to go through with the sale, but there’s more to conversions than just that. Your people need to know how to follow up in the first place, and they need to be extremely attentive –– and swift –– in addressing customers’ inquiries and fears. If you do that properly, your leads will easily become sales.