10 Steps to a Lead Management Plan
Step 1: Lead Capture
Determine the best methods to capture lead information and provide calls to action in marketing designed to generate enquiries. Capture at least names, email and phone number. No other further information is required.
Step 2: Determine the Funnel Stage at Source
Where along the sales funnel has the lead been sourced? Is it a repeat contact? Have they made a specific rather than general enquiry? Have they requested an appointment? Have you approached them from a database? Depending on the prospects intent upon enquiry they may enter at a different stage of the funnel. The actions taken should be based upon their assessed stage.
Step 3: Rate your Prospect
Provide each prospect with ratings. The criteria for the rating will depend on your past conversions i.e. if leads who are contacted same day by a sales team member usually convert, then the initial rating for customers will be high and every day without contact that rating will reduce. Prospects should be rated on a regular basis while they are considered active, but non-converted leads.
Step 4: Define Story
Consistency is of the utmost importance and each sales professional in the organisation should be telling the same story. They should be allowed to tell it in their own way to suit their closing style and personal way of building relationships.
Step 5: Capitalise on your Assets
Understand how your prospects have interacted so far by tracking their behaviour in order to understand whether they should be passed directly to the sales team or to have further marketing interactions first. Nurture leads through targeted marketing.
Step 6: Pre-Sales Team Nurturing
After an initial enquiry is received via a non-sales route (i.e. via the project website, a portal or social media), the method of getting that prospect qualified by the sales team needs to be established in addition to any other interaction with the prospect prior to direct contact with sales. This might be through an introductory email, through a telesales team or another method. The lead should be nurtured to create need and ensure credibility of the project in the mind of the prospect.
Step 7: Contact by Sales Team
Set rules about the sales teams action upon receipt of a lead. This should include target response times, upsells, invitations for customers to attend inspection trips, meet face to face and so on.
Step 8: Entertainment Budget & Events
Providing the senior sales team members with an entertainment budget is a valuable tool. This gives them the opportunity to entertain serious clients and by setting this in advance it means that they can capitalise on the opportunity to enhance their relationship with prospects when it arises and without lengthy approval protocols. A selection of pre-defined events providing face-to-face relationship enhancement opportunities can also be beneficial, particularly when sourcing customers overseas.
Step 9: Close the Lead
Determine the closing tools and apply accordingly. Provide different options for the sales team to offer as final closing incentives if required and facilitate the reservation or contract signature.
Step 10: Track All Leads
Tracking leads throughout the funnel enables the fine tuning of the lead management system. By tracking source through to conversion, enhancements can be made to the processes and systems in place.