Question

Topic: Strategy

Lead Capture And Conversion

Posted by Anonymous on 1/5/2009 at 12:20 PM ET 500 Points
Over the past 3+ months, I have successfully built up a database of about 2000 or so names. These have come from multiple sources including a list purchase and inbound leads to our website. I realize that depending on the source of the lead and what made them complete a form may have some beering their phase in the buying cycle, however, i am coming into situations where leads are completing forms, stating that are in 'pain' from their current solution, telling us exactly why, yet do not respond to emails or pick up the phone. I am confused as to why an individual (several in this case) would go to such lengths. I understand a handful here and there. But I am getting this from a wide majority.

Any thoughts as to what I can do to improve results and hand some good leads over to sales? What strategies can we possibly implement to engage with inbound leads and third-party acquired?

Thanks in advance!
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RESPONSES

  • Posted by michael on 1/5/2009 at 12:30 PM Accepted
    Christina,

    I'm assuming you're asking how they want to be contacted? And what their time frame is?

    Honestly, sometimes prospects use these forms to vent...thinking somehow this will change their problems with the current vendor. So, the pain is not painful enough to overcome the change required to relieve the pain.

    I would encourage you to do a follow-up to aquire more information. If they give more info, they're a better prospect.

    Don't forget that not all salespeople are good at following up on leads. Might need to focus there also.

    Michael

  • Posted by CarolBlaha on 1/5/2009 at 12:39 PM Accepted
    Its not you, its just sales. They want to be pursued, they want to be sold. It can be frustrating but if you understand it, you will overcome.

    I wouldn't pay attention to time frame. As soon as they find the solution they will buy. They don't know the answer to that question-- and they are putting that # in as a stall. Sales must create the urgency and control the sales cycle, not the buyer. They say they are in pain-- now do them a favor and take them out of it.

    How many times have you called them? Most salesreps stop at 3, when most take 8 or 9. What is your phone message? It sounds like the info you are gathering you have the basis for a very strong voice call.

    Sell Well and Prosper tm
  • Posted by mrslnd on 1/5/2009 at 7:58 PM Accepted
    You mention list purchase. I would first check over the quality of the list purchase from the source by reviewing how they gather their names. Reputable lists are generally not sold. One bad email will get your company on the black list, so be careful as that is your reputation. I would also separate those from the inquiries you have generated from your practices, basically the ones you know have expressed interest in your products.

    A couple of things to note. Some will let you know pain points, yet not be able to pull the trigger. Others are answering a question, that possibly was mandatory. Take a look at lead scoring, it may help you determine what is better and what is average. Also do the sales people calling on the leads know the information on what the perspective lead did? That may be both helpful and motivating to them, especially in this economic time.
  • Posted by telemoxie on 1/5/2009 at 8:21 PM Accepted
    I agree with the above posts, but I believe it is impossible to give specific and detailed advice without a great deal more information. For example, what percentage of these names are purchased and what percent have responded request info? What price range is your solution in? How do you compare to your competitors? What product or service are you selling?

    It sounds to me as though you need someone with technical sales experience to take an in-depth look at your situation. Do you have a sales force? Are these experienced sales folk? What do they say?

    Have you done any interviews with prospects in lost sales to get their perspective?

    Do you have a website we could look at?

    I'm not very busy at the moment, and I'll be more than happy to talk with you in much greater depth if that would be helpful to you (no charge). You can click on my name to the upper right and send me an e-mail if you would like to talk further.
  • Posted by Jay Hamilton-Roth on 1/6/2009 at 8:15 AM Accepted
    Some of your "leads" may actually be competitors performing due diligence.

    Also, instead of selling them immediately, why not offer less direct sales offering such as: teleseminars, free trials, etc.
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