Using leads, pt. 3 — maximize conversionBlog added by John Pojeta on December 7, 2010
The PT Services Group

John Pojeta

Pittsburgh, PA

Joined: March 09, 2010

This is the third in a series of posts intended to provide our point of view on the most efficient ways to conduct a successful marketing campaign using high quality business leads. In last week's blog post, we discussed the degree of preparation that is suggested, and decisions that should be made before undertaking a new marketing program. This week, we will review methods to follow-up long-term leads to increase your conversion percentage.

As we mentioned, not all quality leads are ready to move through your sales funnel in the short term. Conservatively, you can expect perhaps 10 percent to 20 percent of prospects to pull the trigger right away. Our experience suggests that a larger number of prospects prefer to gather information before making a decision, or they may simply be building their comfort and trust level with you. More commonly, market conditions and timing can keep a business owner on the sidelines.

Too often, agents decide that a lead is no longer worth working with and move to new “fresh” leads. The temptation to neglect long-term prospects to pick at low-hanging fruit leaves a lot of money on the table. Statistically, in essence you will have warmed up a lead for the next agent who comes along.

From our experience:

  • On average, it can take up to between five and seven attempts to contact a lead

  • As many as 70 percent of leads can be long-term in nature

  • 40 percent - 50 percent of qualified leads will close with proper follow up

  • The fact of the matter is that many long-term leads will close — if not with you, then with someone else. Following up on leads doesn’t have to be a full-time job with the right processes in place.

    To maintain productive contact with long-term prospects, formalize a lead-nurturing program using drip marketing methods we’ve mentioned before. Whether you schedule future e-mails or phone calls using your calendar, or have a more advanced automated system using a CRM tool, you should be sending value-added materials in an appropriately timed manner to build confidence and maintain contact.

    Never forget about the basics and that “personal touch.” Some agents will send a personalized introductory letter as soon as they receive a lead. While not necessary, the extra investment can open the door to a warmer conversation the first time that you make contact with your prospect. In the next installment of this series, we will talk about the most difficult and important part of the business sales process: securing an appointment and the first meeting.
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