The immediate factor
One of the main advantages of search leads is that they usually consist of potential customers who are currently interested in your services. The downside is that these tips require immediate attention if you want to increase your chances of getting them.
Leading the application form
The form search guides on your website or landing pages can be completed at any time of the day and at any time of the week. However, it is common for salespeople to schedule all calls at a specific time of the day or only on specific days of the week.
I once met a customer who asked us to restrict the use of the company’s phone number on the company’s website to attract more visitors to the online form. The reason was that the people who sent the form guides were more involved than the people who called.
Adjust your approach
Now that we have identified the unique nature of search leads and have examined some of the common problems that prevent companies from transforming this potential, here are some simple internal solutions that can have an immediate positive impact.
As we have already discussed, guides for modules generated by research can be very valuable because the researcher is actively involved in the study of solutions at the moment. However, they rarely stop contacting a company; therefore, the first respondents have a clear advantage for these indications.
Send a confirmation message. Often, a potential customer will receive a general message from the site when they click “send” with something like “Thank you! Your request has been confirmed”. It lets you know possible clues that the presentation was successful, but it does not let them know that you appreciate their interest or what will happen next and when.
Routing. Technology, such as dynamic phone number entry (DTNI), not only allows you to detect prompts coming directly from the recording, but also allows you to forward them differently from incoming calls. Remember that a user who is searching is just a click away from finding another potential supplier and is less likely to go to an auto attendant to speak to someone. Being able to send your search leads directly to a line served by an experienced representative will be a big step towards reaching the shortlist.
Stamps. If research guides are sent to voicemail, use the same philosophy as the confirmation forms (above). A simple voice message thanking you for your interest, stating that you would like to answer questions, and saying when to expect an answer will greatly increase your chances of getting involved.
Answer calls. If possible, ask a qualified representative to take calls from the research guides. Remember that these people have found you through research and are looking for a possible solution; they also picked up the phone to call you, which means that they are now interested in talking about your services. If you can achieve it, you will have a huge advantage over your competitors, who cannot.
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There is no perfect system for managing search leads, but many systems are set up to fail. The solutions suggested here are relatively simple and most of them can be managed internally.
By recognizing the urgent factor that is so important and taking the necessary steps to resolve it, you have the best chance of searching leads to one of the most viable and profitable sales channels.