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Check out an effective process to not lose all the leads you have generated and sign with as many as you want.
4 min read
Sales & Marketing head at Scalestack
Implementing an effective lead management process is crucial if you do not want to get headaches because you cannot control and manage properly all the sales leads that are coming in.
If you are getting more sales leads, it means that the first steps of the process were well-performed. Unfortunately, the process must keep going, and creating an effective sales lead management process is key to achieving whatever success you were aspiring to.
The process of lead management is the one that makes the amends between the Marketing and Sales departments. It is the process that prevents that bridge from burning out.
Managing sales leads implicates identifying which of all of the potential buyers are more likely to come to terms with your business. This process is complex. Lead management not only identifies those leads, but it educates them, engages with them and when it considers that they are well-suited for the company, it passes the ball from the Marketing people to the Sales ones.
What is the advantage of managing sales leads correctly? The advantage of doing this process in the right way is to improve the results of the lead generation efforts, make a contribution to more sales, and find buyers more fitted to your business.
Here is a list of a few things you need to do if you consider that your lead management process is not working at its maximum. Follow these steps and your system for managing sales leads will start flowing better.
The first thing you always need to do is to get to know your potential client and understand the game he is playing to find out in which part of the sales process he is currently at.
Your Marketing department has to identify the client's buyer type. To do so, there are two important criteria to keep in mind:
It is key that you can determine what are they looking for, and then analyze if and how you can help them by providing them with what you offer.
The best way to carry out this process is to create content, and with the analytics help, track where all your leads are coming from.
Once you figured out where that lead came from, you must start getting more relevant data about your prospect.
You will probably want to make use of your marketing analytics tools to find out more about them. If you can measure data like where they clicked or where they visited you, you will be closer to understanding better their interests, needs, and desires.
This is the part of the process where you decide whether the lead´s potential of acquiring your product or service is more or less likely to happen. Here is when you make the decisions, with the assistance of all the information you have already gathered.
Your decision of closing with a client will depend on many factors. Among them, the most relevant are the ones that match or do not match the client's information with your criteria of choosing.
The factors can change according to the needs and goals of your businesses, they are not universal. So think about what is important to your business and create that decision-making process around it.
Taking all the information you have recollected in the first three steps, now is the time to identify the client's position in the sales cycle. Now you must check where was it that they converted in the funnel. Was it at the beginning with the free trial you were offering or was it closer to the ending of it with the ebook you published?
You must see which leads are ready to be thrown to Sales, and which should be nurtured a little more through an appropriate lead campaign.
Your goal now is to ease the doubts they have. Your nurturing will be effective if you educate the leads on your product or service. How do you do that? Content, calls to action, promotions, cold calls, email, etc. Any method that you can think of, as long as it works (and it is legal). This is the phase where you talk the buyer into your product or service, getting them to keep going through the sales cycle.
Once you are positive that the lead is old enough to go by himself with the Sales folks, pass him on. You want to make sure that your business offer is fully grown on them since Sales people do not like to cope with leads that are still doubtful about purchasing.
Furthermore, you should ensure that the Marketing department sends over all the information they have about the lead´s activity, background, and anything else that might be useful to close them.
Before contacting them directly, your company needs to have in hand the lead´s business structure, what they aspire to achieve, their current products and/or services, their revenue model, etc.
Now is the time to track and measure the activity. The leads must be evaluated throughout the whole process. It is crucial making sure that the client moves along the sales cycle smoothly, without problems or hesitations caused by inefficient systems.
You must measure sales performance, marketing, and sales ROI if you do not want to lose valuable prospects on the road.
If you want to grow your company, managing sales leads properly and effectively is not something to ignore. If you follow these steps and build solid lead management processes, it is likely that your business revenue will increase and that you will get to that growth you have been wanting for some time.