Why do we bother with all this technology? That's easy to answer ... Because it's cool!
It's because we know applying it to our business (when done properly) helps grow our business. Actually it's all about selling stuff ... Because as a wise man once said, "Nothing happens in business until someone sells something..." or words to that effect.
What amazes most folks is that people buy when they're ready to buy - not before. Not on your calendar, or your sales departments calendar - but their calendar. Not very sporting of them is it?
To make matters worse, according to Gartner Research "67% of the prospective buyers who tell you NO today will be ready to buy in the next year."
So that means after all the work it took to 'make that pitch' the prospect is likely to say "No thanks" and wander off ... Only to buy within 12 months anyway. The cheek of it!
I thought you'd find this interesting:
48% of companies quit "selling" on the 1st attempt
24% on the 2nd
12% on the 3rd
6% on the 4th
10% quit on the 5th
And this is the cherry on the proverbial pie... 81% of all sales close on (or after) the 5th touch (sales attempt.)
Amazing isn't it?
So this means that if you warm up a client and then quit before the actual sale is made, you are working for the competition -- because the client doesn't really care how many "touches" they got from whom ... Just that they did.
And paying your sales force to follow up with every single lead is expensive (and doesn't scale well either) not to mention the fact it's human nature to drop leads that seem to be going nowhere.
So what can you do about it? The answer lies in automation.
Consider implementing a Customer Relationship Management (CRM) System with a full suite of automated follow-up marketing processes to support your sales team. Doing this allows your business to process 100% of sales leads - no matter the calibre. Using automated sales and marketing also pre-warms and pre-qualifies leads so your sales team can do what it does best - focus on the 'serious' clients who will become evident during the process.
In conclusion, don't treat every lead equally - they're not. But don't assume you can determine the quality because you typically cannot. That's why you need a system to process your leads efficiently and effectively and a CRM with automated processes is one excellent solution.