In 2017, I did a presentation called “You Have a Lead. Now What?” for the River City Express Network which is an affiliate of the American Business Women’s Association (ABWA), one of the largest professional women’s organizations in the country.
I talked about there’s a huge difference between getting leads and creating sales.
That content, networking, advertising and lead generation activities are the elements of marketing that get most of the attention. But these alone do not fully complete a lead-to-client process.
For example in the home service space, bringing in a lead is 1/9th of the process.
- You have to answer the phone.
- You have to listen to customers.
- You have to explain how you work, the problems you solve, and why you’re a great fit.
- You have to book the lead.
- You have to dispatch it correctly.
- You have to show up on time & in an operational vehicle.
- You have to make sure all parties are on the same page.
- You have to quote or estimate properly.
- You have to get the sign-off on the work.
The point I’m making here is that for any business once a prospect has expressed interest in buying from you, it’s important to have a structured sales process to keep moving toward a decision