New Leads Are Worthless Without A Proper Follow Up
By Matt Wacek | September 15
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Do you know what separates the clients that see massive success with us vs. those that see only mediocre results?
In 5+ years of running marketing and lead generation campaigns for my own lawn/landscape company and managing clients’ campaigns, lead response time and follow-up systems are the biggest factors in conversions.
One cannot go without the other.
One of the biggest mistakes I see with green industry entrepreneurs is not having a follow-up system in place for every lead.
Leads are WORTHLESS without a follow-up system.
Here are some stats that make the case of the importance of follow-up:[/text_block]
- 80% of sales require five follow-up phone calls after the meeting. [1]
- 44% of salespeople give up after one follow-up.
- The average salesperson only makes 2 attempts to reach a prospect.
- Research shows that 35% to 50% of sales go to the vendor that responds first. [2]
- If you follow up with web leads within 5 minutes, you’re 9 times more likely to convert them.
The reason why this happens is that our memories are unreliable.
This is why it’s important that you track everything.
The best way to track your leads, your sales results, your quotes, and your calls is by using a CRM.[/text_block]
business. It’s called a Customer Relationship Management, it’s not limited to just customers/clients – you can stay in contact with your vendors and any other party that your company does business with.
Every sales organization, and that includes every green industry business, should be using a CRM.
Many green industry businesses don’t use a CRM. Having a CRM is critically important to your success in converting sales.[/text_block]
- What advertising media is bringing you the most/best leads?
- How many times have you called your prospects?
- What is the closing ratio of prospects becoming paid clients?
This data is critically important in understanding what is working in your business and what is not.
Data is king over everything.
Having data allows you to make decisions on what is actually working in your business.
Doing the same thing over and over and expecting different results is the definition of insanity and won’t allow you to gain traction.
In my outdoor service company we kept things very simple and used Landscape Management Network tied in with Quickbooks for billing, income reports, etc., other great systems are Service Autopilot as well as Jobber. There may be some determining factors such as your company’s size and how many sales staff you may have (your sales team may just be you, the owner).[/text_block]
Why Lead Response Time Is So Important
Every time somebody becomes a lead you only have hours, (if not minutes) before that lead disappears forever because they’ve moved on to another service provider.
There are many studies that show that lead response time is the most important factor in conversions.
According to a Lead Response Management study:[/text_block]
The odds of contacting a lead if called in 5 minutes versus 30 minutes drops 100 times. And the odds of qualifying a lead if called in 5 minutes versus 30 minutes drops 21 times.
The odds drop off dramatically by the first 30 minutes. Specifically, a rep is 100x less likely to make contact if the first call is made 30 minutes after submission. The odds of making contact drop by 3000x if the first call is made 5 hours after lead submission.
You need to also have a follow-up system in place after each appointment.
Most sales will are made in the follow-up after presenting a proposal/quote.
One cannot go without the other.
You MUST respond to every lead but you also need to follow-up with EVERY lead even after each appointment.[/text_block]
What steps do you take in your business to ensure you convert as many leads as possible into revenue?[/text_block]
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