Last week, I cleared up the first fallacy of lead generation programs — the more leads, the better! We learned that’s not true and it’s about quality, not quantity.
The second fallacy in our series is that the lead generation process ends with getting leads. In the staffing industry, like many others, lead generation has become a buzzword that everyone relentlessly chases. But here’s the dirty little secret…
Generating a lead is not the ultimate goal!
We fall into the trap of celebrating every new lead and investing heavily in tactics to attract them. Don’t get me wrong, finding and capturing a qualified lead is important, but it can’t overshadow the more important aspect — what happens after the lead is obtained.
Having a system in place to effectively work your lead is crucial. Included in this system is:
- A prompt response. The quicker you respond to a new lead, the higher your chances of conversion.
- Scoring the lead. Establishing a process that prioritizes leads based on their likelihood to convert improves your overall closing ratio.
- A personalized approach. Use the information you’ve gathered to tailor your communication to each lead’s specific needs and interests.
Rarely does an inquiry quickly lead to a sale. Building relationships with your leads over time (cultivation) involves consistent communication, providing interesting and engaging content, and using a multi-channel approach.
But, how?
Develop a content strategy that provides value to your prospects at regular intervals. This strategy could include emails, blogs, social media, white papers, audio, and video content that addresses specific pain points while showcasing your unique expertise. The objective is to stay top of mind with each qualified lead. This engagement goes beyond simple follow-ups. It’s about creating meaningful interactions that move these leads quickly through your sales funnel.
This process should be automated as much as possible using your ATS, CRM, and other follow-up tools and platforms. Regularly review your lead generation and cultivation process. What’s working? What’s not? Be prepared to make changes. This process is more art than science.
By shifting your focus from mere lead generation to a more strategic approach, you’ll improve your conversion and closing rates and build stronger, more lasting relationships with these clients. The value lies not in the leads you generate but in what you do with them.
Next time, I’ll focus on the third and final fallacy of lead generation programs:
Closing the deal is strictly a sales function.