How to keep your sales leads alive
 

How to keep your sales leads alive

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On the journey from suspect to sale, the jump from lead to opportunity is perhaps the most challenging. ...

On the journey from suspect to sale, the jump from lead to opportunity is perhaps the most challenging.
Keeping sales leads alive is a vital part of the sales and marketing process.
This presentation is in 3 sections:
1. Why do sales leads fail?
2. How to nurture leads so they are sales ready
3. What are the benefits of lead nurturing?
Further Knowledge Books, White Papers, Videos and Blogs are available from our website, www.scisalesgroup.com

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    How to keep your sales leads alive How to keep your sales leads alive Presentation Transcript

    • How to keep your sales leads alive
    • On the journey from suspect to sale, the jump from lead to opportunity is perhapsthe most challenging.Keeping sales leads alive is a vital part of the sales and marketing process.This presentation is in 3 sections:1. Why do sales leads fail?2. Tools, Timing and Techniques3. What are the benefits of nurture and recycling?How to keep your sales leads alive“ ”•••
    • Here’s the 3 main reasons that leads fail...Why do sales leads fail?“ ”•BANT – Budget, Authority, Need & TimescaleManagementFollow-up
    • BANT: Before a lead can become an opportunity it needs to have Budget,Authority, Need and Timescale.Most leads have just Authority and Need, but without Budget and Timescale theyare left ‘in limbo’ and eventually fall into the Sales Gap.Why do sales leads fail?“ ”••
    • Management: Bad management to be precise. In many firms, there’s no formalprocess to manage change and a lot of confusion over who controls sales leads.Why do sales leads fail?“ ”Source: B2B Marketing magazine, 2011 n = 228•
    • Why do sales leads fail?“ ”Follow-up: Or lack of follow-up. A staggering amount of leads are not progressed,yet they could be kept alive through recycling and nurture.Source: Sirius Decisions, 2011•
    • Tools, Timing and Technique“ ”Before deciding on the best method, let’s examine the most effective tools.Surprisingly, both Marketing Executives and Buyers agree on the two best.•Source: B2B Marketing magazine, 2011 n = 228SCi Sales Group, 2012 n = 200
    • Contact too frequently and buyers get annoyed, don’t call on time and they searchelsewhere. Timing is crucial and best left to the experts.•Tools, Timing and Technique“ ”200 Buyers were asked the following question:“After a call about an exciting product, you ask thesupplier to call back. If they don’t call, when do yousearch for alternative suppliers?”200 Buyers were asked the following question:“How frequently would you like your major suppliersto stay in touch with you?”Source: SCi Sales Group, 2012 n = 200
    • Tools, Timing and Technique“ ”Just a few points worth mentioning...•Your programme needs to...a)be part of a multi-channel, integrated campaignb)include scoring to escalate leadsc)preferably include content marketingContent Marketing and Lead Scoring are not part of this presentation.Please view our separate PowerPoint (bit.ly/ghkjhkj) or video (bit.ly/jgjhg)Now, let’s examine the techniques to keep your leads alive...i)Lead Nurturing; for lead generation longer than 30 daysii)Lead Recycling; for re-engaging dormant leads in your pipeline
    • Tools, Timing and Technique“ ”= Client activity= SCi Sales Group activityA sample lead nurture campaign. Note the content on days 5, 9, 16, 22 and 28.•
    • Now let’s take a look at lead recycling. The dormant leads are re-engaged,nurtured if necessary, and handed back to your Sales Team as re-qualified leads.•Tools, Timing and Technique“ ”
    • What are the benefits of nurture and recycling?“ ”Lead Nurturingi) Maintains momentum ready for the lead to be qualifiedii) Sustains contact if the lead is put on-holdiii) Ensures leads that drop to becomes prospects are re-engagedLead Recyclingi) Re-engages pipeline that might eventually be lostii) Gathers further sales and marketing intelligenceiii) Identifies leads that might need nurturing
    • Conclusion“ ”Why do sales leads fail?a) BANT: Leads are not qualified and fall into the sales gapb) Management: 65% of firms have no formal process to manage leadsc) Follow-up: 80% of leads are not followed-upTools, Timing and Techniquesi) Buyers & Sellers agree email and telemarketing are best toolsii) Timing is critical, leave it to the expertsiii) Nurture and recycling are effective when combined with scoring and contentWhat are the benefits of nurture and recycling?1) Nurture incubates leads until fully BANT qualified2) Recycling re-engages dormant leads
    • www.scisalesgroup.comEstablished in 2002, SCi Sales Group began life as aB2B telemarketing agency and has grown to become aleading sales acceleration specialist within EMEA.We have added other offline/online marketing tools toour portfolio, and can act as an outsourced extension ofyour sales force or a supplier of insourced sales talent.For further information, please visit our website or sign-up to our newsletter – www.scisalesgroup.com/contact