Why are many of your qualified sales leads not converting into sales?

Why Leads Do Not Turn Into Customers

Perhaps you are trying to convert the person on the other end of the phone into a customer. Or maybe you run an online business and are trying to turn your browsers into buyers. No matter where your business is conducted – online or offline – the following six points might be some of the hidden reasons why you are not selling as much as you can.

1. You did not ask for the sale

Many sites do not ask for the sale regularly throughout the sales process. People (site visitors) should not have to dig around your site to find out how to buy. Salespeople should understand this concept.  I personally do not like direct methods of asking for the sale (e.g., “Are you ready to sign up?”) and prefer more subtle methods - guiding methods - with suggestions such as, “I only need a credit card to get your order into production.”

2. The leads feel like they are being sold

Many customers turn off as soon as they sense a sales pitch so focus on what you can do to solve each customer’s problem. It sounds “canned” but helping people get what they want is truly, as Zig Ziglar put it, the way to get what you want. Sell benefits over features don’t be afraid to give your company’s qualifications and experience and provide examples of your services or product in action. This is especially true online. 

3. Working with you (or your salespeople or systems or whatever) is too difficult

For offline sales, you need to salespeople and systems that are ready to serve. Knowledgeable salespeople backed by systems and support that help them answer customer concerns, solve customers’ problems, and generally break down barriers are musts to maximize your conversions from leads to customers.

Along the same vein, your e-commerce site needs to lead visitors through the decision and buying process and right through the payment process. If your site does not accept payments online but is meant for generating sales leads, design it to support your salespeople and customers with information that will guide them through the buying process.

Map your online and offline sales processes – and run them by a third party for unbiased feedback. Cut fluff and add features that help make it easier for the potential customer to do business with you. 

4. Your inquiry response time stinks

You need to contact your sales leads as soon as possible (really - ASAP) after receiving an inquiry. The longer they wait to hear from you, the more likely they are to go elsewhere. I cannot stress this enough.  It difficult to reply to customers immediately but there are automated systems that will help you and you should take advantage of them. If nothing else, check your email often (without becoming a slave to it) and respond by phone or email to inquiries as soon as you get them.  You will be amazed at how much sales leads appreciate an exceptionally fast response. Sales leads show appreciate with money.

5. You have not convinced your lead that they need your product or service

That is, you may not have not showed them a solution to their problem. When you contact a lead, customize your response to show them how your business will meet their needs. Clear away the stuff that will not pertain to them and just give them what they need. Keep it short and succinct. If there is not enough information to do this, ask what you need to ask to find out how to help them best. Never be afraid to ask questions. that will help your clients.

6. The lead has a question that has not been answered

Some sales leads have hesitation(s) they may not not be able to put into words.  An example of such a hesitation might be based on a customer’s lack of industry-specific knowledge and his hesitance to display his weaknesses at the bargaining table. These unmentionable questions are tough to learn but through diligent questioning and your dedication to creating solutions for customers you will learn over time what these questions are so listen carefully and respond to them.  Provide information on your website to alleviate concerns as you uncover them and make sure your salespeople are aware of customer concerns and have the knowledge, training, and tools they need to respond to them.

If you have any questions about the above or would like to discuss your lead conversion rates email me at chris@leadoptimize.com.

Subscribe to the Lead Optimize.com Newsletter and get two free e-books immediately.