Guide to Lead Management: 2020

Leena Fernandes

Leena Fernandes

November 27, 2020 |

What do to with Leads

A perfect scenario to drive your leads looks like this that your leads drive down the sales funnel voluntarily. They are excited to buy your products again and come back to you whenever there is need. Sounds perfect? Isn’t it? Well, it’s not, and never has been. 

Table of Content

1 . Lead management – a fine line.

2. Work for it!

3. Tips to increase sales

In the real, cruel world, the process of buying has changed. Buyers are regularly bombarded by ads, promotions and endless products to select from. The only option that a company has in this scenario is to stand out, to be unique. 

A quick look at the 5 rules of management 

  • Give them high quality leads 
  • Be present everywhere 
  • Be quick 
  • Make a mark in customers mind the way it should be 
  • Be kind in your gestures. 

The rules of the game have been changing, have changed. If you are also wondering what to do with leads, you have landed at the perfect place. 

Gone are the days of common advertising. You cannot rely on massive advertising We can no longer count on massive advertising, it’s about being found. If your marketing team has been doing a good job to get found, consider the work as only begun and far from being over. Becoming a lead does not guarantee that customers are ready to buy.

Interesting Read : Inbound Sales Calls: Should Your Business Really Need to Do It?

In the course of lead building, a company needs to learn how to build relationships with individual customers on a regular basis. It is not about selling the product anymore, it is about satisfying their needs. Try to reach them using those channels that they want to and not through the channels you can. 

We should not rent the positive attention other people have built – we should build our own attention by providing valuable content, insights, and most importantly – solutions. It is important to know that although the product might not be perfect, nobody will buy it if nobody knows about it.

Lead management – a fine line.

The lead management process involves the following steps: 

Lead generation, filtering, grading, distribution, and contact, with the final goal sale going through. 

Below are 5 ways to make sure that your sales team wins by selling a lead: 

1 . Provide them with high-quality leads.

Lead generation is just the beginning of your relationship with the buyer. Converting a lead to a buying customer requires nurturing the leads by letting them know that your products have some value which will solve their purpose. Create attractive, emotional and personalized campaigns to keep the customers engaged.  

Each campaign should be designed to make the leads feel closer to the company, make them more aware about your products. The campaign should make them feel that we have the solutions to their needs. 

2. Be present everywhere

It is not necessary that your emails are read or messages are seen. Four out of five marketers say that their email open rates do not exceed 20% (source 1). Which means that only one medium of communication is not enough, you need to think out of the box.

Every company will know eventually what medium their customers are most comfortable and what do they access more readily. Discover those channels and be present there. 

If a lead wants to see your communication on Facebook, be there. If they are phone call preferring people, provide them the best phone support. And if they still prefer smoke signals, be it! 

Interesting Read : How A Callback Software Can Capture Your Prospects’ Interest In 5 Seconds?

3. Be quick

According to a Harvard Business Review research, US companies take 42 hours on average to respond to a customer inquiry. In the present scenario, this figure does not hold true. Taking so long to respond will surely make you lose a potential client. If a client is left to wait for so long, they will switch to other service providers soon. 

The mentioned research found out that the odds of a lead entering the sales process are 21 times greater when contacted within five minutes versus 30 minutes after an inbound lead converts on your website. 

4. Make a mark in customers mind the way it should be 

Inbound and outbound marketing are important; we all know that by now. These are a valuable tool to inform the customer about the solutions you provide and portray the company’s story and market well. 

While you are nurturing the lead, your aim should be to educate the customer about the relevant fields and incorporate in their minds the way they think about the market and your product specifically. By doing this, you are positioning the product in a better way in their minds when they are coming to buy the product actually. 

5. Be kind in your gestures: 

When you convert a lead, welcome them in your community or company with a warm welcome mail once they sign up. Make sure the email comes from someone at a high position within the company so that the customer feels important and being looked after. 

This is a subtle way to make them feel important and show your appreciation towards them. In the mail, brief them about who you are, what you do and you can be a little casual in the tone, to be on the same page as that of the consumer. 

A welcome msg can set up some mutual expectations and give the first insight into the ways the recipient can benefit from joining our fanbase.

Be personal in the mail not only by inserting the name; make sure to modify the mail as per their individual interest. Remember, now it is all about them and how well can you satisfy their needs. 

Work for it!

A prominent social media presence, intuitive web design, and fantastic user experience are the core of any modern business. But only the core. Present day users are used to all of these and consider them as the minimum efforts towards converting leads. 

Make your customers feel respected, welcome and appreciated. Give them that assurance time and again that you are trustworthy, reliable and can provide solutions to all that you are looking for. When they reach your business for the first time, and sign up; they probably are not aware of who you are or what are the most outstanding qualities your solution has.

Lead nurturing is the perfect time to inform them about all the benefits that your company has to offer and the benefits their cooperation will bring, and that you are the expert in the industry.

Interesting Read : The Guide to Phone Selling Techniques Which Demands Your Attention In (2020)

Lead nurturing also allows a great deal of time to discover new trends and insights in the market and to discover what else are the customers looking for. Also find out what challenges they are facing or what is holding them back from buying. These insights can shape your campaigns better and invent new ways to satisfy what customers are looking for. 

By nurturing existing leads, you can also get new leads. Train your marketing team to provide valuable and interesting content to build a high possibility that your leads share their experience with your company to their colleagues and friends. This makes way for new clients or probable leads. 

While you are applying these strategies after knowing exactly what to do with your leads, here are a few tips to increase the sales to increase leads in turn. 

Tips to increase sales

Whatever your business is, the ultimate aim is to increase sales and grow your business, isn’t it? Whether you are a startup founder, app developer, entrepreneur, or ecommerce website owner, there’s one secret weapon that can enhance the growth of your business.

Increasing traffic to your website will not be enough to do it. The picture will be complete when you are able to convert your website traffic to customers who pay. And all that you need for this is an amazing sales funnel. 

What is a sales funnel?

A sales funnel is the process you lead prospective customers through. A sales funnel begins the  moment they get to know about your product or brand. They become customers when they purchase your products. 

There are four stages in a typical sales funnel: 

  • Awareness
  • Interest
  • Decision
  • Action

If you are wondering on ways to create a sales funnel, rather your first sales funnel, or want to optimize an existing funnel for maximum conversions, follow the steps below. 

1. Research your target audience.

Target audience are the audience to whom you are catering.The first step to building a sales funnel is to research your target audience. You need to understand:

  • What pain points do they have: this will tell you what is the problem that they are facing and what kind of solution are they looking for. 
  • What are they interested in: know their interests, disinterests to customize your product better, exactly according to their needs. 
  • What expectations do they have: every customer will have some expectation in mind and if you give them exactly what they expect, they will be your permanent clients. 
  • Which social media platforms do they use: this is important to find out so that you can send personalized ads and be more present on that platform to see your products. 

2. Create different buyer personas.

Buyer persona is essential to cater to the needs of each customer. To create accurate buyer personas, start by asking yourself these questions:

  • Why do they want to buy a product?: if a customer is attracted towards your products, find out why do they need it so that you can tailor make for their specific use or at least tell them the features that they are looking for. 
  • How will they use the product?: find out whether your product is going to be for themselves or what purpose is it going to solve, or is it simply a gift for someone else. 
  • What inspires them to purchase a product?: have they seen your product in use somewhere else? Have they seen enough ads and are moved by them? Find out the answers to such questions to build a buyer persona. 

3. Plan an effective lead generation strategy.

Now when you know your target audience, have created a buyer persona, focus on strategies to generate leads. Adopt the following methods for increasing lead generation: 

  • Pay-per-click campaigns
  • Guest posting
  • Social media advertising
  • Influencer marketing
  • Search engine optimization
  • Landing page optimization

4. Devise a strategy to engage and nurture leads.

After having build a strategy to increase traffic on your website and generating leads, your next step is to keep the leads engaged and nurture them. You can do the following steps to nurture the leads: 

  1. Create useful, engaging blog posts: interesting blog posts attract customers. Create interesting posts, add value to their knowledge and enhance customer engagement.  
  2. Create informative, interesting videos: videos have a different space in capturing the market. Create captivating, interesting videos to attract customers. 
  3. Use social media platforms to promote your posts: social media is like the medicine that customers consume every day. Use platforms like Instagram, Facebook, Watsapp and others to post your ads and promotions on a regular basis. 
  4. Have influencers create reviews and tutorials of your products: this is a great strategy as people tend to believe more what influencers have to say. Compared to your own bragging about your product versus a social media influencer promoting it; you know what will sell better! 
  5. Use email marketing to promote your content: this might sound like an age old technique to sell your products; but trust us, email marketing has never failed to grab customer’s attention. Send promotional emails, emails with educational content and offer free giveaways to make sure your customers are hooked to your brand.

5. Convert leads into paying customers.

The final step is to convert prospects into customers.To increase your conversion rate, make sure you make it as easy as possible for people to complete their purchases. You can do so by:

Lead nurturing is often compared to the process of finding the perfect date.  The other party would not commit to the relationship on the basis of only the first impression. 

They would explore other options, and be sure as to why they should choose you only.  Provide constant attention to them to prove that why you are the only one that they need to solve all their queries. 

Leena Fernandes

Leena Fernandes

A writer by choice. Leena has served her passion for writing mainly into the B2B marketplaces.

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