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Businesses need a stream of opportunities and revenue in order to survive and grow, with every new revenue pound starting out as a lead.

Understanding the process involved when turning a lead or enquiry into a paying customer is therefore vital. A large part of this hinges on your sales lead management, but what exactly is it and why is it so important?

A process and methodology

Sales lead management is the process of capturing leads, tracking any activities and behaviour for those leads, qualifying them and giving them constant attention until they’re ready to buy.

The sales process you guide leads through should be pre-defined and easily understood by your sales teams. This way, you offer a consistent level of service and follow methods that more often than not help convert leads into successful sales.

Your processes should touch upon a number of important areas, each ensuring that a lead feels valued and understood while also helping to increase the likelihood of a lead converting.

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The sales process you guide leads through should be pre-defined and easily understood by your sales teams. This way, you offer a consistent level of service and follow methods that more often than not help convert leads into successful sales.

Effectively capturing leads

From contact forms on websites to responding to messaging apps and chatbot conversations, it’s important that you have as many avenues to capture data from leads as possible.

Sales lead management covers everything from capturing leads via email, web form, telephone and SMS, keeping a log of every interaction, ensuring they are the right target audience for your business and giving them all the information they need to make a purchase.

This process also helps to identify unsuitable leads. A lead might not be the right fit for your business for a number of reasons, including:

  • Location
  • Budget
  • Expectation
  • Timescale

Sales lead management allows you to have processes in place that allow you to identify the opportunities that are most suitable to your business and your skillset, helping to ensure you put your focus into the right leads and don’t chase any opportunities that aren’t right for you.

Contact and lead nurturing

Leads need to be worked on, and the most effective way to make a success of any lead generation is through effective lead distribution. This means putting the right leads in front of the right people.

Distribution can be done through a number of means, such as by staff availability, on a round robin basis or through customer location. Distribution ties into the lead nurturing phase. Not all leads are ready to buy, so leads who aren’t ready to buy are nurtured with additional marketing information or contact.

Nurturing a lead allows you to provide information and overcome any obstacles or barriers that might normally prevent a lead from converting. This can include asking questions to build a clearer picture of customer need or providing more evidence of your skillset to a lead to help highlight you being the right choice for a project.

Your lead management should allow you to assess and track the progress of a lead. This helps you to stay on top of which leads are progressing, which need to be chased up and which leads might have gone cold.

How can FLG help manage your business leads?

Understanding the importance of your sales lead management means you need to ensure you have processes and systems in place to make sure you engage and nurture any leads as effectively as possible.

This is where FLG can help. We provide a family of robust lead management tools that can:

  • Efficiently process your leads to help follow up and achieve more sales
  • Integrate with other software platforms, including MailChimp and Campaign Monitor
  • Use powerful workflows to automate your sales processes

If you’re interested in learning more about FLG Core, please take a look at our product page.

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