Who is your ideal client?
What do you use to generate new leads?
How do you manage your leads?
Are your leads warm or cold?
Is your CRM providing results?
If these questions make you umm and ahh, then chances are your leads are falling through the cracks.
The most effective and fastest way to make sure you can answer these questions is to ensure that you’re using a CRM that is customized to suit your business. A well-oiled CRM can provide you valuable information about your potential customers and clients. This information can give you the edge when it comes to converting leads into sales.
Your CRM should show you:
Imagine being one step ahead at all times. If you’re a small business owner and you’re not using a CRM to gather this valuable information on your contacts, then it’s time to schedule a consultation and get started.
Below I will elaborate on three common but significant mistakes that people make when implementing a CRM for the first time, resulting in leads falling through the cracks.
You must know how to identify your ideal client. I often come across business owners looking to generate massive lists. A big list is a great goal, but only if it is an active, engaged list of your ideal customers. Disengaged contacts who are not your ideal client are not worth anything to your business. A small list that buys is way more valuable than a big list that doesn’t.
Not only will disengaged contacts not help your business, they can negatively impact your sender reputation. This can have terrible effects on email deliverability for the leads who do fit your ideal client. This means that the more people who aren’t your avatar who are on your list, the fewer emails will be delivered to the people who will buy from you.
If you know your ideal client, you can make new leads take a small extra step to ensure they are a fit for you. This process may vary depending on your industry, but it is often in the form of a short quiz, questionnaire, intake form, or survey. This provides you with information about the contact and provides your leads with an idea of the value they will get from working with you.
Refining your leads ensures that you aren’t wasting your time or efforts on people who don’t match what you offer. You can pay more attention to those of value and lower the chance of them falling through the cracks.
The period after gaining a new lead is equally as important as generating the lead. New leads quickly cool down if they don’t receive follow up communication after subscribing. Without a CRM, you would have to follow up with each contact personally. CRM’s allow you to automate follow-up campaigns, so you don’t have to reach out to each individual manually. That is a huge timesaver for you, and it ensures that no leads fall through the cracks.
This automated follow up reminds the lead that you’re still there. Without nurture, people forget about businesses very fast. You’ll always be first on their mind if you continue to provide value after they first demonstrated interest in your services.
After you capture leads, you need to follow-up with them and find out if they are a good fit for the products and services you offer. If you find out they are a good fit, you have more work to do with them before converting them into clients.
How can you track this in the CRM? You can use the sales pipeline feature. You can configure your sales pipeline to match the stages of your sales process. Ideally, you want a sales pipeline with potential clients in all stages. The sales pipeline feature helps, specially in the business to business (B2B) environment, where it takes time to close a contract. The sales pipeline can help you remember exactly where you left off with a potential client that you talked to 3 weeks ago.
A CRM customized adequately for your business will always provide great ROI when properly implemented. Just remember:
This may all sound great, but it can be daunting, and you might not know where to begin. You might not have a CRM at all, or maybe you do, and you do not see the results that you would like from your CRM. If this sounds like you, Small Business CRM Coach offers coaching and packages to help your small business hit the ground running in a well-optimized CRM.