Getting a business contact or a business lead opens many doors for you. Literally. After the first door, there is another door you need to open. And another. And another... And after you've opened a few dozen of them, done a few dozen sales activities with the contacts, climbed to the highest level, fulfilled all the needs and wants... only then can a potential lead become a paying (and ideally also) loyal customer.
And I'm not exaggerating at all. See for yourself how many sales activities you need to do with your contacts on a daily basis to build active sales if you have a long sales cycle. As you can see, the first connection is definitely not a blank check that will ensure you a steady stream of orders. Far from it. Reaching out to a contact is just the beginning of a long journey.
Lead processing requires careful planning and a strategy that takes into account not only the needs of the customer but also the dynamics of the overall market. So what is the best way to approach the successful execution of a job and the acquisition of a new customer?
What is a lead?
A lead is not just contact information, as it might seem from the introduction. It is usually a potential customer who has already shown some form of interest in your company's products or services. For example, they may have filled out a form to book a free consultation, downloaded your e-book or other materials you have on your website, or connected with you on social media. In short, every lead is like a seed that needs the utmost care from the beginning in order to grow into a sturdy and fruitful tree. In our case, a profitable business.
How to develop business leads?
Developing business leads is not a one-time event. Don't count on sitting down at LinkedIn one day, sending out dozens of messages to all possible parties, writing a few comments and you'll be set for the next six months. That's not how it works.
To handle leads, you must have a comprehensive strategy that details the process of lead identification, segmentation and general lead management. You need it not only for yourself, but also for your sales reps and other people in the company. You can't do without (my favorite and much maligned) automated customer relationship management tool - CRM. With CRM, you get a complete overview of where you currently stand. You'll see all the information about potential leads together in it. It is therefore an essential tool for effective lead tracking and management. Without CRM, you simply won't get anywhere.
Sales Representative Strategy
While artificial intelligence allows us to automate many activities today, the human factor still plays a role in business. Every sales rep should therefore have a clearly defined strategy for working with leads. And they should stick to it. When contacting a potential customer, the speed of response to an enquiry or specific requirements is of utmost importance (of course, this depends on the length of your sales cycle and the nature of what you offer and what the customer expects), but also the ability to provide relevant information.
And most importantly... A sales representative should not give the impression of a pushy kitchen equipment salesman. On the contrary. The salesperson should earn the client's trust by his or her expertise, interest, well-targeted questions and efforts to achieve maximum client satisfaction. In other words, forget all the superlatives that characterise your offer. Get under the client's skin and play on the string that is currently the tightest.
Negotiation strategy and long-term care
Do you want to successfully fight your way from initial interest to signing a contract? Don't forget to fine-tune your negotiation strategy. I recommend being proactive and offering a solution to the problem right from the start. How can y o u help your contact meet their own KPIs? Start with a detailed analysis of the market, the customer and the position. If you can do this, you stand a good chance of succeeding.
But acquiring new customers is not just about closing deals. Building long-term relationships is also important. Customers like it when you take care of them. When they see that you care. They appreciate a great
customer service and all the attention you give them. That's what keeps them coming back to you.
Getting a business contact is just the beginning. Successfully turning a lead into a paying customer requires attention, a sound strategy, patience and, above all, thorough nurturing. Properly chosen sales and negotiation strategies will do wonders. See for yourself.