In order to increase revenue for your business and have a successful 2011, one of the most important things you can do is to get a handle on your lead management system.
Leads are generated in a number of different ways through online marketing, word-of-mouth and advertising campaigns.
Following up on leads that result from your marketing efforts is a key part of building a business and making the most of prospective customers.
What do you do when you get a lead?
Do you have a structured system in place for managing current and past leads?
Studies have shown that around 69% of leads are ignored on a day-to-day basis.
One of the biggest mistakes a small business can make is to spend countless time and money on advertising and marketing programs, and then have no system for following up with leads.
Managing leads is a lot more complex than simply returning a phone call and leaving a message.
Initially, you’ll want to find a customer relationship management tool (CRM) to record information. Detail every interaction you or your team has with customers.
These interactions might be phone calls, emails, or information gathered from your website. Even if the initial lead didn’t turn into an immediate job, this information will be invaluable when you reach out to past and potential customers down the road.
Making contact with a potential lead is the first step to getting the customers business.
Call the lead immediately and be prepared with a sales pitch as to why you are the company for the job. Once you have quickly established initial contact with the lead, you’ll want to track the source of the lead.
People will hear about your company from different kinds of advertising and referrals. Make sure to ask the potential customer how they found out about your business. Keep track of this information.
Track the source of your leads. This will help you identify what advertising is effective and what is not. Lead source tracking will also help you to develop an even more streamlined advertising and lead management process.
When you have a large list of customer contacts, lead source information, and job conversion statistics, you can start nurturing your leads over time.
Develop campaigns so that your name is in front of your prospective customers many times. You want them to remember you in their time of need.
A well-managed and detailed contact list is the building block for success. You will use it many times: to send out coupon offerings, referral programs, or a newsletter telling of changes in your services or company.
Take time to teach everyone on your staff who deals with your customers how to properly deal with leads. Everyone on your staff should know how to handle every lead as if they were already an important customer.
This attitude can make a great first impression on any customer in the midst of a buying decision.
Make sure everyone knows how and where to record detailed customer information, including the source of the lead. The more customer information you have, the better your business will do in the long run.
Managing your leads properly can take your business to the next level in a number of ways.
Don’t get stuck in the rut of having the first contact be the last point of contact with the customer.
Every lead is a valuable asset to your company. When you begin treating leads as such, you’ll start seeing short-term and long-term benefits.
When you keep detailed records, you will always have “warm” leads at your disposal. This model of lead management will inevitably lead to success for your company.