Make the Most of EVERY Lead
March 26, 2008Make the Most of EVERY Lead
By Adams Hudson
Spending big dough on leads and $270 per sale can add up. That’s why you need to make your marketing accountable. When you cut a check to a supplier, you want that product to be delivered and perform…why not expect the same from your marketing effort?
Every lead is an un-cashed check. Hold leads sacred and hold salespeople accountable for the outcome.
Instant 15% Sales Bump: Demand Daily Status Report on lead activity. This includes new leads run, presentations, "two-call" closes, resets, follow-up phone calls and visits. Your million-dollar question is "What happens next and when?" You need to know this on every lead every day until final resolution: sold, lost, not doing anything now. Nothing else is acceptable.
How You Do It: Each day by 10:00, have all salespeople turn in a report of the previous day's activity with status on new leads run, follow-up activity, and final resolutions on existing leads. With electronic tracking, this is all done automatically. This, plus a sales coach, can put you miles ahead of the competition.
The point is that salespeople focus on what's hot. By giving them new leads every day, week after week, they lose focus on unclosed sales just to keep up with current ones! They justify it with, “I tried a couple times. They’ll call if they’re interested.” Yeah, right. For the 3rd time: You’ve paid to get the leads, so know your leads…everyday.
Make your salespeople remove the mystery of "I want to think it over", "I need other bids", or "I’ll get back to you...", and your company will close more sales. Truth be told, you don't always need more leads, you may just need better tracking.
Adams Hudson is president of Hudson, Ink “Creative Marketing that Works.” His company creates a full line of marketing tools for contractors including Customer Retention newsletters, Yellow Page ads, “turn-key” Marketing PowerPacks and custom copywriting. You can get a free subscription to his “Sales & Marketing Insider” by faxing your letterhead to 334-262-1115 with the request. Also check out www.hudsonink.com on the web for free marketing tips or call 1-800-489-9099 for more info.
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