It is way harder to generate a lead from outbound efforts, so once an inbound lead comes in, you are ecstatic. You built a great base for your business, and people are starting to seek out your expertise, instead of you begging them for an opportunity.
Let’s say, a CEO at a huge company just filled out a contact form on your web page, indicating that he is really interested in what you have to offer. What are you suppose to do next? Most often than not, the answer is absolutely nothing. It is likely that this valuable lead is just going to sit for days without any attention before someone is able to pick up the phone and call that CEO to begin the lead nurturingprocess.
Is this an effective strategy? Think about it… a huge opportunity has presented itself in the form of a new lead, and it’s attention takes a back seat to other “priorities” until someone has “enough time” to follow up.You’ve done a great job with lead generation. Inbound leads offer the most value because they are already qualified and have shown interest in your business, which makes it easier to close the deal. That is why inbound leads are the highest converting leads and should be shown the attention they deserve.
This is dandy and all, but inbound leads is useless if your team does not engage with them in the correct manner. Your sales team needs to move fast and effective, or else the value of that inbound lead diminishes.
Here are a couple tips and tricks to follow to effectively engage leads and convert them to sales opportunities.
TIPS TO ENGAGING INBOUND LEADS
Set up an automated email workflow
The quickest way to connect with a lead is to shoot them an email the second they request anything from your business. The best way to do this is to set up an email workflow associated with each form on your web page. Once someone submits an inquiry, an email will automatically be waiting in their inbox. This workflow should provide value, not ask for it. It should thank the lead for their request and notify them when you will be getting in contact with them. This way, the lead doesn’t feel like they have been forgotten. Unfortunately, only about 20% of your leads are going to answer your phone call. Don’t give up. Have a process to keep in touch with them via email workflows and scheduled phone calls.
Quickly assign leads
If a lead is sitting in the queue for a while before someone is able to call them, then you are losing out on a valuable opportunity. The lead should be contacted ASAP. Sometimes this may be hard, but that is why you should set up an automated email, as discussed earlier. Make sure your team is prioritizing leads the right way. Instead of working from oldest to newest leads, start with the fresh ones. This is more effective, as fresher leads will have a higher chance of converting. Make sure to push inbound leads to the front of the line every single time, especially in front of outbound leads.
You only get one chance at a first impression. Do some research on your inbound lead before reaching out to them. Make sure you know a little background on their business, what role your lead has in their company, their goals, and other news and relevant information regarding their business. This way, you will be well equipped to answer any specific questions, and you can increase your credibility.
Arm yourself with as much information as you can to ensure that you are engaging with inbound leads effectively and are able to move them down the sales funnel. Make sure you know exactly which forms they filled out, what they are trying to accomplish, and what marketing materials they have already acquired.
Do not make your prospects feel as if they are just another piece of sand on the beach. The more personal you can be, the better. Make sure each prospect has one representative that is taking care of them, not thirty. The easiest way to build trust is to be personable and foster a connection with your prospects that lets them know that you actually care about them. Your success is going to be based on the experience your prospect has, and is formed on every interaction and touch point.
It is a lot easier to lose trust than to build it. That being said, it is important to build that trust with your prospects and make sure you don’t lose it. You want to be seen as an extension of their team, not just another vendor.
The number one rule regarding prospects and leads is to provide value at the beginning, not ask for it. An inbound lead has already expressed interest with your company, and it is your job to cater to their needs and wants by providing as much education as you can. Be an educator and empower people, do not ignore them. Use content to educate your prospects as they move down the sales funnel.
Inbound leads are valuable, and it is important to engage them effectively. Sign up for a free consultation on how to not only generate more leads for your business, but how to properly move them down the sales funnel.