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Building up a systematic approach in drawing customers for business success has evolved. As we understand and practice what works, traditional principles materialize through modern methods. First, captivate your target market. Second, respond on time. Third, engage in a meaningful conversation with a well-thought out conversation flow. As we continue to revamp your Inside Sales, we are moving forward to the next part of our series: Nurture.
In this stage, you focus mainly on leads that you had an interaction with, at least once. They had to deal with obstacles before deciding to sign up. Their response is a variation of either: no for now or call some other time. Leads that haven't heard from you or about you will have to go through prior phases.
There is more work waiting for us. A salesperson's persistence, hard work, and approach stand out on this phase. 90% of your target market won't have the urgency to buy at all. Let's look at the diagram below:
Chet Holme’s The Ultimate Sales Machine discussed the urgency classification of leads:
3% are buying now - Their need is very high. They want to sign up as soon as possible. Guide them towards the best fit solution.
7% are open and interested to buy - They are willing to listen to what you offer. When you address their concerns, they'll move closer to a positive result. Put your best foot forward and assist our potential buyer's queries.
30% are not decided - They don't feel the need to do anything now. Know what causes their indecision, and show their need for your service. A hint of urgency wouldn't hurt.
30% think that they are not interested - They may think that they are not within your market due to their situation. Keep a good connection with them until they're ready to consider.
30% are not going to buy - They will let you know that they are not interested. They may have their own solutions and are not open to other providers. Some might have encountered a poor quality of service from you. Don't put too much work into persuading them. Respond with politeness and move on to the next lead.
INVITING VS. INTRUDING
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Robert Clay of Marketing Wizdom stated that only 8% of salespeople try after four rejections. 80% of non-routine sales occur after at least five follow-ups.
Now, can you imagine turning down an offer four times, and signing up at the fifth? That sounds frustrating and unrealistic. So how do these salespeople do it?
Right Timing
Nobody likes a bombard of the same message. Not to mention receiving them at once. Give your prospects some space after the rejection. Wait for them to be comfortable with listening to another approach. In the meantime, you can learn more about other services that they might need.
Relevant Messages
Route your offer to messages that target your potential customer's interest. Knowing what currently excites them is an effective strategy to re-introduce your offer. Make sure that it connects both their interests and what your service is all about. Jumping on the bandwagon without representing who you are, can mislead your clients.
MultiMedia
This is an opportunity to broaden your company's presence at the same time. Be accessible to emails, calls, online videos, online ads, banners, social media, and more.
This may appear like your phase one marketing strategy. The difference is, you are putting out messages for those that interacted with you. They were putting items in their carts from your website. As they were about to check out, they decided not to. They deserve a different message than what they've seen before going into the website.
The important thing is to be reachable. You'll never know when they want another discussion.
MANAGING AND NURTURING YOUR LEADS
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Following up on your leads will develop the relationship you started building. This is an opportunity to learn more about who they are and what they do. Build your expertise while gaining their trust. It may not be instant gratification, but the win will both be on the scoreboard, and on your improved skills.
As managers, equip your team for this stage. Have them focus on nurturing their leads with efficiency. Let them practice diligence, persistence, and professionalism with all their prospects. Record the growth of trusting clients in a detailed fashion for an effortless turnover. Get accurate data on the clients’ behaviors and responses towards your follow up efforts.
Be prepared to face the 7% of interested leads, 30% undecided leads, and 30% unconvinced leads. Learn more on how to nurture them with an effective lead management platform! Handle their demands without getting lost in their progression. Request a demo today.
Reference Links:
Robert Clay - Why you must follow up Leads
Chet Holme - The Ultimate Sales Machine
Lead Engagement: Leveraging Your Sales Through Marketing Helps You Boost Your ROI
Lucrativ - Communication Flow
