If you are interested in the world of marketing or sales, or if you are simply trying to figure out how to get more customers, you have probably come across the word ‘lead’ at some point. Knowing what and how to use a lead in sales can transform and improve the strategy of any business. Therefore, we explain it to you in this post.
What is a sales lead?
A sales lead is a potential customer who gives their data to a company. That is a person from whom we have certain data (such as name, telephone number, and email) because they have voluntarily transferred them in exchange for something.
A lead is not yet a customer, because the deal has not yet been closed, but he is interested in what the company offers and is open to commercial communications. After a call or an email, you can become a customer.
How to get leads in sales?
Having a list of people who have shown interest in our product or service, along with their contact details, is the dream of any salesperson. How is it achieved?
It usually develops through 3 main steps:
1. Generate an interesting offer
It must be analyzed to what stimulus the public and potential customers of a business will react. Some examples include creating an online event that requires registration to access, downloading content (for example, an ebook on a topic the company specializes in), or a catalog.
Another option is an offer, a discount, or a free estimate. In this way, we will get leads that are already prepared to make the purchase decision. In addition, if we propose an offer or discount for a limited time, we will create a sense of urgency, causing many users to decide quickly because of the fear of losing their opportunity.
2. Disseminate it on appropriate channels
The leads will leave their data on a landing page, which is nothing more than a simple web page that explains what is offered and that contains a form to fill out. But how do they get to the landing page?
The landing page must be disseminated in the appropriate channels, in order to give visibility to the offer to users who may be interested. This is achieved through ad campaigns on Facebook and Google, which allow us to show the ads to people who fit the profile we are looking for, crossing criteria such as their age, their location, their interests, and even according to the searches they have previously carried out on Internet.
3. Convert leads into sales
The transition from leads to sales should be easy if we have planned the campaign correctly and people who want – and can – buy their data have left us. However, not all leads turn into sales. To maximize the number of people who take this step, there must be good coordination between the team in charge of obtaining the leads and the team in charge of sales, so that the leads are contacted quickly. Otherwise, leads will keep looking for options among the competition.
Sometimes the conversion rate from leads to sales is not what you expect. In this case, the landing page may not be reaching the right people profile. Then, ad campaigns can be analyzed and reoriented to capture leads that easily become customers. Sometimes trial and error is the best way to find an effective lead acquisition.