Lead management: what is it and how to do it with these 6 actions?
Lead management, when done correctly, makes companies save time, optimize expenses and, of course, sell more. For this, however, it is necessary to be careful and adopt some strategies along the journey. A mistake, no matter how small, can put the sale to a loss.
Keeping track of what’s happening in your sales funnel is essential. In fact, indispensable.
This is where you have a complete view of how your process is performing and how fluid your salespeople’s routine is.
When you get that, you’re on your way to truly assertive lead management.
But, there are some details, some strategies and actions that make you convert potential customers into actual customers.
More than just managing leads, then, you’ll be taking it a step further: generating value for it with every interaction.
And how to do this?
Well, that’s the “X” of the matter for your lead management to convert more leads into customers.
We’ll talk about that from now on in this text.
The most common problems in managing lead in companies
Unfortunately, you are not always able to correctly manage leads within the pipeline.
It’s not uncommon for potential businesses to become inactive simply because they haven’t had contact with anyone on their team.
And then the opportunities just don’t evolve. Your prospects get stuck at some specific step within the funnel.
Before taking action, the first thing you need to do is understand why you can’t move those leads to the next steps in the pipeline.
With a little research, looking at your CRM reports, it’s likely that you’ll be able to link this issue to some specific cause.
You are not reaching the right person
Let’s say you are prospecting right. Your marketing strategies attract people who are fit with the business.
However, we are not always negotiating with the decision maker. With that person within the company who makes the decision and “hits the hammer”.
And not being able to get to him, or at least get the message to impact him in the right way, is something that can stop your leads from moving on to the purchase.
So, you have to insist (politely, of course). Show the importance, for the person you are negotiating, of having the decision-maker participate in the sales demonstration, for example.
Another point that makes you not able to reach the right person is when the lead converts, in your form, with an email that you don’t use very often.
It’s a double problem actually:
- Your message is not getting in front of the people who need to see it;
- Your conversion rate will plummet, which can compromise your numbers at the end of a month.
See your email bounce rates. If they’re high, it’s an indicator that you’re not selling to the right person.
Or is selling to anyone, actually.
There is a problem with your solution
Another reason a potential customer can get stuck in the first steps of the funnel and compromise your lead management is in the solution you offer.
People may feel that it’s either too expensive or, in reality, they don’t really need it that much.
This could be because, for example, your content offered on the landing page was really good, instructive and worth downloading – even if the customer didn’t feel like buying.
Whatever the case, however, it is important to find and fix any issues that are beyond your control.
In the case above, maybe you should make a specific email flow to those people who don’t open one or two of your messages.
If you offer a free trial for a few days and find that after 2 or 3 days the prospect has no longer accessed your account, do your best to reduce this friction.
It’s time to pick up the phone and call and discover the reasons for the lack of interest and better appropriate the difficulties.
If you didn’t put a field in the first conversion form asking for the customer’s phone number, no problem.
Make a complementary form before creating the account asking for his number – preferably What Sapp.
Your potential customer is not ready yet
It may be that the prospect is still unsure whether they want to make a change to their current supplier or simply start buying from you.
Most people, in fact, won’t be ready the next minute they join your pipeline.
Because of this, you should focus efforts on nutrition and qualification, both in the marketing funnel and in the pre-sales funnel.
Failure to do so may cause the lead to be distrusted. A trusting relationship builds little by little.
With each contact-generating value, adding something new. If you don’t, well… good luck getting the sale.
6 Lead Management Tips to Drive the Customer to Buy
Once you know what keeps your prospects from continuing on their buying journey to the final stage, there’s another challenge.
How do you remove these obstacles, improve lead management, and make them truly customers?
The good news is that there are some strategies you can put in place to regain fluidity in the sales funnel.
We selected 6 of them to help your company’s sales routine.
1 – Sharpen your communication strategy
What is your strategy for communicating with potential customers at all stages of your company’s pipeline?
Sending a weekly email, such as your newsletter, for example, is not enough. After all, you want to encourage them to buy.
First, think about your sales process as a whole, and what your leads need at every step.
Then segment those leads into different lists. For each of them, a strategy that meets the curiosities, concerns and objections that may exist.
According to a study published by Mail Chimp, segmentation is an important factor in the success of any email marketing campaign.
Research shows that campaigns with well-targeted lists got 100% more clicks compared to those without targeting.
That is, if you have more clicks, you will soon have more sales.
2 – Know your leads well
Are your leads just taking a peek and possibly considering purchasing your solution or is your product really something they need as soon as possible?
If leads are stagnant in your marketing funnel without converting to your trial, for example, they might not need you all that much. At least for now.
Or suddenly you’re not talking to the person responsible for making the purchasing decision, and communication has somehow broken down along the way.
Knowing all of this allows you to understand exactly how to nurture leads. What content and what tone of voice to use, for example.
Understanding what stage in the customer journey your prospects are at is, without a doubt, a good practice in lead management.
It helps to be assertive in the contacts made. Delivering the value he needs, in the time and format needed.
You can find out what your leads are thinking by asking them to respond to an email or submit a survey.
For new leads generated, consider setting up a form to easily collect responses and have accurate information.
- questioning in the qualification stage, with the SDR triggering an email or message via What Sapp;
- Apply a complementary form before creating the trial account in your tool.
3 – Look for steps with low conversion
Perhaps many of your potential customers get stuck at a certain stage in the pipeline and don’t evolve.
In this case, it is necessary to stop for a moment, call the entire sales force of the company and review the processes.
A sales meeting, with whom you deal with the customer on a daily basis, helps you understand how to fix the steps that hold up your process.
Think of two things:
- What is actually happening in your process?
- What could be happening to your leads not moving forward?
From there, consider a few points:
- What are the goals and objectives for each step in the sales process?
- How close are you or your customers to achieving these goals?
- What can you do to make it easier for your leads to step up and make the purchase decision?
4 – Offer help
You have identified that at a certain step in the funnel the conversion rate is low.
So what kind of help can you offer them to qualify their lead management?
Maybe you need to educate them a little more. Think about good content in text, audio and video.
You can do collective demonstrations with leads from the same segment to reinforce the importance of your solution in their strategy, for example.
Think about the resources you have today and build something that will help your funnel flow better.
Get the sales team to talk to the marketing team. The first needs to demand content for the second, based on customer pain.
It’s critical that your action builds the prospect’s trust in you – not the other way around.
Take advantage of your CRM’s automatic actions, create a new stage within the pre-sales funnel and, by dragging the opportunity there, and trigger a pre-configured email with this material.
It can be a video, for example, reinforcing some specificity of your service that really makes sense for each type of customer.
Anyway, see how you can help him better understand why he needs your solution – and why he needs it now.
5 – Create urgency
If your prospect doesn’t feel the urge to make the purchase, you need to act.
Trigger some mental triggers and set an expiration date for your business proposal, for example.
Or, put an exclusive promotion on the condition that he signs the contract immediately.
Experian conducted a survey and found that adding urgency to your email marketing actions results in:
- 14% higher opening rates;
- 59% higher click-through rates;
- 2x more sales made due to this strategy.
To further optimize this strategy, clearly include the offer and deadline in the body of the email.
But, of course: be careful when taking this action. She, first, needs to configure a real urgency.
That is, you really need to have a sales promotion for a limited time.
Or a condition that is actually special for closing with that customer.
Communicating that this is a differentiated offer with an expiration date and keeping it active after the deadline for days or weeks is a surefire formula for losing credibility.
6 – Ask questions
You still haven’t got any leads to close the deal? Maybe it’s time to listen more than talk.
In fact, on lead qualifying calls, ask questions that you can actually elicit information that will help you understand their problem or hesitation.
It is important to set up a qualification form within your CRM to guide you through the mandatory questions for this step.
Sending an email with a short, to-the-point question (or What Sapp message) after the call can also help you supplement the data you have.
One way or another you necessarily need to understand what objections your customers usually have and act on them.
Only then will you manage leads correctly and convert your efforts into more deals done.
So, how can we help you?
Enjoy and read two articles that will help you convert more leads into sales.
The first talks about how to get around the sales objections that invariably come up in your company.
The second one brings some important negotiation techniques to be applied.
Lead management, when done correctly, makes companies save time, optimize expenses and, of course, sell more. For this, however, it is necessary to be careful and adopt some strategies along the journey. A mistake, no matter how small, can put the sale to a loss. Keeping track of what’s happening in your sales funnel is essential. In fact,…