How To Convert More Leads To Sales
A company I used to work with was busy running regular events to get more leads and close some sales. Every month they would run these events to fill their pipeline. The conversion rates were fairly average but enough to keep running the events.
It wasn’t until we had 12 months of data that we realised most of the future sales came from attendees of the events, but only months later when they were ready to purchase.
There are three types of leads you should know about and focus on:
The Hot & Ready - They have a pain/need, they trust you, they are ready to buy
The Curious - They are aware of your solution, maybe the time isn’t right, they have a few other things on their plate, or they might still be going through the process of comparing you to alternatives.
The Still Sceptical - They just found you; they’re not quite sure whether you’re the right option and whether you can help them. You are a stranger to them.
While most salespeople will focus on the curious and hot, your lead management system needs to accommodate all three. If not, you’ll be missing out on future sales.
Managing sceptical and curious leads for salespeople can quickly become overwhelming (their job is to close sales not nurture maybes). And I guarantee, leads will get lost.
Interestingly, just because sceptical leads are not ready today doesn’t mean they’ll never buy. The majority of sales don’t happen today but over two months to sometimes 12 months.
What you need to create is an automated lead process that allows you to gently guide your leads through the stages from sceptical researchers to curious, hot leads and finally clients/customers.
The way you create emails, videos, newsletters and events can play a huge role in helping you convert more leads and grow your business.
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