"Once You Qualify Them, Don't Lose Track of Them."
Yes, I do realize those days still exist for way too many people, but that is great, because it is an opportunity for me.
During my early career in sales, I sold “Big Deals”, just one deal would make your year, selling a couple of these in a year would not only mean I had a momentous year, but my company would also have a great year.
Missing out on one would have the opposite effect.
Then I would make a note to follow up in a little over two years, easy enough, right?
Have you ever missed out on the next bid opportunity?
So much for my spreadsheet follow up device, my notes in a day-planner or my mental notes, but I don’t think I was alone in this sales cycle failure.
Proof that many other people experienced the same, or similar issues is the explosion of technology designed to not let this happen.
In the “old days”, you could survive with a focus single to your own needs. Now it is much more difficult.
Consistently using a CRM system would have at least allowed me the opportunity to follow up near the right time, but today we can take it a few steps further with…
Lead Nurturing – “Once you qualify them, don’t lose track of them.”
The example I used above was an “Outbound” generated lead, today, this nurturing process is more often started when the potential customer experiences a “Trigger Point”. Something that makes them realize they have a problem or opportunity that requires action. When they first act, they most often turn to the internet for needed information. This is when you need to have a Content Marketing Strategy in place along with a Lead Capture strategy. You can read those articles for more information.
In either situation, a good Lead Nurturing system is a must for an enterprise that wants to survive in today’s business environment.
Lead Nurturing – Outreach – Stay-in-Touch with them
The customer “Triggers” the outbound marketing based on their actions. Based on their action you might send them a report, invite them to a webinar or maybe even pick up the phone and give them a call.
The Marketing Concierge
Marketing Automation is similar, we cause the customer is asking questions, when they go to specific pages on your site, blog or when they respond to certain emails or other messages or ads. The Marketing Automation sits in the background and watches their actions, and even keep a tally (we call that the Lead Score). Depending on the action and/or the score the Concierge make a recommendation, by sending a strategic piece of content, inviting them to a webinar
The “Pay-Off” is an almost immediate Boost in Sale Productivity
Marketing Automation will help both your sales and marketing teams more than you initially thought, even if these two departments are the same person or few people in your organization.
These tools have been around for several years, used primarily by marketing. Sales had no idea what was being done my marketing, but today these tools are bringing Sales together with marketing to much more quickly get to the same overarching goal, MORE REVENUE.
If you are a small business or professional sales person that want to learn more about tools and the processes we use to generate a more consistent flow of targeted, qualified leads, give us a call.