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Sales leads are critical to businesses of any size, but unless they are nurtured effectively, then the cost and effort of acquiring these leads could be wasted and you could be missing out on converting them into sales.
To give you the best possible chance of converting every lead, you should be nurturing them throughout your sales funnel. Keeping in contact with your leads in a way that encourages them to stay engaged with your business is crucial. There are many reasons why it’s important to nurture your leads properly, as our advice shows.
Building trust and demonstrating value
Good lead nurturing does more than just try to create a sale. Your potential customers will interact with marketing material almost daily, whether that’s via a phone call, SMS, email or a radio advert. If your own marketing efforts are poorly implemented, poorly communicated, poorly designed, or poorly written, you risk coming off a little too desperate to earn a sale. Instead of generating interest in what you or your team are trying to sell, people might feel like you’re only interested in making a sale, and don’t care about them and their needs.
Your competitors will try to demonstrate their value, possibly to the same leads your team are targeting. This is why proper lead nurturing can put them or your call centre a cut above others.
Instead, your team should be demonstrating their value to potential customers and engaging with them as individuals. They could highlight the reasons to choose them over a competitor when they speak to a lead. Rather than just telling them to buy a product or service, for instance, they could show a person that it can provide them with solutions to problems that they might have. This could include highlighting the speed a claim can be processed or a customer can be paid.
Your competitors will try to demonstrate their value, possibly to the same leads your team are targeting. This is why proper lead nurturing can put them or your call centre a cut above others. Consistency, the quality of your approach, and a desire to build a relationship first, rather than simply sell a product, should be key to successfully converting your leads.
Nurturing to find new leads
If your team demonstrate value to leads and back this up with quality service, they can gain wider reach through referrals and word of mouth.
For example, leads might talk to friends or family who have similar issues and problems that your team could help with. If a member of your team leaves a lasting positive impression on a potential customer – from the way they spoke to them over the phone about a service they’re selling – the lead is more likely to think of them when a friend asks for advice where that service could help them too.
Don’t overwhelm leads
If your team don’t handle lead nurturing properly, they might cause leads to distance themselves and become less responsive to your sales techniques, making them less likely to convert to a sale.
For example, if a call centre salesperson contacts a lead too frequently in a very short space of time, they might feel highly pressured to make a quick decision. The lead might feel like the caller is just desperate to make a sale, rather than showing why the service or product they are trying to sell is a solution to an issue or problem they might be facing.
Ineffective lead nurturing can cause fewer leads to consider converting, and might create a negative impression of the service or product your team are trying to sell. On the other hand, effective lead nurturing can:
- Keep leads engaged during a sales call
- Continually demonstrate a salesperson’s knowledge and expertise of the product or service they’re selling
- Highlight the features and benefits of those products and services
Helping your team nurture leads as effectively as possible
Nurturing leads is a critical part of the sales process to successfully convert a lead to a sale. Ensuring your team manage and nurture the right leads to fully engage with potential customers is key, so it makes sense to have software than can help.
FLG’s dedicated software can help make lead management easier to handle, which, in turn, helps your team focus their efforts on the best possible leads to track and pursue. Our toolset can:
- Efficiently process leads to help a team follow up and achieve more sales
- Integrate with other software platforms, including Trello, MailChimp, Quickbooks, and Campaign Monitor
- Use powerful workflows to automate call centre sales processes
If you’d like to learn more about FLG and how it can benefit your business, take a look at our FLG Core page.