When was the last time you responded to an ad, e-blast or other form of communications about a new product and never heard from the company after they got you what you requested? Or if you did hear from them, it was weeks or months after the original inquiry.
I bet it’s more the rule than the exception, especially in the B-to-B world. What I can’t figure out is why. Unless your product is so unique, wouldn’t you want to let the prospect know why dealing with you is better?
Yet I see many manufacturers still today that have no formal plan to follow and nurture leads. If they are not going to follow-up the lead, then why are they promoting the product in the first place? It’s a waste of time and money.
Many pass the lead on to their distribution network before qualifying them as to what stage in the selling cycle they are.
Wouldn’t it make sense to follow-up with the prospect…
- to see if they got the info they requested?
- to see if you can answer any questions?
- to direct them to a local distributor?
- to possibly offer them some other help or info once you determine where they are in the sales cycle?
A lead that has been qualified and then passed on to either rep or distributor gives them a little better feel for what the prospect is looking for and the application. The lead doesn’t stop there; it’s only the starting point.
There are several CRM programs out there that can help you manage, track and nurture the leads. What I don’t understand is why folks are using them. One reason I found is that lots of sales folks don’t like lead tracking and nurturing programs because it identifies some weak links in the selling cycle. In the world of ROI, I would think Sales and Marketing would want to know where new business is coming from so you can do more of the same.
It makes sense if you qualify the lead before giving it out to follow-up with. You’ll get better results and salespeople might even call on them.
The sales cycle is only as good as its weakest link.