Fix Sales Lead Follow Up Failure with Ghost Chili Promotions
Best Practice Guide To Closing Leads March 2012
1. Best Practice Guide to Closing Leads
A guide to creating a top lead
generation strategy to increase sales
2. Lead Audit Results
Lead Audit
Leads 50
Leads Closed 5 10%
Not Interested in offer/Signed with Competitor 13 26%
Interested, but never received follow up 8 16%
Interested, but received sporadic follow up 19 38%
Contact in 3 months 5 10%
Total 50
Viable Leads 32 64%
4. “A merchant, who is in the market to buy a product or a
service and is somewhere along the buying cycle
and is willing to discuss with vendor(s).”
Blindbid
5. “A Lead = Future Customer” – Brian Carroll
Lead Generation Consultant and author of Lead
Generation for the Complex Sale
10. Types Of Leads
1. Hot Lead – Quick Close – Immediate action.
3. Pending Close Leads – Leads that tend to close within a
month.
5. Short Term lead – Leads that close within 3 to 6 months.
7. Long Term Leads – Leads that close within six months to a
year.
9. Dormant Leads – Leads where the merchants have gone with
a competitor or have said they are not interested.
11. Dead Leads – leads where the merchant went out of business
or requested not to be contacted any longer.
12. Everyone wants the 9-12 O'clock lead. Those are the
ones that close the quickest with the least effort.
These type of leads make up only a small
fraction of the leads out there.
14. Without a lead closing strategy, you’ll only close 10% of the
leads. You will be like95% of all the other sales
organizations, chasing after the
low hanging fruit.
15. A lead closing strategy moves the merchant along
the business cycle to close. You can increase
your sales by 200% or more.
16. Systemic Follow Up is Critical
99% of all sales people stop calling or sending information to a prospect after the 3rd
unsuccessful attempt at getting the sales process started or moving forward.
75% of all first time appointments or events with prospective buyers happen after
the 4th call, email or face to face contact.
17. Leadpipeline Part 1
Leads Per
Lead Pile Up Month Closes Sales
Leads Per month 30 Tip: The only way to avoid
lead pile up is to use a CRM
Agent 1 efficiently.
Month 1 30 10% 3
Carry Over 0
Month 2 30 15% 5
Carry Over 0
Month 3 30 15% 5
Carry Over 0
Month 4 30 15% 5
Carry Over 0
Month 5 30 15% 5
Carry Over 0
Month 6 30 15% 5
Carry Over 0
Leads in Pipeline 0 26
Total Leads 180 14%
18. Lead Pipeline Part 2
Deals in Carryover Carryover Carryover Carryover Carryover
Total Closed
Lead Pile Up Leads Per Deal 1st Close Close Close Close Close
Leads
Month Closes Month Month 2 Month 3 Month 4 Month 5 Month 6
Leads Per month 30 12% 6.0% 3.00% 1.50% 1% 0.5%
4 2 1 0 0 0 7
Agent 1
Month 1 30 4
Carry Over 26
Month 2 56 5
Carry Over 51
Month 3 81 7
Carry Over 74
Month 4 104 10
Carry Over 94
Month 5 124 12
Carry Over 111
Month 6 141 15
Carry Over 126
Leads in Pipeline 126
Total Leads 180 54 30%
Tip: The only way to avoid
lead pile up is to use a CRM
efficiently.
20. came out with its Tablet PC in 2000 and sold
a few hundred thousand in 12 years and has
discontinued its models.
came out with its Tablet PC in 2009, the
Ipad, and has sold 55 million to date.
22. had a 9 year headstart in the market
and was not able to capitalize.
23. came up with the right technology and strategy to
move the consumer along the buying cycle, because the
need was always there. Apple met that need.
DID NOT
25. Drip Marketing:
Remain Relevant but not intrusive
A marketing strategy comprised of sending a
D – Disciplined continuous series of well articulated
marketing campaigns via phone, email,
R – Repeatable
letters, newsletters, and press releases.
I – Interrelated
P – Process
Drip Marketing by Glenn Fallavollita
26. 10 Keys
To
A Successful Lead Generation Campaign
27. 10 Keys to a successful lead generation
campaign
• Sustain Calling - It may take 8 to 19 calls to reach a
decision-maker.
• Make every call count by building relationship and
credibility. Three types of contacts. Sales,
Educational, informational.
• Be persistent – it may take 15 to 30 contacts (phone,
email, fax, letter etc.) to close a lead.
• Throw out the scripts. You want to position yourself as
an expert in the industry and build trust.
• Always be relevant- Valid reason for calling and desire
to help.
28. 10 Keys to a successful lead generation
campaign continued
• Gain Opt-in for email and even faxes.
• Always follow up. Keep follow up calls brief. A
minute or less.
• Be prepared with a unique selling position. Make
your offer stand out.
• Superior Value vs. Perceived value
• Update your CRM after every contact. Track your
progress.
29. Lead Closing Tips: Email Topics
• Sales – why the prospect needs to buy from you and
why now. Add Urgency: Free offer or 50% offer
until a specified date.
• Informational – Your company newsletter. New
product or service your company is offering now.
Ask your prospect to “like” your facebook page.
• Educational – Industry news. How new technology
affects small merchants. How new legislation
impacts your prospect. The Durbin Amendment.
The Goal: All the emails should move the prospect towards the close
by building the relationship through credibility and trust.
30. Lead Closing Tips: Email Frequency
Neiman Marcus sent 500 emails to their customers last year. That is 1.37
emails per day. That is way too much. Do not over saturate your prospects.
Be relevant but not intrusive.
32. Lead Closing Tips: Calling Tips
Three Topic Rule:
Sales: I’m calling to follow up on the application I sent you yesterday and to
answer any questions?
Informational: I wanted to let you know about our facebook page? Can I
send you a copy of our newsletter, it is full of great small business tips.
Educational: I’m just calling to let you know about how the new federal
legislation will impact your business. As a courtesy, I’d like to send you our
whitepaper about it.
33. Lead Closing Tips: Calling Tips 2
Keep Follow Up calls brief. 1 minute or less. If the calls
go on longer it should be because the prospect is
continuing the discussion.
Best Times to Call: 8-9 AM, 12PM – 1PM, 4-6 PM during
the prospect’s time zone. Not yours.
35. Time Allocation
Most sales organizations allocate 90% of their time on hot leads
and 10% on everything else. More time should be
allocated to other categories of leads to push
them along the buying cycle. Remember
that hot leads are only about
10% of your leads.
37. Proper Steps to Close
1. Persistence – Drip Marketing
2. Organization
3. Using labor saving Technology – CRM –
Email Robots
38. Perceived Value and Credibility
You may have the best product in the world, but if no one
believes it, you won’t sell.
The buyer’s view - Make him see what you see. It’s a matter of
perspective.
Credibility is the way to gain buyer’s buy in. You establish
credibility through trust and knowledge.
Be an expert in your field.
