Two companies: both have seasoned sales professionals at the ready and strong management. Both have great products and services, strong presentations and collateral — and both have stellar reputations.
One of these companies is thriving, with an active sales pipeline delivering strong prospects. This company has a system in place to capture these leads, make them feel welcome, and guide them through the buying process. They turning many of these new prospects into new customers.
The other company also has a terrific sales process: they too have a system in place to communicate with new prospects: to get to know them, help them understand their products and make the best decisions. In fact, their sales process is stronger and more sophisticated. Yet they are often struggling. Of course some leads come in, but these days they’re just difficult to close.
Management is concerned — their sales process hasn’t changed and their offerings are stronger than ever. So why are things flat?
The answer to our riddle has nothing to do with the sales process. In fact it doesn’t even have anything to do with each company’s products, services, price points or their reputations.
Instead, it’s the source of the leads themselves that makes the difference. Computer programmers have a saying: “Garbage in. Garbage out.” This maxim holds true for the sales team too.
If your business is not fully positioned to convert online leads into strong prospects business will not grow.
Let’s get back to our two companies for a bit more explanation:
The company that’s thriving has, in a few words, embraced online. Management doesn’t see the Internet as threat, but as an opportunity. They were quick to modernize their website, build Social Media profiles, delve into email marketing and put content up online. They measure their online analytics relentlessly, and know where lead forms are coming from and what the conversion rates are. In fact, they have backed all of this into a Cost-per-Lead and Cost-per-Acquisition budget in their online marketing plan.
The second company has a great process for closing leads, but they are no longer catering to where the strong leads are. This business is relying on its print catalog, as it has for more many years. They spend a lot of time and money on tradeshows, but attendance isn’t what it used to be, and most attendees seem to just be tire-kickers. They purchase lists and data but these prospects are cold, and really tough to deal with.
This company has a website of course, but it’s about five years old, and no one really looks after it. There’s a contact form somewhere, but it’s not being filled out very much at all. “Who would ever find them with a cellphone?” thinks the owner. For whatever reason, this company has not seized online marketing as the preeminent source of lead conversion.
Online Lead Conversion. Accelerate!
Once a company recognizes the need to actively court sales leads, it’s not long at all until the proper website, online tools and content can be put into place to make meaningful sales lead conversion a reality.
ADVANTAGE: Concept 5 Lead Conversion Services
- We work with B2B companies to develop and convert their online leads
- We can develop a new website, landing page, or work with what you have
- We’ll develop and implement a plan based on your company’s overall goals and message, never as a one-off
- We relentlessly track results to optimize lead conversion