Would You Ignore a Customer Who Walked into your Store?
Every potential customer should be followed up with. When you work in a store, this is obvious. You greet every person who enters your store. You answer questions prospects ask and provide them with a solution that fits their needs. You wouldn’t dream of ignoring a customer who’s standing right in front of you and wants to buy what you’re selling. And yet, research shows that many companies do engage in substandard lead follow-up.
This is due in large part to a failure to use the right tool for the job. It’s very common that companies try to use CRM software to try to manage leads. The reason why it doesn’t work is that CRM software is designed to manage customer relationships but it isn’t positioned to acquire customers. It isn’t built to contact leads more quickly than the competition. It isn’t designed to automate lead follow-up. CRM is built to manage the relationships with existing customers.
This would be like only serving customers who walked into your store who were returning customers. It just wouldn’t happen. As many businesses adopt technology as part of their workflow they get sold on the promise of CRM; that it can do it all. In fact, CRM excels at maintaining customer relationships, but Lead Management Software is a better fit for companies looking to acquire new customers. Being the first person on the phone with a lead most likely means you’ll be the one to earn their business. There is no quicker way to contact leads than using a Lead Management Software solution that has an integrated lead dialer.
Staying in touch with leads that don’t become customers quickly is automated with lead nurturing features. Leads are prioritized automatically so strategic, varied patterns of communication that have been proven to work are easy to execute. When leads do become customers, Lead Management Software has reporting features that allow you to determine easily which of your marketing efforts and lead sources have the best ROI and which are underperforming.
You wouldn’t ignore someone who walked into your store, so don’t ignore someone who becomes interested in what you’re selling on the internet or through other sources. Lead Management Software turns prospects into customers.
