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With sales leads like this, who needs a back-up plan?
Lucas HamonJul 7, 2017 3:00:27 PM4 min read

Don't Worry About Your Team Screwing Up Their Hot Sales Leads

With sales leads like this, who needs a back-up plan?

Don't give me that look. I know what you're thinking... "Leads are life," when it comes to sales. Without good leads, your salespeople are simply not as effective at their critically important jobs, so there is no "wasting" good leads allowed, right?

After all, those purchased lists are finite, and therefore, there is no room for error.

And THAT is exactly the problem, so today I'm going to show you how putting a little money towards inbound marketing will generate limitless sales leads on a continuous basis.

If you are unfamiliar with inbound, I suggest taking a look at this guide to getting started. It breaks down why it works and exactly HOW. I'll get into it a little in this article as well.

Making bold moves

I recently brought on a business development specialist to reach out to leads that are exhibiting purchasing behaviors, but not yet taking the step to connect with us live.

Historically, our new business has come through leads requesting marketing assessments through our website, which has served us quite well. We were in start-up mode, and the rate in which we were growing based on this purely organic approach was just right.

In fact, every client we are serving today has come through our inbound channels.

But we have a different plan for 2017. In addition to our purely organic assessment requesters, which we're expecting a 300% increase of over last year based on all of the other inbound metrics (visitors & quality leads generated), we are actively reaching out to those exhibiting buying behaviors (like downloading a case study or viewing our pricing page).

Hence, why I brought on a salesperson to help us grow.

How is "limitless" possible?

I'm serious when I say "limitless," and here's why:

Turnover.

It doesn't matter what industry you're in - there is always going to be turnover. According to an article published by Ann Barnes, Managing Partner of Altura Consulting, an employee compensation solutions providor, in 2016, Nationally, our turnover rate was nearly 18%!

Some industries, such as hospitality, which came in at 28.6%, were quite a bit higher than others, such as utilities, which experienced a turnover rate of 8.8%.

To break it down further, they analyzed voluntary vs. involuntary, which I think is interesting, because involuntary signals departures that will blind sight people, not allowing them to give warning to their networks, and possibly even finding it difficult to land a similar position in their next venture. 

This means that there is a constantly evolving sales landscape, with new people in old roles, and old people in new roles. This is why I told my new salesperson not to worry about screwing up the hot leads coming in.

NOTE: A hot sales lead to us is:

  • They know who we are
  • They are interested in our services
  • They're in one of our core industries
  • We have all of their appropriate contact information (phone, email, website, company, approximate company size, and position in the company)
  • Downloaded Middle Of Funnel or Bottom Of Funnel content
  • Viewing the right pages
  • We have a general idea of their problems or goals
  • Created within the last 90 days

I know it's a pretty big list. Maybe I'm crazy for having these standards, but I have an inbound program in place for Orange Pegs that satisfies these requirements every month.

If this stresses you out (I know that many of you view the evolving landscape issue as an obstacle or problem that needs to be solved), it's likely due to where you are getting all of your sales leads.

Here's how to fix that.

How to Generate Sales Leads - organically

1. Get them to come to you:

A never-ending chain of turnover means that new people taking over are going to need answers to problems that your company solves. It also means that those who are clever enough to see the writing on the walls are actively searching for answers as well.

So, give them the answers! Help them find their way as they diagnose the root of their issues, so they can put a plan together that involves your company.

Here's how:

  • SEO - Make sure your website speaks the language of those visiting, and helps them find their way to viable solutions (What does SEO stand for?)
  • Blogging - Write educational articles around concepts and keywords that your prospects are going to Google for
  • Social Media - Many of your prospects can be found on social channels like LinkedIn, Facebook, Twitter, and Google Plus, so engage with them there as well

Download this free guide to getting started with inbound marketing for your business!

2. Get them to give you their contact info

This does not involve mind-control or manipulation. It's very simple. Just offer them a piece of content that is valuable enough to get them to hand over that contact information.

Then, make it available with the submission of a form. 

3. Nurture 

Not all leads are ready to talk to us right away, and we know this by the fact that they don't hit certain thresholds or exhibit certain behaviors. Some are going to require a couple of emails. Others simply need time. A good inbound program will help you nurture those with potential today, and keep the others warm as they go through whatever it is they still have to go through.


CONCLUSION:

If your company were to invest in an inbound marketing program, you would be able to provide your sales teams with a limitless supply of sales leads.

In addition, these aren't just ANY leads. These are INBOUND leads, which, if you don't know what one looks like, you MUST:

See what all the fuss is about with those juicy inbound marketing leads!

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Lucas Hamon

Over 10 years of B2B sales experience in staffing, software, consulting, & tax advisory. Today, as CEO, Lucas obsesses over inbound, helping businesses grow! Husband. Father. Beachgoer. Wearer of plunging v-necks.

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