How to Generate new Sales from Old Leads
Attracting new customers is labor-intensive and expensive. On the road to conversions, you and your salespeople have contact with many people, some of whom will be classified as leads and some will qualify as prospects. Only a few of these actually become customers.
The leads we lose on the way to the end usually fall into oblivion. Of course, hot prospects and existing customers get the full focus of the sellers in the first place. But – and this is a big but – all your forgotten leads actually have a value.
The value of forgotten leads
If you have a CRM system (and you should have it) then you are sitting on a lot of valuable data in the form of old leads. It is people and companies that once became interested in your products and your business.
Your salespeople have spent time finding and contacting them and for some reason have qualified them as leads. Maybe they even got to meetings, even though it then stopped. What happens after this is most often that the contact is lost, perhaps with a fuzzy promise to talk at a later time.
If you go through the notes in the CRM system you will find a plethora of “no budget for this year”, “his / her manager wants to prioritize otherwise”, “lack staff for this”, “will change service, unclear who that replaces “and similar reasons for not buying your service or or product right there and then.
Things are changing
There is every reason to remind old leads about your existence. Of course, it is best if you never completely leave their consciousness, because things change. What happened last or last year does not have to apply now. Sometimes it was the timing that was wrong, sometimes, the chemistry might not be right.
But people change jobs, managers move on in their careers and every year a new budget comes around. By resuming and maintaining contact, you can take advantage of the time your salespeople still invest in their leads. All of a sudden there is a need for your product or service and then it is important that you are on their radar, because you have already started to warm them up as leads.
Strategies for taking back the initiative
First and foremost – clear all leads that are really worthless. Once again, you will have a list of interesting contacts that you can process with varying degrees of work. Reconnect, invite with their colleagues and become personal.
1. Reconnect – Marketing automation and newsletter
Send emails to all your leads who do not already receive your newsletter (excluding those who may have unsubscribed) and ask if you can send your newsletter to them.
Put them in a marketing automation-spin a so-called. Drip. For example, you can start by offering a relevant case study or a whitepaper and make sure they are invited to relevant seminars and events.
In many cases, you will receive out-of-office replies or notifications that a person has progressed in their career. Save these so you can follow them up later. These people are often open to new proposals to make a difference in their new workplace.
2. Invite their colleagues – targeted smart advertising
If you can get more people at the company of the lead to know about your brand, then chances are they will choose to contact you when a need arises. Do you want someone around the meeting table to say when your company comes to speak?
LinkedIn is an excellent tool for creating interest in various issues and also marketing posts to selected companies and individuals. Avoid selling and focus on sharing your experience and skills.
Use targeted advertising as IP targeting to specifically process certain companies.Then your ad will only appear to users with the IP address you have defined and it is unique to the users on a particular network, in a particular building. This tactic actually works on pretty small companies as well.
From 10 employees upwards you can often use IP targeting. If you want to target people to very large companies, you need to be more selective as there may be many people sharing the same external IP address.
Advertise to those who have visited your website. Retargeting can be done as detailed as you want and both in the form of banner ads and paid posts on social media.
Get personal – manual processing and analysis
Find your leads on LinkedIn and connect. Remember that it is personal contacts that matter most and are the easiest to create. Very few B2B customers really want to follow or interact with a brand. The more relevant you can be to your contacts, the better, so remember to contribute tips and content that can be useful, useful, or interesting to them. Do not deliver a sales pitch the first thing you do when you get in touch, but think about how you could genuinely create a small but genuine value directly for them.
Pick up the list of all out of office and bounces. Find out where he or she is working now and re-establish contact. The new company may need your goods or services.
Look for a relationship. People who are interested in B, may be more likely to need A. Identify cycles and seasons so you can optimize your timing.
For example, companies with many seasonal workers are probably more susceptible to help with recruitment just before the start of the season. In some medium-sized companies, it is difficult to reach decision-makers during their peak season. Instead, concentrate your contacts and advertising on them for periods that are calmer.
If you work for several different industries, you can hopefully find customer groups that complement each other throughout the year.
Don’t give up!
If you have a product or service that you are proud of and passionate about continuing to share it with your target prospects. Be relevant and customize content and messages so your leads can easily access the information. Let them be entertained, educated and challenged without feeling that they have to give anything back. Many will never respond, many will unsubscribe and many will read and remember you when the time is right.
Old leads can be converted to customers
As we have seen, there are many ways to process old leads that just lie around and are not processed. No machining can be done entirely without labor, but quite a lot can still be done with relatively small means. In addition, starting to process old leads requires a lot less work than looking up brand new leads with everything it entails in the form of cold calls and more.
Don’t forget that there was a reason why your salesperson qualified all of these contacts as leads. The chance of finding future customers in that group is probably much greater than in other groups of people.