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Effective Selling: More Than Just Reaching Out

Inside Sales Lead Management Featured Article

Effective Selling: More Than Just Reaching Out
January 08, 2015

  By Rory J. Thompson, Web Editor

Any salesperson worth their salt knows the sales process merely starts with a lead, but by no means ends there. So how do you take something that one might consider a “hot lead’ and turn it into an actual signature on a contract?

A recent blog post from the GetApp Learning Center spells out some surprisingly obvious ways that savvy salespeople take that lead to the next logical step.

“Entrepreneurs are jumping on the opportunity to start data tracking businesses,” GetApp notes. “If you’re one of them, you should know that following up with leads is the key to keeping business going. This can sometimes get neglected when all the focus is on the software. But it’s critical. Lead management is huge.”

The blog notes that there is ample competition in the world of online apps, and that the sale usually goes to the swiftest. “Consumers do a simple Google (News - Alert) search, which reveals a seemingly endless list of options relating to their need. They then browse the websites of the first and maybe second page of results,” the blog points out. “Once they’ve narrowed it down to a few choices, they provide their email address and phone number to finally enter the Web application.”

From that point on, it’s a race to see who can get their info to the potential client the quickest. Think about your own experience: When you’re looking for something online, don’t you usually go for the top offerings on a Google page? The same principle applies to a sales lead. They’ve already done their legwork and research. Now they’re waiting for a contact.

GetApp points out that these are often called “touches”, and you may need to do up to seven or so before closing a sale. Such touches can includes emails, phone calls, direct mail and more. Just be sure to track each one and do your follow up.

In short, GetApp notes that you’re never going to convert every lead but with the right sales process you will definitely convert more of them. The keys to making a sale and keeping your head above water include quick Initial contact; seven total “touches” to the client; great Web-based educational material; good customer relationship management; and an effective email series.

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