One of your visitors has filled out one of your forms! The first stage is underway we must now approach this lead, in several stages, to have more chances of transforming it into a client.
Do you want to discover the best techniques to convert your incoming business leads into customers? As a B2B professional, you must apply a strategy defined in advance to optimize your chances of transforming your prospects. Good news, today we present to you our expert advice and the 5 key steps to correctly approach an incoming commercial lead.
Why treat incoming sales leads?
Whether you have chosen to focus on content marketing by publishing articles and white papers on your blog, or you prefer to go through a business intermediary, you must take care of your leads when they reach you. You wonder why?
Relaunching a visitor within 5-6 minutes following an online request for information multiplies your chances by 9 by turning them into a customer.
Simply put, think of your leads as plants. Imagine having several potted plants delivered to you during the day. If you leave them lying around in the delivery shed before placing them in a suitable place, they will wilt, dry out, and their flowers will wilt.
If, on the contrary, on each delivery, you take the time to place your plant in a suitable place, and you bring it a little water, even fertilizer, it will quickly regain its initial freshness. For incoming business leads, it’s pretty much the same. Taking care of your leads when they are perfectly hot will allow you to have a better transformation rate, and therefore a better return on investment.
Decision-makers will be all the more sensitive to your proposal if they can easily project themselves into it. To do this, personalize your answer as much as possible.
What would you do in a business meeting? It would never occur to you to deliver exactly the same sales pitch to two different prospects! The job of a salesperson is to personalize their approach to the contact: it is also your mission when you respond to a call for tenders.
Incoming B2B Leads: The 5 Key Steps
Do you want to learn how to properly welcome your incoming leads to boost your ability to turn them into customers? Perfect, these are the 5 steps to follow!
Before you even contact your lead, you need to know who you’re dealing with. For this, you will have to analyze the different data collected by your website. One of the best ways to find out where your lead is in the sales funnel is scoring. Once the scores have been assigned, you can prioritize your contacts according to their degree of urgency.
Also, remember to find out about the news of your prospect’s business, this could give you ideas of his possible needs. Don’t hesitate to take a look at Linkedin, the social network is a precious source of information, or follow the news on the company’s blog.
2- Be responsive-
As you have just seen with our example, incoming leads are fragile. To get the most out of them, and thus make the efforts you have made to obtain them profitable, you must, therefore, be extremely reactive when a prospect commits to making contact.
3- Treat your first contact
If you have set up a scoring system for your leads to determine their position in the sales funnel, you can easily define the first method of contact. Whether you opt for a phone call or a reminder by email, you must make sure that this first contact is as relevant as possible by segmenting your leads according to their maturity and adapting your business scenario.
4- Analyze the reaction
Have you chosen to pick up the phone to speak with a lead who seems very promising? It’s time to open your ears wide. Listening to your prospect well will allow you to pinpoint their needs with precision, and to offer them real solutions to their problems.
Have you opted to send an email? Analyzing your lead’s reaction will be just as important! Thanks to the study of the data collected by your email campaign (click rate, opening rate, scroll rate, etc.) you will be able to determine how mature your prospect is and what subjects interest him. the most, to refine your next shipment.
5- Feed your lead
You may be wondering why you should continue to feed your exchanges with your prospect beyond the first call or the first email? The answer is very simple: 80% of sales are made after 5 contacts with the customer. The best solution to gently but surely transform your lead into a customer: lead nurturing! We invite you to discover our article on lead nurturing if you want to know more about this surprisingly effective web marketing technique.
Attracting visitors to your B2B site and generating leads is not enough. Having the right attitude and relevant reflexes when dealing with incoming business leads is vital to creating a conversion. If you neglect this step, all the work done upstream to harvest these leads will be wasted.
Digvijay Rajdaan is Marketing Manager at Design By Lavassa and has served as the Head of Conversion Marketing at Planet Web Solution. He’s an expert in inbound marketing and lead generation.