Let me answer the question in the headline immediately: because it’s the nature of the business.
Let’s think about this for a minute: when was the last time a salesperson convinced you to purchase something? I can’t remember the last time I bought something based on someone else’s suggestion – and that’s exactly what a lead conversion is. We’re telling someone else how to spend their money, and they’re actually listening to us! It is hard to imagine that working more than 5 percent of the time.
Lead conversion is very difficult, and your conversion rate is going to be understandably low. So how can you tell if your rate is too low? Well, let’s examine how you’re handling all of your leads.
The follow-up process begins immediately
Don’t wait to follow up with a lead; as the saying goes, you’ve got to strike when the iron is hot. If you subscribe to marketing automation software (like the HubSpot platform, which is excellent), then you can set up an email to automatically be sent to prospects once they submit a form on your site. That way, you’ve immediately begun to nurture the relationship the prospect started when they submitted the form.
Don’t let the lead forget about you
If you’re using marketing automation software, it should be rather simple to set up a workflow. Essentially, this is a path that all leads will take as you nurture them. The workflow can ensure they receive additional emails from your company over the coming weeks, so you stay fresh on their mind. After a couple of additional emails, it’s now time to make your big move.
The sales call
The best way to convert that lead is to speak to them directly – this is the time for a salesperson to give them a call. During the call, be sure your salesperson is friendly and attentive, and listens very intently. Your salespeople have a very short time to establish a rapport with the lead and then try to make the sale, which can be very challenging. You should also provide your salespeople with some content, which they can then share with leads.
Even if the sales call is unsuccessful, be sure to set up a follow-up call with the lead; just because it didn’t work this time doesn’t mean you should give up.
A blueprint for every lead
If you follow these simple steps, your conversion rate should start looking better in no time. Sales is a difficult gig, so do your best not to be discouraged; just remember, it’s this hard for everybody.
Topics: Inbound Marketing
