How do you nurture and follow up with your software leads and prospects throughout the sales cycle?

Identifying the source of the lead is critical to the context of your response (large client, new client, former client, etc.),but it's just as important to do it in a timely manner. Delayed follow up on any lead is cited as a top source of frustration for prospects. If the prospect is not contacted within 24 hours (or less), you're leaving a less than stellar first impression. This includes weekends. Don't be shy about responding to a Friday night lead on a Saturday, it conveys your company's work ethic, and typically a prospect will have more time to discuss their needs...or set a firm appointment for the coming week.

Identify Your Lead Sources and Segments: Clearly define where your leads are coming from, whether it's through inbound marketing, outbound outreach, referrals, or other channels. Segment your leads based on various criteria such as industry, company size, geographical location, and their position in the sales funnel. This segmentation will enable you to tailor your communication to their specific needs and interests.

This is called the "Sales Funnel," and it applies to every industry. I also like to simplify it with the terms "Needs, Features and Pricing." For example, if the client has decided that they require a robust sales CRM for 500+ employees, move past those questions and get to the "Why" your suite is the right choice around those parameters. DO NOT share pricing with the prospect until you've gotten two things; 1. Several verbal affirmations that your features will fit well with their needs. 2. As much information as you can on the competitors they have also contacted. FYI, if they say you're the FIRST vendor they've reached to, you're either very lucky or it's just not true. Assume the latter!

Awareness: Goal: At the awareness stage, your goal is to capture the lead's attention and make them aware of your software solution. Measure success by tracking metrics like email opens, click-through rates, website visits, or social media engagement. Consideration: Goal: During the consideration stage, your objective is to move leads closer to the decision-making phase. Goals may include getting them to download an ebook, attend a webinar, or follow your social media profiles. Evaluation: Goal: In the evaluation stage, leads are actively assessing your software. Set goals such as scheduling product demos, signing up for a free trial, or requesting a customized proposal.

The most important piece of information you can share here are your professional references. I coined a sales axiom I use early in the training process: "What are clients MOST likely to do? What OTHER clients do." Remember it! Sharing a quote from a satisfied customer has more impact than any other materials you will send. Make sure the references are from similar sized companies, ideally in the same vertical as your prospect. The perfect references will move the prospect from the "Just Looking Zone," to the "Pricing & Buying Zone."

Automated responses are the only option if you're fielding multiple leads daily, as many of my clients do. Make an automated response short, always include links that are important to the decision making process. I don't like automated attachments, many corporate email systems will block them and you'll lose the rhythm of the sales process, if not the deal altogether. Every automated response should include a brief quote at the bottom from a satisfied customer. If your company is selling high priced services that are a large part of the prospect's annual budget, GET A REP OUT TO THEM IMMEDIATELY. Asking for a substantial commitment of their financial resources that will determine their future success via ZOOM is, frankly, insulting.

Use ALL the tools available in your CRM to measure success. Make sure your personnel are trained in every related aspect your in-house system offers. It's surprising how many organizations purchase a robust sales solution and only use less than half of the included features. If information is entered in an accurate and timely manner, you'll be able to identify positive behavioral trends, and eliminate negative ones.

Regular, meaningful communication among sales personnel, as well as with the product teams, will lead to a more reflexive and ultimately successful organization. "This is the way we've always done it" is the most common epitaph of a failed sales effort.