For a digital campaign to truly be successful, there are two main components that need to be incorporated and mastered. First, ensuring that your brand is visible online and has a digital footprint that encourages gaining traffic; second component is to then convert that traffic into leads. So once the traffic is converted into leads, how do you close these web leads and turn them into customers?
6 Steps to Closing a Web Lead
- Response Time: Once a web form has been completed, the user should receive a message explaining what they should expect from your business; a simple ‘Thank You’ message is not sufficient enough. If the message the lead receives says they can expect to hear from you in 1-3 hours or 2-3 business days, make it a goal to beat that time frame. To help meet your goals, it is ideal to use a CRM and a marketing automation tool. By doing so, your team can give your prospects more information in a consistent and timely manner. If you aren’t sure how to make this happen, let us know!
- Update Your Script: Even the savviest salesperson has a script that they tend to fall back on. These scripts can become stale, outdated, and not as beneficial as they once were. Taking the time to optimize your script can help move the conversation to the point where your web lead is ready to take the next step with you.
- Ask for Information: Gaining more information from your prospects can help to improve the overall quality of your web leads. It also allows your sales team to have more knowledge of how to convert the prospect going into the conversation. Be sure to collect:
- Contact Information: Don’t assume that the lead will want you to contact them in a digital manner because they filled out a lead form on your website. Ask for multiple forms of contact information as well as their preferred method.
- Area of Interest: This section can be a menu with a few options for the lead to choose from, or you can give them a text box where they can supply your team with additional details.
- Additional Information: This field can be optional, but should be included with your form to entice the lead to give as much information as possible. Encouraging them to give more information will benefit your sales team as they try to close the lead.
- Persistence: There’s a fine line between being persistent and being annoying, make sure your staff knows the difference. Unless the lead closes on the first point of contact, reaching out to them one time won’t be enough. Encourage your sales staff to set reminders in their schedules to touch base with the lead a few times before throwing in the towel.
- The Offer: If you’ve noticed a high amount of web leads that didn’t come to fruition, take a look at your offer and the strength to it. Are your prices too high or are they comparable to your competitors’? Are your service packages unappealing or outdated? If your prices are too high or your services are behind the times, it won’t matter how well your sales staff does, the leads are bound to walk away.
- Feedback: Even the best of us need to receive feedback every now and again; this is especially true if your web lead closing ratio is low. Take a few moments and ask for feedback. They may have given you feedback without being as obvious about it during the moment when they ultimately decided to go in another direction. It is essential to listen closely to what is being said during these moments so you can benefit from them later on.
If you incorporate these steps into your process of closing web leads, and you’re still seeing a high ratio of sales that didn’t close, there could be a larger problem at hand. You might need to reconsider your target audience or you may need to make some changes to your sales process. If you have found this is the scenario you are faced with, let us know! Our experts are ready and waiting to help!