How to gain investments utilising lead management techniques

We shall shortly be going to the BETT Show 2016 to meet a number of potential clients. They are at BETT to see what works for them and to make informed decisions about investments for their schools and colleges, but one of the many questions we’re asked about is how to be more successful at gaining new investments, so with this in mind, I thought I’d offer some advice here.

Don’t simply concentrate on hot leads

When you’re meeting new clients, it’s usual to try to classify them as ‘hot’ (ready to buy now), ‘warm’ or ‘cold’ (unlikely to develop into a business opportunity). It’s also common to hit the hot leads first, to make the most of their interest while they’re live.  This is fine as long as it’s not at the expense of warm leads – who might also become valuable customers.

Keep trying

Did you know that studies regularly show that 80% of non-standard sales happen after at least 5 follow-ups? And that 92% of salespeople give up on leads after four? Tenacity, it seems, pays off - if you’re not one of the successful 8% you might want to ask yourself what stands in the way of that 5th (and possibly final) contact?

Manage leads carefully

Sales follow-up is not only about tenacity, however. Just as your leads are looking for added value from their investments, they’re looking for value from a relationship with you too. You need, therefore, to develop a sound strategy for lead management that focuses on understanding and managing their requirements and matching these to your potential to add to their business objectives.

Manage the lead process so that you know, at any point, where you are with a client. Try to get feedback so that you can track progress and evaluate a lead’s development. It’s not solely about being at contact 3 or 4, but about understanding how your process addresses clients’ needs and is moving towards a point at which you have met them with your offer. 

Vary your methods of contact

How you contact people is important and you need to have, in your sales armoury, a range of methods from calls and emails to webinars and podcasts.

Communicate with people efficiently, with respect for their time, and leaving them the space to explore what you’re saying. Send new information as it becomes available and link relevant information explicitly to their business imperatives.

Once you’ve converted, don’t ever lose touch with a client. Say ‘thank you’, find out how things are going, and offer help. After all, we all know how much easier and less costly it is to sell to an existing rather than a new customer.

For further information, additional support, or guidance contact me on 07904 015757.  I’m more than happy to meet at the Bett show for coffee…on me :)