50% of qualified leads will be unwilling to purchase from your organization, according to Neil Patel. This means that half of your efforts for lead generation will be futile, and the success rate of the other half will depend on how you approach the situation. Sure, you can bombard the rest of your leads with calls and emails urging them to buy from your organization, but this is one of the easiest ways to shift a lead to the side of the competition.
While such aggressive efforts will mean a nuisance to the potential customer, they will only lead to a loss on your side as you spend both time and resources towards influencing the purchasing decision of such leads. As a result, tweaking your telemarketing strategy to fit your buyer personas will play a pivotal role in influencing the effectiveness of your efforts.
Here are a few insightful ways to change how you approach lead generation:
Use a Diverse Lead Generation Approach
One call might not be enough to turn the mindset of your potential customer, and you will need to conduct follow up calls, according to Ameridial. While calls are effective in lead nurturing, it is not every time that you will manage to reach out to a customer over the phone. In such instances, sending a text, and email or even contacting them through Linkedin might suffice.
Such a simple approach can be effective especially in situations where a prospect might appreciate to be contacted in a more subtle way, other than calling them. However, there should be some time between contact efforts as trying to reach out to leads using all methods at the same time might be perceived as borderline creepy. Remember, the aim is to nurture the lead, not to piss them off.
Have a Lead Rating System
Not all leads are equal, and finding a way to differentiate between the different leads is wise. While some leads will want to be contacted soon to make the sale, others might not be interested at all in your product. You should, therefore, rate the leads according to how they respond to the call.
For instance, you can rate them as either ‘hot’ or ‘cold’ or as ‘A, B, or C.’ at least divide them into these three groups:
- Leads that are interested in your products and would like to make the purchase immediately. They should also have the budget needed.
- Prospects who, though interested in your deal, might not be ready to make the purchase but could be ready to do so in the future.
- Prospects who might not necessarily be interested in the offer but would still wish you to leave some information for future reference.
Since follow-ups play a pivotal role in lead nurturing and the eventual purchasing decision, rating leads will offer you a way to prioritize the follow-up list.
Favor Communication Among Departments
The end goal of your organization is to make a sale, and anything that goes against this should be avoided. Departments such as the lead generation and sales department need to work in tandem to achieve success, though they both have different functions. The sales department should provide the lead generation department (or your team of telemarketers) with enough information on the target customer.
On the other hand, the lead generation department should offer the sales team insights on any tweaks they need to make to increase sales. Due to conflicts of interest, however, it can be quite common for the leaders of such departments to cut communication with each other – a recipe for disaster. Instead, you should encourage such departments to commit to weekly or monthly meetings to align goals and increase the chances of making sales.
Keep the Approach Simple
Clarity is key when making a lead generation call. From the first second, your business’s call representative should ensure that the prospect understands what the call entails. Instead of reading from the script word for word, they should look to add some personalization into the message they are delivering. Telemarketing scripts should be used as guides rather than the entire process.
Leads mean nothing unless they are turned into customers. The trick lies in the strategies that you commit to when calling such prospects. Use the insights above to improve the success rate of your lead generation efforts.
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- Outsourcing Your Lead Generation Needs
- The Dangers of Using the Wrong Lead Generation Tool
- How to Deal with Purchasing Managers
- The Leadership Challenge of Four Generations in the Workplace