When asking B2B companies what they need to be more successful, they usually answer either they need more enquiries or more conversions of existing enquiries.
Converting enquiries is a problem that can be solved if any of the following apply to your business.
Does your target customer look the same to the sales team and the marketing team? Problems can come if marketing is targeting prospects that the sales team cannot convert. The sales team are busy, following up on enquiries and attending appointments, but the conversion rate is low. If this is the case it is important that the sales team feedback to the marketing team in order to optimise the leads that are being passed on. The marketing team can then change the target or the offering to ensure they are creating leads that the sales team find more valuable.
On the flip side of this, you need to be careful that the sales team aren’t struggling to covert the leads due to a training issue or if the enquiry being outside of their comfort zone. If this is the case then it could be a training issue, or the case that the target market needs to be communicated through both the sales and marketing team and the messages are the same throughout the process.
Prioritisation is essential to ensure the effectiveness and efficiency of the sales team. Is there a criteria for when a prospect requires an appointment versus a phone call. Leads can be prioritised in terms of value, product or service type or geographic location. This will ensure that the sales team are spending time on good quality leads that can be converted in a timely manner.
When incoming leads arrive, they are sometimes seen as good bet. The customer obviously has a need for the product or service and the time to purchase is not far away, but the worst thing you can do is take it for granted that you will get the order.
It would be naive to think that you are the only company that has been contacted, and because of this how well you respond to the lead will play a big part. How quickly the quotation or price is communicated, how well the required information is presented, what level of expertise is demonstrated will all be factors in the buyers decision making process.
Also it is essential to ensure that if the potential customer goes quiet then you are being proactive to find out why. Is it a price issue, do they just not need the product anymore. This information will all come from the customer if you ask the question. You will also know for sure if its a dead lead or it is still open and requires a follow up at a later date.