There’s nothing more frustrating than getting a business lead that doesn’t convert. You get yourself into a situation where you have the lead but they drop off at some point in the sales funnel. You don’t know whether you need to improve your customer service or change the type of content you’re sending them.
This guide is going to introduce you to some of the reasons why your business leads aren’t converting.
Internet Business Leads Still Have to be Sold
Just because someone has expressed interest in your products and services online doesn’t mean that you’re out of the woods yet. You still have to sell your Internet leads. These have to be sold to in the same way as you would sell to a person who expressed interest in a brick and mortar store.
Grabbing the lead is only part of the process. In a world where 44% of salespeople give up after just one follow-up it should come as no surprise that leads are dropping off.
You must understand that a lead is different from a customer. If you already had someone who’d bought a product they wouldn’t be a lead in the first place. They would be a customer. The way to convert a lead into a customer is to respond to them promptly. This will not only help you to generate leads but it will help you to generate customers.
Remember that the majority of people who hit your website won’t be interested in buying from you. They need to touch your brand multiple times before they come to a final decision.
You Were Talking to the Wrong People
The chances are the person you’re talking to isn’t the person making the final decision. Too many companies expend all their effort trying to sway someone who didn’t have the influence to make such a decision in the first place. You have to convince them to get in touch with the actual decision maker.
This is harder than you think because the average company will have multiple decision makers. Even ordinary customers can have multiple decision makers. For example, a husband may consult on a major purchase with his wife before going ahead. You’re actually trying to persuade multiple people to buy what you’re selling.
To maximize your online leads you have to be absolutely sure that you’re talking to the right person. You have to find out who the decision maker is. But you have to do it in a way that doesn’t offend the person you were speaking to.
The way to do this is to ask if anyone else in the company would be interested in hearing about a product or service. Keep that person in the loop and don’t let them go when you do find a decision maker. It’s a simple question of respect. If you don’t treat that person with respect he’s going to give you a poor response.
You Communicate Through a Single Channel
Most firms have gone global these days. They want to communicate through multiple channels. You should work on building your brand into something that operates through multiple channels. Relying on email, for example, will eventually mean you start missing messages. Communicating with people via multiple channels ensures they’re going to get your messages and they’re not going to forget about you.
If you only communicate with someone on Twitter, for example, you might be dealing with someone who rarely checks their direct messages. To qualify a sales lead you have to hit them in multiple ways. Contact them in the way they want by being flexible.
They will appreciate the fact that you’re doing your best to cater to their needs. Some communication channels might be more useful than others, but they’ll all come in handy at some point.
Furthermore, you might come across customers who only use one channel. For example, if someone would rather call you and you don’t have a phone number you’ve lost that lead before you’ve even started the relationship. This is leaving a lot of money on the table, and sooner or later it’s going to start hitting your bottom line.
You should aim to dominate every communication channel. It will increase the chances of your leads staying with you.
Last Word – It’s All in the Analytics
The only way you’re going to find out why leads seem to be leaving you is by checking the numbers. You should have a comprehensive analytics system up and running so you can check this out. In the long-term you’ll start to discover trends and you’ll start to find where you’ve been going wrong.
Featured image courtesy of Flickr. credit-n.ru
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