Fall Harvest: Time to Rake Leads
Like the farmer reaping what he has sowed, you too can improve yields this fourth quarter by buckling down and nurturing the non-buyers who have walked out your door.
Did you know?
Most leads generated by marketing are not acted upon.
Often, leads are not ready to buy and are simply discarded instead of being nurtured until they are ready.
Why?
Simple. Many retail jewelers, and companies in general, do not have a process for nurturing leads through the “lookie loo” phase to the “I’m a valid prospect” phase to the “I’m ready to buy” phase.
Use the following steps to craft your own lead-to-sale process:
- Data Collection & Database Management: The most important step in the process starts with your sales team. Data must be collected for every prospect that walks through your door. Name, email address, mailing address and notes on the intended purchase, likes or dislikes, etc. This information should be recorded in your POS system or database for future use and marketing efforts.
- Timely Follow-Up: Take a page out of the auto dealer playbook and insist on timely follow-up with both prospects and customers. Like the post service satisfaction call you receive from your XYZ dealership, you too should use the almighty phone call to nurture prospects through the sales process.
- Targeted Communication: Direct marketing makes this step easy as pumpkin pie – if you did the work in step one and accurately captured and databased the prospect’s information – think Pandora for Pandora customers, Hearts On Fire® for engagement customers and Philip Stein content for the guy’s watch battery you replaced. The content is meaningful if it’s targeted.
- Frequency of Message = Consistency: Do not mistake quantity for quality. You will fatigue your list. Instead, think consistent, concise and credible information. Establish a plan for your communication and stick to it. Also be sure to measure your response and optimize future “touches” based on the information. Think email open rates and click throughs to in-store traffic from a direct mail piece. Measure. Analyze. Optimize. Repeat.
- One-to-One Communication: Personalize communication whenever possible. Give the prospect the name, phone number and email address of a salesperson that can help meet their needs. And again, a simple phone call is a powerful tool in the process.
- Provide Incentives to Purchase: And finally, make it worth the prospects while to make the leap from prospect to customer. A first-time customer offer is a great way to begin (especially if you are selling online).
So go ahead, pick up the rake and get ready to jump for joy as you see a bountiful fall lead harvest at your store.
If you want to discuss more tips on turning sales leads into sales purchases, email suits@fruchtman.com.
By Megan Meinerding on September 29, 2009 :: Filed under Take into Account,Think
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