Many successful companies depend on adding to their customer base to grow their business. One key way to accomplish this goal is to ensure that companies receive a regular stream of sales leads. Here’s what you can do to generate leads for your business.
A sales lead is a person or business that could purchase your company’s goods or services. A lead becomes a prospect once you’ve identified their level of interest and fit as a customer for your business. You can use different methods to identify sales leads, including advertising and marketing, cold calling, social media, referrals, outreach and networking, consultations, and product/service trials.
Inbound marketing methods can help your business create a steady stream of inbound sales leads. Use the following lead generation strategies to generate sales leads for your business.
Your current customers can be your best source of sales because they’ve already purchased from you, so they know your products and services work. Therefore, they should be an integral part of your strategy to attract new sales leads.
Warm referrals are more powerful than cold emails or outreach to prospects who know nothing about your business.
However, many businesses don’t take the time to reach out to current customers after the sale, beyond providing support or customer service when asked. They don’t thank customers for their business, nor do they ask for referrals or help with generating more business.
Following some of these strategies can help turn current customers into a great source of sales leads:
Even salespeople with a full pipeline should continually hunt for fresh sales leads because if a lot of the leads in the pipeline either close or fall off, they will need new ones to take their place.
Everyone has a personal network of family, personal and work friends, past and current business associates, neighbors, service professionals (e.g., plumbers, doctors, lawyers, landscapers), and so on. You might overlook these people for a variety of reasons as a source of sales leads, yet they should be one of your first options for doing so. You already have their trust, which makes them valuable sources of generating leads.
While the members of your network have you in common, many of them exist in separate areas of your life and don’t interact with each other. They don’t share the same contacts, so each person has the potential to provide incredibly valuable sales leads. If you’ve talked with them about life and business, then you can ask them to connect you to prospects.
How do you begin the process? Just let them know that you’re looking. Be specific about the type of person or business you’re looking to connect with. Describe their industry, business size, sales and revenue ranges, geographic location, and so on. If they have a connection, ask them to reach out on your behalf to make the introduction. Better still, provide them with an email address that they can forward to their contact.
Remember that you’re dealing with a friend or acquaintance whom you plan to keep as part of your network. Mixing your professional and personal lives means you should be respectful of their time and the relationship.
>> Learn more: The 5 Best Sources of B2B Lead Prospects
Make attending in-person and online networking events part of your routine of finding sales leads. Networking is an effective way to reach new people and build relationships with people you’ve met in the past. It also allows you to engage your leads face to face.
Networking requires time, so choose your events wisely. Follow these strategies to make the most of your networking:
Sometimes, “no” means “not right now.”
You’ve probably reached out to a number of businesses that did not buy from you at that time. Make sure to reach out again. They already know what your business does. You might have demonstrated your product or service, or even engaged in a discovery call. They didn’t buy then, but that could change.
Revisit closed or lost opportunities. Reconnect with the prospect every four to six months. Ask them if anything has changed in their business, such as their priorities, challenges, goals and needs.
Companies that did not buy from you before are already qualified sales leads. Invest time and resources into marketing to these prospects. Stay in touch through blog posts, personalized communications and approved marketing emails.
You might not make the sale the next three times you reach out to them. But you might get a sale or interest after the fourth, fifth or sixth time they hear from you. And your prospect’s situation will definitely change. Their budget could increase to make financial sense to purchase your solution. Or your contact could move to a new company or department where there is a need or impetus to implement your solution.
Staying top of mind with sales leads will make you the first business they call when it’s time to choose a sales solution.
Everyone is online, including your sales leads. It’s just a matter of finding and connecting with them.
You’re probably on LinkedIn right now (or should be), so use LinkedIn to generate top-quality sales leads. Your most desired connections and companies in your niche are on LinkedIn. They are here because they want to do business, grow their network, promote their products and services, and find solutions to their business needs.
Follow these strategies to use your social media profile to generate new sales leads:
These strategies are geared toward LinkedIn. However, you can expand your company’s reach and brand to other social networks that fit your business, such as Instagram, Facebook for Business, Twitter, Snapchat and so on. Choose the right social media network for your business. Focus your efforts on social media networks that will provide the best sales leads.
If you have a social media profile, you need to keep it up to date. Keeping your LinkedIn, Twitter, Instagram and other social media profiles current helps you bring in more sales leads. The goal is to attract the attention of buyers and make it easier to connect.
On your online lead form, include a field where sales leads tell you how they heard of you. That way, you can identify which lead generation strategies are working the best.
An email sequence is a series of emails that are automatically sent to groups of people in a mailing list. The goal is to use email marketing to build recipients’ interest in your company’s products or services.
There are two main types of email sequences:
To effectively attract sales leads, email sequences should be written with a specific purpose in mind. Each email in the sequence builds on the previous one to grow the reader’s interest. For example, you could follow this sequence, where each email concludes with a call to action (e.g., call for more information, click here to purchase product):
Writing a blog post or article can help establish you as an expert in your field. Write about what you know and how your knowledge can help others. Topics are endless, but you could start with how to help others be more efficient, reduce expenses, increase sales, improve productivity, grow their business and so on.
Writing makes you a visible expert. People will be able to read what you say and see that you know your business. Your knowledge can educate readers, and when they want to know more or make a purchase based on what you’ve taught them, you’ll be the one they turn to.
Blogging is also part of a content marketing strategy, which can drive traffic to your pages and help improve your lead generation efforts. By using content marketing as part of your lead generation strategy, you can boost website traffic, driving your potential customer to your intended landing page.
On that landing page, you can place a call to action, which could encourage a website visitor to learn more, buy now or engage in some other action you want potential leads to explore.
There are many places to write and publish articles and blog posts:
You can also create an email newsletter to publish blogs and articles. This has the added benefit of building relationships with your target audience. People have to sign up to receive the newsletter, so they are already interested in what you have to say. They give you permission to market to them as long as you educate, inform or entertain them along the way.
Articles and blog posts are great for sharing your knowledge and educating people. However, they are one-way conversations: You write and someone else reads. Webinars and online workshops enable you to teach and interact with people, which can be more impactful in creating sales leads.
Webinars and online workshops allow you to go into greater depth in sharing your knowledge with prospects. For example, you could teach people how to create a marketing campaign in a number of steps and use video and images to illustrate each step along the way. Each person who signs up for the webinar or workshop is a legitimate sales lead. Sharing your knowledge with people in this format establishes you as a leader in your field, builds trust and increases your ability to attract leads.
You can run live webinars and online workshops so that you can answer questions in real time and create time-limited live offers to engage sales leads. You can also record webinars and workshops to reach people 24 hours a day and generate sales leads even when you are not there. You can host webinars and online workshops on your company’s website or create and host them on sites that publish webinars.
Chat technology has come a long way, thanks to artificial intelligence and machine learning. You can create a personalized chatbot for your website that matches your corporate brand’s look and feel. Any time someone visits your website, the chatbot can appear on their screen with a welcome message. [Read related article: How to Differentiate Chatbots From Practical AI]
A chatbot can do a lot more than say hello. It can become a valuable addition to your sales and marketing team. A chatbot can:
You can also review the conversations between the chatbot and sales lead to learn more about the customer and see where you can add value, engage with the sales lead and improve your chatbot’s responses. It all depends on the capabilities of the chatbot software, and what you need it to do for you.
Because you have to continually revisit sales leads that haven’t closed yet and there are so many pieces of information that are important to know and keep track of, having CRM software is a must for optimal sales lead management. Here are some of our CRM software best picks focused on managing sales leads.
Salesforce is the original CRM for managing sales leads and since they’ve been doing it for a long time, they have developed a plethora of helpful tools within the interface. Salesforce was designed for salespeople and sales managers to stay on top of sales lead follow-up. The Salesforce database can handle both automated information, such as which customers clicked on the last email the sales rep sent, and more detailed, nuanced notes from lead interactions. Salespeople can track their KPIs and keep tabs on their progress, schedule meetings, obtain permissions and automate follow-up. Read our Salesforce CRM review.
One of the biggest challenges for salespeople and sales managers alike is keeping track of and updating their sales pipeline. With Pipedrive, managers can see the entire sales department’s pipeline and view each salesperson’s individual pipeline so that they can more accurately forecast and report, as well as intervene if a salesperson is struggling at any point in the process. Each pipeline is presented visually, which is more intuitive than a table. Rule-based triggers automate workflows so that important tasks don’t fall through the cracks. Read our Pipedrive review.
Freshworks CRM has great functionality for managing sales teams, including team-specific workflows, reports and tasks. This gives managers a detailed overview of their teams’ activities, allowing them to funnel new leads to the most relevant rep or team. The software can identify whether teams are working together in an optimal fashion or if improvements can be made and where. It also automates routine tasks so sales reps can devote their time and effort where it makes the most difference. Read our Freshworks CRM review.
Jennifer Dublino contributed to this article.