Succeed With Your Lead
Leads may come to you in various ways, from websites and content marketing to inbound activity, but they all need to be converted to attain success in your business. Attracting leads is just one part of the sales process and they need conversion to seal the deal.
Conversion is Key
Once you have leads, you need to have a standardized process in place to pursue conversion. This keeps everyone on the sales team on the same page, and facilitates best sales practices. This process will cover employee training, lead distribution, team responsibilities, FAQs and answers, sales scripts, and lead tracking.
Training is Essential
Training is a necessary element in creating a consistent brand image for your company. Every step of the sales process needs to be taught, even to experienced sales professionals. This will convey your expectations of how you want your staff to communicate with potential B2B customers, how you want interaction with leads to be timed, and your goals for sales results. Periodic ongoing training will keep everyone on point and focused.
Strategize Your Distribution
It is recommended that inbound sales leads go to more experienced individuals on your sales team. These senior sales professionals should mentor junior members of the sales team on how to best interact with inbound leads.
A primary skill that everyone in your company should be trained in is the proper way to answer the phone with the standardized company greeting. This way, everyone can take part in conveying the consistency and professionalism of your brand, which in itself is a powerful sales tool. For example, when any member of your team answers the phone, they open with, “<Company Name>, this is (NAME).”
Designate Team Responsibilities
Proactively assign responsibilities to every member of your sales team so that they can use their strengths and skills to boost sales. If you have a salesperson that excels in technical product knowledge, make him/her the point person for any complicated product questions the sales team encounters. If another team member is great with initial calls, make him/her the official ice-breaker. With this method, the company benefits from utilizing staff abilities, while the customer benefits by getting information and service that is beyond expectations.
Timing is Everything
Timeliness in B2B lead follow-ups is always the best policy for a number of reasons, including:
- It communicates the responsiveness and customer service orientation of your company.
- Leads do not get lost or ignored if they are acted on immediately.
- You can get a jump on your competitors through quick action.
No matter how the lead was generated, make sure to follow-up after your initial contact. Busy professionals will appreciate that you took the extra time to ask if they have any questions or need any additional information in order to make a purchasing decision.
Convert With Content
Look to content marketing to equip your B2B sales team with materials that address every part of the sales cycle. Not only do the materials provide information that could be crucial to converting the sale, they promote your brand, display your professionalism and preparedness, and educate the potential customer. Many times, content is the key tool in building advantageous relationships. Well-written content can facilitate a lead’s progression through the sales funnel until they become a customer.
Inbound marketing leads can help you to build up your customer base. When you respond quickly with a well-trained staff that has a standardized process of moving down the sales funnel, you will see an increase in conversion rates. B2B website leads can be converted through a well thought out sales strategy that is consistent, well-trained, professional, timely, and content-rich.