Let’s face it, a huge part of getting paying customers for your product or service is letting others know that your business and what it sells exists. It doesn’t matter how good your product or service is, if people don’t know about it, they can’t buy it. It is the purpose of this article to help you to use B2B sales leads for your business effectively.
It might be sacrilegious to say this, but to sell your product or service effectively, you don’t need to have the best product or service, or even the lowest price. What you do need, regardless, is to be the best seller. This starts with getting the best leads that your sales crews can convert into sales. In a nutshell, having a good lead generation strategy is the key to generating more revenue.
Make More, Sell More
It stands to reason that if you increase the volume of leads by 10 percent, it follows that–everything else being the same–your sales will increase by 10 percent. It’s that easy. A good lead is priceless to you in your efforts to increase sales. The key is in how to use those leads. In fact, a recent study showed that more than 85 percent of B2B marketers considered leads their primary source of business, so once you have them, how do you use them for your business effectively?
Make Contacts Two-Way
Having a good website is great for increasing leads, but it’s only a one-way method of communication. In order for leads to produce sales effectively, you need to have more two-way communications, which means having real conversations with your leads as often as possible. If your prospect asks a question, make sure you engage them with a good explanation. This gives you a good opportunity to sell them.
Don’t Forget One-Way Too
One-way communication methods should not be relied on exclusively for sales, but that does not mean that you should eliminate one-way methods such as websites, Twitter, and others. These are excellent vehicles for providing information, but you should also make the effort to turn a lead into a sale by engaging with your customers to make sure they get and understand the information you provide. And when you get a visitor to your website you should take the initiative to contact them to offer your help. Not only will you receive their appreciation for your initiative, but you will probably sell them as well.
Use Lead Generation Databases
Using a B2B contact database that someone else might have generated can be great, but it can also be dangerous because you can never be completely sure of its quality. Some B2B databases are great. but others, even if you buy them, are often worthless. Not all B2B data are created equal.
Using Market Automation
If you aren’t collecting email addresses from visitors to your website, you are missing a prime opportunity to reach high-quality customers. You must assume that when a person reaches your website, they have at least a minimal interest in doing business with you. For better or for worse, there is only one way to determine whether that prospect can be closed as a buying customer, by contacting them. You should try as much as possible to determine what level a sales prospect is at in order to send them the most appropriate sales materials and follow up accordingly. For example, you would not want to send the same sales materials to a new prospect as you would an established customer.
It’s hard to imagine the number of good leads that are lost because somebody didn’t take one of the simplest steps to make a sale, the follow-up. It might seem silly, but it’s true. If a salesperson doesn’t follow up on a sales prospect, there’s a good chance that the prospect might end up thinking that a salesperson wasn’t really interested in selling to them. A huge loss.
Exploit someone else’s audience
If you were to find out that a prospective customer is already using the product or service of another business, what would you do? If you really used your leads well, you would be working on finding out whether that prospect was happy with your competitor or might be interested in converting to your business. It’s a sad fact that just because a business employs the products or services of one business means that they are happy with it. It might be that that haven’t taken the time to find a replacement, your natural “in” to a new customer. Just because you know a lead is using another business doesn’t mean that you can’t approach them with your own.
Engage. Engage. Engage
A customer ignored is soon to be a customer lost. As a result, you should make sure that your salespeople are making regular contact with your customers. Many people consider this being a pest, but it’s not if you do it right. Checking in with a client to make sure they are being well served and are satisfied with your business is a mark of a good vendor.
Make full use of email
Many business people consider email to be the bane of their existence. If it is handled right, however, it’s not. Instead, it can be a priceless link to keeping your finger on the pulse of your client’s business. Chances are good that you are already using email for customer development. Why not use it to its greatest advantage by adding a picture and contact information for you and your business. This way your customer will have all the information they need to contact you at their fingertips when they need it.
Experiment with different communication formats
If you are selling a product or a service, chances are good that you are already using contact avenues such as the telephone and email. Why not mix things up a little by incorporating video chat and other tools? It will keep things new and interesting if the occasion warrants it.
If this article does nothing for you except to get you thinking about new and different ways to reach out to leads, it will have done its job. After all, having a lead is useless unless you exploit it to its greatest advantage.