5 Keys for Turning Leads Into Sales

Do you know what happens to your leads after you hand them out to your sales team?
Are you concerned that many of the leads your company generate simply fall through the cracks?
Do you know what ROI you are getting from your marketing investment?
Are you truly maximizing the sales from the leads you generate OR are you leaving money on the table?

90% of organizations today are not definitively sure what the results are from their investment, and feel that in many cases their leads simply fall through the cracks.

To address this problem, I have written the 5 Keys for Turning Leads Into Sales:

1. DEFINE QUALITY - Generate leads of consistent quality
You can't generate quality leads if you don't have a definition of what one looks like. Spend some time understanding who your 'best customer' is and then select and evaluate each lead to that criteria.

2. PROCESS - A consistent follow up process equals consistent and predictable results
Develop and implement a step-by-step, well-defined follow up process. Part of that process must include understanding each customer at that moment in time. This can be achieved by performing a current situation, needs, and timing analysis with each lead as soon as it is generated.

3. LONG TERM PLAN - Most leads develop into sales opportunities over time
Accept that 90% of your leads will NOT have an immediate project. You should have an action plan for every qualified lead to effectively cultivate it through the sales funnel. Otherwise, the future sale will be lost.

4. SALES PEOPLE DON'T DO IT - They are not the best resource for the job
Assign a separate team to execute the processes defined in keys 2 & 3. This team should work and 'own' every lead until an immediate need is defined, whether this takes a day or a year. Only then, should the qualified opportunity be passed to the sales person to consult and close. This will keep your sales team productive and effective while ensuring no leads fall through the cracks.

5. TRACK - Know and understand what is in your pipeline and the results of your leads
Develop and implement a system - both methodology and sales technology - that will track leads through the funnel to the final sale. Make this system available to everyone in your organization to use and update.