Converting More "Clicks" Into Qualified Prospects
When your business hours end, your company Web site stays open for business. Faced
with a pressing problem, most people today turn to the Internet as a 24-hour-a-day tool
for researching issues and looking for solutions.
Online inquiries can come in anytime, from anywhere, but can be lost just as quickly.
Giving prospects the information they're looking for, and providing it fast, is critical
to your success in closing online leads.
To convert more of your Web "clicks" into qualified clients for your company, start by
addressing the key issues.
Understand online prospects
Above all, online prospects may have many questions they need answered: about their
interests, Once they complete your online intake form or request information you have a
window of opportunity (albeit often brief) to address those concerns and demonstrate the
level of service and expertise you can provide.
Respond first
Online prospects typically are looking for immediate help. In many cases the company
who responds first, wins.
And in a world of 2 a.m. Web searches and instantly available information, your
response time ideally should be measured in terms of hours, not days.
Follow up quickly on incoming e-mails, inquiries left on your voice-mail and phone
calls taken by staff. A return phone call typically is the most effective response. If
there's no answer, leave a message indicating your availability, and a direct phone
number or e-mail address where you can be reached 24 hours a day. Mail a brochure or
other information about your company to the prospect the same day that you receive an
inquiry.
Whatever lead-tracking system you use (a prospect sheet, management software, a simple
manila folder), make updating it and following up a part of your daily work routine.
Finally, check the contact information that you provide on your Web site. Is it
complete, up-to-date and easy for site visitors to find? From every page on your Web
site?
Make it easy for a prospect confronted with a time-sensitive, stressful or unfamiliar
need. Providing clear contact information - then following up promptly with a personal
response -gives you a big advantage in converting that prospect into a customer.
Provide a quality response
Invest at least a few hours per week in following up personally over the phone with
prospects who've contacted your company. They'll value the attention from you, it's an
opportunity to qualify the prospect and your interest in their business.
A good rule of thumb, when you're on the phone with a prospect, is to go slightly
beyond the standard FAQ information that you likely provide on your company's Web site.
You want to establish your expertise, demonstrate interest and overcome any objections
the prospect has.
Moving forward
Nearly 73% of American adults (and 91% college-educated Americans) are now are online,
according to a Pew Internet & American Life Project. Research shows that the vast
majority use the Internet to do research and make purchasing decisions. As each
generation becomes more technically savvy, Web-based leads will become an increasingly
key part of your new-business development strategy.
By understanding the needs of online prospects and providing a fast, high-quality
response to leads you receive, you'll have a great opportunity to convert more clicks
into sales.