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Allocate responsibility
Normally, the marketing department generates leads and the sales department follows up. It is important for the two departments to work together to integrate their activities and ensure that the company focuses on the kind of high-quality prospects it really needs.
Sales departments frequently complain about the quantity and quality of leads. They want as many leads as possible so that the final number of new sales is high; however, they may also com-plain if too many of the leads are of poor quality and do not meet the right criteria. Collecting a large number of high-quality leads can be a difficult balancing act.
Some sales teams prefer to do their own qualifying, while others prefer to leave that to others so that they can concentrate on face-to-face meetings with prospects.
Back the sales team with telemarketing
Telemarketing can be used to enhance the performance and productivity of the sales-force. The telemarketing team can be responsible for following up sales leads, qualifying prospects, setting up appointments, and maintaining contact with longer-term prospects. This frees the salesforce for increasing the number of face-to-face meetings and for concentrating on the most likely prospects.
The integration of telemarketing with the salesforce can play an important part in reducing overall sales costs. The cost of keeping a sales team on the road continues to soar, and it may not always represent the most cost-effective way of reaching the right people.
Track progress
It is essential to track progress at each stage of the conversion process. If the prospect is important, you may wish to allocate additional resources to win the business. If a prospect is of only minor importance but is taking time and resources, you may want to refocus the efforts of the salesforce. The progress from initial lead to customer goes through a number of stages:
- raw lead: an initial enquiry from any source
- suspect: an enquiry that has been qualified and has the potential to become a paying customer
- prospect: a lead that has been qualified in more detail
- inactive lead: a prospect who will not buy now but has future potential
- dead lead: a prospect who has little potential to become a customer
customer
You might also include lapsed customers in this process as a source of qualified leads.
Choose the right contact frequency
A single mailshot, telephone call, or direct response advertisement may produce results, but a series of quality contacts will have greater impact and ensure you meet your response targets. Multiple direct marketing activities raise levels of awareness with each contact, follow up contacts who have not responded, and move individual respondents further along the decision-making process.
Use personalized contact
Personalized one-to-one mailings are an ideal form of communication for companies with detailed information on their prospects. The letter reflects the individual prospect’s main interests and concerns, and the offer can be tailored to the prospect’s needs. Subsequent mailings can build an individual relationship with the prospect.
WHAT TO AVOID
Focusing on the wrong prospects
Sales teams have a natural tendency to deal with friendly prospects and avoid the difficult ones. From a business perspective, however, they may be dealing with the wrong people. The qualifying process should be used to identify the most important prospects in order to improve the targeting of the salesforce.
Poor management
Lead conversion can be a long, complicated process, so it is essential to monitor progress and manage the program carefully. Lead conversion can use a lot of salesforce and telemarketing resources, and careful planning can make sure that it is carried out effectively.
Putting all the burden on the salesforce
In some organisations, the salesforce is given total responsibility for generating leads, qualifying them, and converting them into sales. This may not represent the best use of salesforce resources. Telemarketing or other tools can be used to supplement the salesforce and take over routine tasks.
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