Our consumers are changing. Here are a couple of the things they don’t do any more:
- Use the Yellow Pages to find your business
- Walk into your office off the street
- Tell their friends about you or your great service over coffee
- Call you when they need your product or service
- Call you back
Here are a few things they do:
- Use Google or other search to find your business
- Browse into your website to do business
- Forward a short or interesting email to a friend
- Go to the Internet, fill in a Web form, and have businesses come (compete) for them
- Take your call when it is convenient for them
So what does this have to do with lead nurturing and bite-size content?
Marketo, a new demand generation product from former Epiphany folks, has a great post on generating customer demand (leads) with bite-sized content–YouTube style.
Your sales and lead management strategy needs to follow the same approach.
- Make sure that your Internet store front has a lot of quickly consumable content on very micro-topics
- Make sure that your drip emails are interesting, short, and progress on a logical premise
- Make sure your voicemails are interesting, short, and progress on a logical path
- Make sure that you let them know that you have there time and convenience in mind
Take a look at how we have tried to implement some of this on our site-Kaleidico.com:
As most of you already know, Internet Sales is definitely a contact sport. Consumers go to the Internet for the convenience. They are trading a little bit of personal information for the convenience of not having to wait on hold at multiple lenders 800 number just to see if they are qualified or you have a competitive rate.
Of course, you already knew why they used the Internet. The question is–are your sales teams organized to maximize your contact rate, or are you just playing the traditional phone tag game?
Here are 5 simple steps to maximize contact rate and customer experience:
- Set up a contact/qualify team
- Run all your real-time leads through them and offer incentives on a transfer related metric
- Typically, attempt 4 calls per day before leaving message (leaving a message puts the monkey back on their back–reference why they used the Internet, above
- Make sure your lead management system has a hot transfer capability
- Create a last chance channel and team specialized in no contact leads–most of our clients are squeezing an extra 2% application rate with this method.
Why do these 5 methods consistently work? That is a much longer post on consumer behavior, psychology, and lead management analytics that I will post later for the lead market and sales academics out their.
I don’t want to duplicate my postings, but the lead provider and lead buying market has a lot of interesting things going on that are important to sales.
Here are a few items to check-out:
Sorry it has been a bit quite here on Better Closer.
I have been a bit occupied responding to a surge in understanding of the critical importance of effective lead management to your organization’s sales performance and marketing ROI. This has increased the demand for Kaleidico’s unique brand of Smart-CRM technology embedded in icoSales and the media’s (mortgage industry in particular) inquiries to learn more.
So, to kick off a flurry of better closing value here is a gem: Tino Buntic has done some heavy lifting and given the sales community 50 of the Greatest Sales Tips from around the blogosphere.
Morinsight is doing an interesting series on how the mortgage market, combined with technology is going to need to evolve to meet a changing Internet Consumer:
You know I am a big relationships person, but the mortgage business is going to have to learn to manage relationships with an Internet conversation, email, txt msg, Blackberries, and phones–It is the new consumer.
It saddens me every time I have a conversation with a mortgage broker and they say, “I don’t fool around with Internet leads, I get referrals.” Meanwhile, as that broker or banker is waiting for his phone to ring or a Realtor to toss them a bone there past clients are going to the Internet to see if they are in the right mortgage for the current market.
Harvesting Internet customer inquiries and managing those leads is critical to growing in a changing market. I have mortgage companies that are currently growing and taking market share by simply using proven lead generation or lead buying techniques combined with effective call center sales and lead management.
Help us wake up Morinsight!