October 29, 2017
Managing a team comes with a whole set of systems and complexities that we have to balance. Lead generation is a huge part of that. But more importantly, what are we doing to turn those leads into business? We all know, It’s much easier to double your business by doubling your conversion rate than by doubling your traffic. Ask these five critical questions to ensure your team is making the most of the lead gen & conversion process.
Do you have a nurture system for all leads?
First, do you have a system in place that ensures you are nurturing all of your leads? We aren’t just talking about your hot or urgent leads, either. Ensuring you have a clear qualification process is super important. Once qualified, it should be obvious which ones are handed off to the team, and which ones are added to a longer term nurturing plan. Too often we skip the qualification process altogether, and hand leads directly to a team member. Not properly qualifying and nurturing leads is the number one reason so many fall through the cracks.
79% of leads never convert into sales, mostly because of a lack of lead nurturing. (MarketingSherpa)
Who is buried in your inbox?
The next question is: do you know where those cracks in the process are? Most likely, they are tied to your email systems. If we aren’t syncing our leads and contacts into a CRM or a nurture system, they are likely getting buried in our in box. Most of us spend over half our day on emails, and a ton of really important stuff (like leads!) can get lost in there. Even instituting a tool like Slack into your team communication can help avoid leads ending up in a black hole.
Do you have a plan for when the team is at capacity?
Next question: do you have a plan for capacity issues? When it gets really busy and everyone on the team is working at capacity – what’s the overflow plan? Determine in advance which tools will help you manage your time when this happens. Ensure your team has a strategy for these situations. Remember, most leads are followed up with once or twice, then tossed into the “bad lead” bucket. The reality is that a majority of those leads go on to buy, but we need systems in place to stay in touch with them.
Can you both define and track your success?
Fourth question: can you track your success? Do you know when your systems are working and when they are not? The first step is to clearly define what success looks like, using metrics that everyone on the team can easily identify. It doesn’t have to be complicated. You might start by choosing three areas you want to focus on, such as conversion speed, conversion rate, and the amount of engagement on your communications. Ensure that everyone on the team is on the same page and is tracking the same things. This makes team goal setting super easy, and lets you identify where the holes are more quickly.
Are you creating long-term relationships?
Last question: are you extending your customer relationships beyond the sale or the referral? The very best way to do this is to personalize the process. It’s a long-term relationship, and it has to entail more than dry, pre-written drip campaigns. Building in personal communication into the post-sale process is key.
Lead generation is the name of the game. But converting leads into relationships and business transactions is far more important. A few simple systems that the entire team can get behind is going to go a long way. With these five systems, your team will work far more cohesively and be better able to identify challenges and successes. A team is only as good as it’s weakest link. Don’t let the lack of systems be that weak link.