How to handle internet sales leads

Transcription

1 Hw t handle internet sales leads t: e: supprt@leads2trade.c.uk w:

2 Intrductin The aim f this dcument is t make yur experience f using 3rd party internet generated leads as smth as pssible. The basic principles f hw they are generated, hw yu shuld deal with them and the different types f internet leads. We aim t be pen and hnest at all times. This is nt a cmpletely unbiased dcument; we are after all aiming t make prfit frm lead generatin, just as yu want t make prfit frm the sales leads yu appint & pitch. At the back f the dcument we will shw the grwth in internet searches, the grwth in access t the web and the change in the markets that make internet leads, the fastest grwing surce f quality hme imprvement sales leads in the UK. This is nt a cntract. T becme a member f the leads 2 trade Trusted Lcal Suppliers netwrk yu need t cmplete a cntract applicatin. These can be btained by calling r visiting Yu may already be a user f internet sales leads, r yu may be wavering n the purchase f yur first batch. Either way there are ways t deal with internet leads that can make them a real asset t yur business. This dcument is meant t assist yu in gaining the mst frm yur sales leads. Where d my leads cme frm? Internet sales leads are passive leads. This is nnsense; never can a descriptin be used in a mre inapprpriate manner t describe smething. Passive literally means nt participating within an activity. Let us understand what has had t happen t the lead befre it arrives with yu. Yu are dealing with cnsumers wh are IT literate & knw hw t use a cmputer; they knw hw t surf the web t find infrmatin n prducts. Let s list the actins undertaken by a cnsumer befre yu receive an internet lead frm leads 2 trade. The cnsumer types a search term (i.e. Slar panel qutes Manchester) int a search engine such as Ggle r Yah. They are displayed a list f suppliers f Slar panel qutes Manchester by the search engine. They click n the advert that appeals t them and is the clsest match t their requirements. They are directed t the web site frm the advertised link. They lk at the infrmatin n the web site and if they like the infrmatin they see, they submit their details int the web site. At this pint they may STILL just be searching fr infrmatin. The cnsumers details are nw lgged and submitted t the leads2trade call centre. Within 10 minutes they receive a telephne call frm the leads 2 trade call centre t acknwledge receipt f their enquiry. The leads 2 trade call centre qualify the enquiry t meet the fllwing criteria: They are the wners f the prperty All the cntact details are crrect The nature f the enquiry It is established that they have a suitable rf rientatin They are lking t purchase the slar panels within the next 6 mnths The preferred cntact number & time are established They want a free n bligatin site survey / qutatin t: e: supprt@leads2trade.c.uk w:

3 Only after this prcess is cmpleted, is the lead cnsidered qualified and released t yu as a sales lead. This prcess cannt be described as passive. It is stringent and is undertaken every time an enquiry cmes t leads 2 trade. The cnsumer has initiated the prcess and is nw an active part f it. As part f the cntact with leads 2 trade the cnsumer knws the name f the cmpanies that will be telephning him/her t make an appintment. He is als expecting the calls within the next 48 hurs. Frm all the enquiries that cme int leads 2 trade; nly 4 ut f 10 make it t yu. 6 ut f every 10 d nt meet the strict criteria we apply and never becme a sales lead. Yu will never see these, we d nt send ut brchure requests, we d nt send ut peple wh have filled in their details just t gain extra infrmatin, withut wanting t see a cmpany. We nly send yu peple details wh want prducts, and wh want a n bligatin qute. The cnsumer has initiated the prcess, they want t buy Leads 2 Trade wn and perate the Trusted Lcal Suppliers grup f web sites. There are ver 40 different web sites generating 1000 s f duble qualified sales leads every mnth. Hw d I deal with them? Yu have t act quickly when yu receive a sales lead Nw yu knw the prcess s undertaken befre yu receive a lead we need t lk at hw yu respnd t the lead. Frm abve we knw that the cnsumer has had several pints f cntact with leads 2 trade t get t the stage f wanting Slar cmpanies t cntact them t prvide a qutatin. Hw yu deal with this sales lead will be critical t hw the cnsumer perceives yur cmpany. We try t give yu a wide windw f 48 hurs t cntact the cnsumer. The reality is that yur cntact needs t be much faster. Cnsider any enquiries yu make n the web, wuld yu wait 2 days fr a respnse? Of curse yu wuldn t the internet is a right here right nw envirnment, if yu search fr infrmatin n the web yu want t find it nw nt tmrrw. Yu need t cntact the lead as sn as yu receive it fr the best respnse. Every leads 2 trade lead has details frm the custmer care persn that has spken t the cnsumer. It will tell yu the best time t call them if fr example they are at wrk and can t take persnal calls, and the best number t call them n. Yu must fllw up quickly r yur cmpetitrs will beat yu t it. t: e: supprt@leads2trade.c.uk w:

4 Cnsider the fllwing scenari; the cnsumer is happy t receive a call at any time n the number he/she has left. He is expecting a call frm ABC Slar Energy, Britelight Slar and Always late Slar. Within minutes f ging nt the Trusted Lcal Supplier websites he/she has had a discussin with custmer care wh have qualified his requirements and explained hw the prcess wrks and he has been cntacted by ABC Slar Energy and Britelight Slar within an hur t bk an appintment. He is feeling really gd abut the service and lking frward t his new Slar PV panels being installed. 2 days later Always late Slar call him t bk an appintment, aplgise fr the time it has taken them, make sme excuse abut trying him several times but never being able t get hld f him, and lking fr a time t g and see him. Nw the experience is nt s gd, are they ging t be the same when they are installing his Slar panels, is it wrth making an appintment with them at all r just stick with the tw cmpanies that he feels gd abut? Always late Slar are already fighting an uphill battle in the mind f the cnsumer befre they even meet him. The cnsumer expects yu t make cntact quickly Leads 2 trade qualify every sales lead befre sending it t yu. Our average sit rate frm leads is ver 80%. Hw d I intrduce myself t the cnsumer? The best way t intrduce yurself t the cnsumer Yur sales lead has cme ff the fax machine, via and / r SMS and yu want t get right n it. Hw d yu intrduce yurself? This is the secnd majr stumbling blck t yu successfully using yur leads 2 trade leads. Even the mst prfessinal cmpanies cme unstuck here s at the risk f teaching yu t suck eggs, let s set up an pening line that will gain yu success. First we need t understand what the cnsumer is expecting. He has spken t the leads 2 trade call centre and knws wh will be calling him. He wants free n bligatin qutes; he has had t d a lt f the leg wrk t get t this pint and is nw feeling pretty gd abut himself. He has fund the supplier n the web and he is in cntrl f the prcess. Yu call him and start as fllws: Hi is that Mr Smith? I have gt yur infrmatin ff the internet. Yu might as well thrw yur lead in the bin, the cnsumer is nw wrried that his details have been sent all ver cyber space and he is ging t be inundated with unknwn peple at all times f day r night. The whle service is nw unstable. In the mind f Mr Smith he has gne frm being in cntrl f the prcess t nt knwing what is ging n, yu are likely t get a frsty respnse. Nw let s try a different pening line: t: e: supprt@leads2trade.c.uk w:

5 Hell is that Mr Smith? my name is Alan frm ABC Slar Energy..i have been asked t call yu by Steve at trusted lcal suppliers t make an appintment t give yu a free n bligatin survey and qutatin fr yur Slar panel enquiry.. Nw Mr Smith feels even better abut himself, he is still in cntrl f the prcess and it is happening exactly as he understd it wuld. Yu are in. Every leads 2 trade lead will tell yu which web site it came frm, the time the cnsumer submitted their enquiry, exactly what the cnsumer wants and which custmer care peratr has spken t him, yu need t use this infrmatin t yur wn advantage. Mr Smith even knws wh is ging t call him s intrduce yurself. Intrduce yurself prperly, the cnsumer is expecting yur call Over 60% f cnsumers wh meet the qualificatin criteria fr a lead purchase Slar Is panels every within internet 6 mnths. lead the same? Yu get what yu pay fr in life, internet leads are just the same There are several surces f internet sales leads. Whilst there are slight differences in every internet sales lead there are sme basic differences yu need t be aware f. Qualified sales leads. These have been qualified by tele sales staff t make sure they meet specific and stringent requirements. Leads 2 trade use the fllwing criteria t qualify a sales lead. They are the wners f the prperty All the cntact details are crrect The nature f the enquiry It is established that they have a suitable rf rientatin They are lking t purchase the slar panels within the next 6 mnths The preferred cntact number & time are established They want a free n bligatin site survey / qutatin Nt every qualified lead meets these stringent criteria s yu need t check yu are getting what yu pay fr if yu are buying qualified sales leads. t: e: supprt@leads2trade.c.uk w:

6 Unqualified sales leads Here at leads 2 trade we wuld call these enquiries nt sales leads. These are basically requests fr brchures, r peple wh have inputted their details nt a sign up page r pp up bx n a web site t gain infrmatin. These are the type f enquiries that we place int ur call centre t qualify against the criteria abve. Leads 2 trade thrw 6 ut f 10 enquiries int the bin, they have wrng numbers, false names, sketchy cntact details r were just brwsing t get speculative prices. Only 4 ut f 10 enquiries make it t becme a qualified sales lead. This type f lead des nt g thrugh a call centre and is despatched directly frm the web site enquiry withut any interventin. Beware peple wh claim t qualify thing autmatically n the web site, yu can nly qualify data fields nt the actual requirement fr prducts. These type f leads are cheaper t buy initially but will cnvert at arund 7:1 s yu have t multiply the cst by 5 t get a true price f a lead. If yu d nt have access t a call centre these leads are prbably nt fr yu. Affiliate sales leads These are specialist sales leads that cme frm web sites that generate huge traffic vlumes frm sme assciated prduct. They are cheap with a very limited cnversin t a sales lead. This type f lead is mre akin t buying data t prcess yurself. Again unless yu have access t a call centre these leads are prbably nt fr yu. If a lead is nt duble qualified, the cnsumer may nt want yur call at all Hw des the price f a sales lead cmpare t printed media? Over the years I have used newspaper r Yellw pages ads, hw d these leads cmpare? Trade Frame Price Quite simply put they d nt cmpare. Yu nly pay fr an internet lead when yu get it, if yu d nt get any leads yu d nt pay any mney. If yu have spent mney n newspaper ads yu will have seen them dwindling dwn t n mre than a trickle. Surprisingly the price f the advert des nt get cheaper. There are many very reputable frms f printed media and it is nt leads 2 trade s place t knck this type f lead generatr, but yu may as well stick yur mney n the 3.40 at Haydck Park. Yu might win r yu might nt in the same way yu might get sme leads frm the news paper r yu might nt, yu will f curse still have paid fr the advert. Research shws the number f peple wh read newspapers is dwindling, in fact many peple prefer t use the internet and televisin fr news, they are never expsed t news print at SELLING all, s check PRICE the circulatin figures fr yurself. t: e: supprt@leads2trade.c.uk w:

7 The basic facts are simple, if yu buy 10 leads frm leads 2 trade yu get 10 leads, yu d nt have t pay yur mney and then hpe yur phne rings. Mst cmpanies shw the cst t acquire a sales lead frm traditinal newspapers, yellw pages, tele canvas r dr canvas at between 80 and 150 each. Are internet leads any gd? What generates yur business, gd leads r gd salesmen? The bvius answer is bth. The real questin is what d yu expect an internet lead t be? Leads 2 trade duble qualify every lead, that means the cnsumer has made a cnscius decisin t search fr a supplier n the web. They have fund ne f ur web sites and entered their details. Telesales have called them and cnfirmed their requirements against ur criteria f They are the wners f the prperty All the cntact details are crrect The nature f the enquiry It is established that they have a suitable rf rientatin They are lking t purchase the slar panels within the next 6 mnths The preferred cntact number & time are established They want a free n bligatin site survey / qutatin If a lead meets all the criteria it is sent t yu straight frm ur system via fax, SMS and /r . We nly pass the details n t a maximum f 3 f ur registered Trusted Slar Supplier members and we tell the cnsumer wh will be calling them and send them an with yur cntact details n. Yu telephne the cnsumer intrduce yurself as we have shwn in this dcument and bk the sales call. It s that simple. Nw fr the tugh lve, every lead is the same, it is qualified in the same way, t the same criteria by the same call centre staff. Hw can sme be great leads and sme nt? The nly thing that changes frm lead t lead is the speed with which it is cntacted and the manner f the cntact. In effect yu cannt change the quality f the lead but yu can change the quality f the cnsumer s expectatin f yu. The nly difference between leads (apart frm the bvius in prduct requirement) is what yu d with it and hw quickly and prfessinally yu d it. Basically yu have a cnsumer wh is lking fr a supplier, internet leads cnnect yu and the cnsumer the same as any ther lead, they are n better r n wrse than any lead surce, they are mre predictable in that yu get the number yu pay fr, and the cnsumer knws wh will be calling them. Wrng, the nly time yu are likely t be in a nn cmpeting situatin is n a referral and even then it s nt guaranteed. Every ther surce f lead is always pen t cmpetitin, the newspapers and directries are full f cmpeting prduct suppliers, research shws that the ptimum number f qutes is 3 fr a cnsumer. It allws them t select what they see as the best value fr mney. t: e: supprt@leads2trade.c.uk w:

8 I have used tele can leads fr years, internet leads are nt the same This is crrect, internet leads are generated by a cnsumer lking fr a supplier, tele can is generated by a cld call t an unsuspecting cnsumer wh is talked int letting a salesman cme t see them. As a cnsumer which ne wuld yu prefer, a sales visit yu have initiated r a sales visit the supplier has initiated. The same applies t all s called pr active lead surces. We are cmpeting against 2 ther cmpanies, it s nt like the paper leads And nw fr the tugh lve, the internet helps t stp miss selling! I am nt suggesting fr a minute that yu wuld ever tlerate that kind f selling. But the hme imprvement industry has had its fair share f peple prepared t stretch the truth in the past. This is the main reasn sme sales peple dn t like internet sales leads. The internet is changing the way peple buy prducts, and sme sales peple are struggling t keep up with the new era. Cnsumers can get infrmatin n almst any subject within secnds by using the internet. In the ld days sales peple always had mre infrmatin than the cnsumer, this is technically knwn as infrmatin asymmetry ne party (the seller) always had mre infrmatin than the ther (the buyer) this is hw prices are kept high and in sme unfrtunate cases why the cnsumer was misled. A claim t have the mst efficient slar panels r the best feed in tariffs in the industry can be checked straight away, easily. The internet changes all this, any claim made fr yur prducts can be checked ut in secnds via the search engines, same fr yur cmpetitrs, s there is n rm fr miss selling anymre. This is nt bad news, a new era f well infrmed custmers want yu t sell them the benefits f yur prduct and service. Gd cmpanies can nly benefit whilst the rgue element will fail. It s a win- win fr the cnsumer and the industry. T summarise 1. The cnsumer initiates the activity, and requests yur visit 2. Yu nly receive duble qualified Leads 3. Yu need t react t them quickly 4. Yu need t intrduce yurself crrectly 5. Yu nly pay fr leads yu get 6. Internet leads are as gd as any ther surce 7. In the future internet lead vlumes will grw faster than any ther surce 8. Internet leads are cheaper than any ther surce Leads 2 trade will send yu details f cnsumers wh want prduct supplying and installing within 6 mnths, we will give yu all the details yu need t get yurself in frnt f the cnsumer.the t: rest is up e: t supprt@leads2trade.c.uk yu! Gd luck. w:

9 Internet facts It may be hard t believe but the internet is taking ver every facet f marketing. FACT! S wh are yu expsed t? An estimated 19.2 millin husehlds (73 per cent) in Great Britain culd access the Internet frm hme between January and April This is an increase f 1.1 millin husehlds since 2009, and 5 millin since (Natinal Statistics Omnibus Survey 2010) In ttal 30.1 millin were estimated t have used the internet every day r nearly every day, almst duble the estimate predicted n (Natinal Statistics Omnibus Survey 2010) Using the internet has vertaken watching TV as the UK s favurite activity. Accrding t research by TNS & Ggle a typical user spends 164 minutes a day n the internet & 148 minutes watching televisin. The mst cmmn place t access the Internet was the hme (85 per cent), while nearly half (46 per cent) f adults accessed frm a place f wrk. The data shw that individuals tended t access the Internet at mre than ne lcatin. (Natinal Statistics Omnibus Survey 2010) The number f internet searches fr Slar energy related searches in the UK is 500,000 every mnth. Isn t the internet mstly fr kids? The higher an individual s incme, the mre likely he r she is t have accessed the Internet. Sixty nine per cent f adults with an incme f 10,400 r less had never used the Internet. In cntrast, 98 per cent with an incme f 41,600 r mre had used the Internet. (Natinal Statistics Omnibus Survey 2010) Silver surfers als accunt fr an increasing amunt f internet use with nearly 40% Of ttal time spent n the internet accunted fr by ver-50s The mst cmmn place t access the Internet was the hme (85 per cent), while nearly half (46 per cent) f adults accessed frm a place f wrk. The data shw that individuals tended t access the Internet at mre than ne lcatin. (Natinal Statistics Omnibus Survey 2010) I have never bught anything n the internet The mst ppular activity n the Internet was searching fr infrmatin abut gds r services (84 per cent). This was carried ut mre by men (88 per cent) than wmen (79 per cent). (Natinal Statistics Omnibus Survey 2010) Sixty tw per cent f adults had purchased gds r services ver the Internet. Of these, 79 per cent had purchased within the last 6 mnths, with a higher percentage f men (81 per cent) than wmen (77 per cent) having dne s. (Natinal Statistics Omnibus Survey 2010) t: e: supprt@leads2trade.c.uk w: