For salespeople, one of the most difficult portions of the job is lead generation. There is much more to lead generation than just finding people to call — it’s about finding the right people to call. Trends in the marketing industry are focusing on finding leads that are qualified and interested in making a purchase, allowing the sales team to be more likely to close the sale.
Before deciding which lead generation strategy is best for their marketing campaign, a company must decide what method they will use to evaluate their success: cost per acquisition (CPA) or ad-spend return on investment (ROAS). While ROAS is the simpler — and therefore more commonly used — metric, CPA allows the marketer to gain much more in-depth insight regarding how effectively their budget is being used.
How Live Transfers Can Increase Conversions
One of the most prevalent lead generation strategies marketers will see this year is live transfers. In a live transfer, a company has a third-party vendor responsible for generating leads and pre-qualifying prospects. Once the lead has been screened, they are transferred to the salesperson, who continues the conversation and tries to make a sale. This strategy is valuable and effective because it allows the salesperson to speak with a potentially interested and qualified prospect in real-time.
The main benefit of lead generation using live transfers is that they focus on qualified and interested prospects. Since the third-party vendor pre-screens leads to ensure they meet all minimum qualifications, salespeople are only talking to leads who have expressed interest in the product or service and are qualified to make a purchase. This will help increase the conversion rate because these leads tend to be warmer and reduce CPA by increasing the likelihood of a successful sale.
When it comes to higher-priced or complex products or services, live transfers can be particularly useful because the salesperson knows the lead is already interested and qualified. As such, they do not have to waste time trying to educate or persuade uninterested or unqualified leads of the value of their product or service.
Using Inbound Calls to Your Advantage
Similarly, marketers have used inbound calls to better utilize their salespeople’s time on interested leads. Many telemarketing regulations only allow companies to call individuals who have “opted in” to being contacted. Since the customer initiated the contact in an inbound call, it is no longer necessary for the salesperson to worry about obtaining prior consent. This is in contrast to live transfers, which are technically initiated by the company and require the customer’s consent before the transfer is made.
The primary benefit of inbound calls is that they allow the salesperson to have greater control over the customer experience. In an inbound call, the sales representative can have a script or set of guidelines they must follow, ensuring they hit all the required beats for the call. Additionally, the company can monitor the call to ensure that the sales representative is performing consistently and providing a high level of customer service. With live transfers, the salesperson takes over after part of the sales conversation has already occurred, giving them less control over how it progresses.
Inbound calls also have the advantage of significantly increasing the salesperson’s credibility. Because the customer actively chooses to contact the company, they are much more likely to trust the salesperson than one who has called them unsolicited. For companies selling high-cost products or services, this feeling of trust is paramount, as these salespeople are asking customers to make a significant purchase.
How Pre-booked Appointments Allow Better Sales Presentations
Pre-set appointments also give salespeople better control over the sales presentation. With a pre-booked appointment, the sales team is given time to prepare for the meeting in advance. As a result, they can tailor the presentation or demonstration to the specific needs and interests of the prospect. With the right screening questions asked during the appointment-setting process, this can significantly increase the chances of successful sales.
One of the biggest advantages of using pre-booked appointments is that this method allows the sales team to significantly improve the customer experience. A lead may grow disillusioned with the sales presentation if they feel like they are being given the same spiel that has been given to every prospective customer before them. It is important for salespeople to pay attention to kept rates and the internal follow-up process leading up to the appointment to understand whether the appointment is the pivotal factor in their success.
How Form Fills Give Salespeople Greater Control Over the Presentation
The final lead generation strategy that has shown great potential is the use of form fills. Like inbound calls, form fill leads present companies with the opportunity to bypass “opt-in” requirements. Filling out the form serves as the customer’s consent to be contacted, as they actively choose to provide their information to the company and express interest in their product or service.
Form fill leads also give telemarketers greater control over the sales process, as the company can control what information is gathered from the prospect. Any information relevant to the sales process, including the prospect’s needs, budget, and decision-making timeline, can be collected to allow sales teams to better qualify and prioritize leads.
Marketers can choose from various lead generation strategies to source qualified prospects for their salespeople, including live transfers, inbound calls, pre-booked appointments, and form fills. Each method has its own advantages and weaknesses, but the common qualities marketers should strive for are an optimal customer experience, control over the call, and the ability to focus on qualified and interested leads. With these qualities in mind, salespeople will hopefully increase their conversion rate and reduce their CPA.