As the UK’s leading financial lead generation company, we supply leads to hundreds of different businesses. It doesn’t matter if they’re a blue chip with a big sales team or a self-employed broker, or if they sell mortgage products or funeral plans; what we notice time and time again is that successful lead buyers all display the same habits when it comes to working with leads.
To help you with marketing conversions in 2016 we’ve put together a list of the top five habits that our most successful buyers consistently adopt.
The first and most important predictor of conversion any kind of lead is how quickly the lead is followed up. Whilst this is true for any type of lead, it’s critical for real time enquiries. Studies have shown that a lead is up to nine times more likely to convert if contacted within the first five minutes. Similarly, 50% of sales go the first person to speak to a prospect. Successful buyers make sure they waste no time in contacting leads at the earliest opportunity.
What should you do if a lead doesn’t answer? Should you text or email or both? When you do speak to them do you try to get them to buy on the first call, or set another time for a consultation? What information should you send them? How long should you wait before following up? Successful lead buyers know the answers to all of these questions before they buy a single lead. They have a well thought out process for lead management, qualification, positioning, pitching and following up, which they constantly review and refine to become more efficient and effective.
Buyers rightly expect a level of accuracy and quality from purchased lead. But successful buyers understand that a lead is not a guaranteed sale; it’s an opportunity to have a conversation with someone who may be interested in speaking to them. That means that they have a good understanding of consultative selling and how to add value to the consumer. They know that ultimately, even with the best leads in the world, it’s up to them to make the leads work.
What happens when a lead doesn’t want to buy? Often, buyers will simply give up and move on to the next lead, claiming that the prospect ‘wasn’t interested’. The reality is that they are not interested in buying right at that moment. The savviest buyers make sure they keep in contact in the weeks, months and even years after an enquiry, staying in touch every month or so with a catch up call or email to build up trust and rapport. Then, when the prospect is finally ready to buy, the buyer is first in line as the person to call.
Successful buyers look at lead performance and their return on investment (ROI). They know that tracking their contact rates and conversions over time is the only reliable way to see if leads are profitable for them. They know that basing performance on a handful of leads is not a reliable indicator of future performance, good or bad. They try leads at low volume for several months and once they are satisfied their return is sensible, then they start to increase volume.
Colin Sykes is the Business Development Manager for E-Finity Leads
Contact him at firstname.lastname@example.org