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How To Turn Your Lead Graveyard Into A Goldmine
Is your precious clue reduced to ashes?
After generating leads with a lead generation system, what happens to them?
A common mistake many business owners make is thinking that in order to sell more, they need to generate more leads. This is true, but can be an expensive path. A better solution is to convert more leads into buyers. how do you do it The answer is through effective follow-up marketing.
But most businesses aren’t very good at following up with leads and customers. There are many reasons for this (we’ll explore that later). But first, I want to ask you a few questions about your own follow-up practice. So get out a pencil and let’s get started. Now let’s be honest:
Is your lead tracking system disorganized (piles of business cards, scribbled in notebooks, etc.)? Is it taking more than a day or two to get back to prospects and customers? Did you forget to follow up? Have you ever been too busy to follow through? Have you let your hard-earned leads slip through the cracks? If people were genuinely interested in working with you, do you think they would call you back? Are you afraid of coming across as pushy if you follow up too many times? Do you mark a lead as “expired” until contacted at least 7 times? Are you sending the same sales and marketing message to all new leads? Do you spend a lot of time educating prospects instead of selling? Give yourself 1 point for each “yes” answer. If the score exceeds 3 points, subsequent failures need to be fixed.
Why aren’t companies following up?
– they forgot,
– they focus on hot leads,
– they think people will call back,
– they don’t want to be aggressive,
– they are unaware of the possible impact of proper follow-up,
Subsequent failures are costly
67% of leads generated from your website will tell you “no” today but will be ready to buy in the next 10-12 months – Gartner study
80% of prospects you consider “dead” buy within 24 months. – Decision of Sirius
How often should you follow up with a sale?
2% will be closed on the first call
3% will be closed on the second call
4% will close on the third call
10% will be closed on the 4th call
81% will close after the 5th call
When do salespeople stop following up?
48% stopped after the first call
24% stopped after the second call
12% stopped after the third call
6% stopped after the 4th call
10% stop after the 5th call
On a typical day, you might have 10 leads, 1 lead that closes immediately, 1 lead that you think is a hot or hot lead that a sales rep is actively working on, and about 80% or 8 leads that are cold, which is Meaning they are not yet eligible. Over the course of a year, this leaves you with around 2000 clues, which usually end up in the clue graveyard.
What happens to those 2,000 cold leads that your sales efforts didn’t follow?
They turned to dust!
So what happens when you fix subsequent failures?
What if you could only turn 20% of your leads into dust?
This will increase your sales by 400.
Let’s say our average sale price is $500. That’s $200,000 in additional income. This means that for the same campaign (for the same dollar spent), you more than double your sales. It’s like panning for gold and making sure you collect all the nuggets.
You can figure out for yourself what would happen if you closed 40% of your non-converting leads.
Is it time to stop letting your customers and prospects slip through your fingers?
What is effective follow-up? Follow up is good old fashioned hospitality and relationship building. Think of the local barber in your town and the long-standing trust and bond he has built with his local customers.
A follow-up is not a constant bombardment of sales calls.
Effective follow-up is a combination of media and different touchpoints such as email, direct mail, phone call, voicemail, fax or text.
If you don’t follow up, not only are you missing out on upsell opportunities, but you also don’t know if you have unhappy customers that could help improve your business.
With follow-ups, you can separate unhappy customers from satisfied customers and offer a different follow-up session for each. This can be a step in an overall customer loyalty program.
Sequence example for new customer
– Send a “thank you” email or letter. – Email customer satisfaction surveys. – Email valuable tips. – Offer to cross-sell and/or up-sell. – Ask for referrals. Make a “thank you” call. – Newsletter subscription available. – Put them in a customer nurturing sequence.
New lead generation campaign example
– Email (immediately): Send a free report.
– Email (Day 3): Offers additional resources and free reports to deepen relationships.
– Email (Day 5): Send additional tips and tricks.
– Postcard (Day 7): New free report available.
– Email (Day 14): Offers subscriptions to future reports and other value-added content.
By doing proper follow-up with leads and customers, and automating where possible, you can convert more leads into sales, get repeat sales from customers, and grow your business without adding staff. In short, grab your prospects and customers and don’t let them leave you.
The key now is to follow up properly with your business. to do this:
– Promise to follow up appropriately on your business.
– Schedule time to develop follow-up plans for prospects and customers.
– Find a system that can help you automate follow-up planning.
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