LeadGen Lesson #5: Close the Deal Quickly with Hatchbuck

Build a Lead Generation Strategy that Works
— in 5 Days —
A Small Business Email Course | Brought to You by Hatchbuck
As a small business owner, you branched out on your own because you were passionate about an idea and knew that you could execute better than anyone else.

At the same time, you can’t chase this dream without making sales – even if you don’t identify as a sales person.

Welcome to the final step, Day 5 of our 5 day course. In our last tutorial, we discussed how personalized email campaigns build relationships with your leads. In today’s tutorial, we’re covering how to identify and convert sales-ready leads. Let’s get started…

Day 5: Turn Leads into Customers
If you’ve been using personalized email campaigns to nurture your leads, it’s going to be simple to identify who is eager do business with you, and who just isn’t ready to make a deal yet.
Identify Who’s Hot
No one likes cold calling – it’s both time consuming and difficult to sort through all of the “no’s” to get to a “yes.” Imagine the valuable time you could save if you could skip the no’s and only speak to leads actually interested in your solution.

That’s the power of Marketing Automation.

As you nurture leads with targeted email campaigns, you drive them back to your website. The actions they take and the pages they visit clue you into which leads you should call on.

Sales Lead Form Submission
This is a no brainer. Leads who fill out sales forms on your website are obviously looking for more information on your product or service, and should be given top priority in your sales pipeline.

High Scorer
A lead that has not reached out to you yet, but has racked up a healthy contact score is a good target for a sales conversation. Reach out to these leads to see if you can help them in any way to get to the next stage of the buying process.

Conversion Page Visit
So close! A lead that visits a conversion page – like your pricing page or sales form – but does not convert is also ripe and ready to buy. Send a promotional email campaign or give them a call to make sure they have all of the information they need to convert.

Old school spreadsheets and CRMs can help you organize your list of contacts, but they can’t tell you who’s important to reach out to, and who needs to be warmed up before you make that call. Marketing automation can flag the most important contacts in your database, so you can spend more time building fruitful relationships with hot prospects.

Anyone in sales will tell you that following up early and often is key to converting leads. But manually tracking follow-up isn’t fool-proof and can result in hot leads slipping through the cracks. With marketing automation technology, you have the tools to follow up with leads instantly and automatically so you never miss a beat.

Email Autoresponders
Email autoresponders can be triggered by a lead’s action, prompting them to take the next steps in the sales process. For example, if a lead fills out a form to schedule a consultation, an autoresponder can be triggered instantly to send them a link to your calendar.

Alerts and Notifications
Alerts and notifications can also be triggered by a lead’s action. For instance, you can have an email alert sent to your inbox if a lead visits your pricing page.

Tasks can be created automatically as well to help you stay organized and track in-person follow-up like phone calls and meetings. Automatically create a task to call leads that fill out a sales form.

Responding quickly to hot leads before their interest subsides is key to converting more prospects into customers. With marketing automation, you can respond automatically and stay organized so that no opportunity passes you by unnoticed.

Is your sales process rock solid, or are opportunities slipping through the cracks? Check out the 5 signs of a broken sales and marketing process.
Continue to Delight
Earning new business takes a lot of resources. After all of your hard work to get a new customer in the door, you might feel ready to take a break! However, staying in touch with customers long after the sale is key to generating the repeat and referral business that has an exponential impact on revenue.

With marketing automation, you can increase sales by delivering amazing customer service, providing up-sell and cross-sell opportunities, asking for referrals and going above and beyond for your customers.

Send Event-Based Campaigns
Automate outreach to your customers on those special days, like their birthday, renewal date, or anniversary of their purchase. Thank them for their business with a special coupon, exclusive discount, or fun freebie.

Cross Sell and Up-Sell
Use your customer’s purchase history to determine what other products and services they might be interested in. Introduce a compatible product or service, or offer an opportunity to upgrade.

Surprise and Delight
Send swag to your most enthusiastic customers. Say thanks by inviting top customers to an exclusive event. Or, unveil a behind-the-scenes look at your latest product or service.

Ask for Referrals
If you continue to nurture, surprise and delight your customers, they’ll be happy to refer their friends and colleagues to your business. While happy customers generate word of mouth sales, don’t be afraid to kick it up a notch by sending a referral campaign. Ask for referrals outright, or offer an incentive to send business your way.

As you nurture your customers with an awesome experience, you’ll be first in line when they refer a friend or make a repeat purchase. Boosting customer sales increases the lifetime value of your customers, decreases the cost to acquire new customers, and makes a big impact on your bottom line.