We advise, support and offer consultation to our affiliated service providers in their client acquisition process. Besides, Compar works with a clear information sharing system and assigns an accountmanager to each of our affiliated service providers.

Converting potential clients, or leads, that have shown an interest in your service in to actual clients, or the lead nurturing process, is a crucial aspect within the sales and marketing effort.

In this article we share knowledge on this unfortunately often overlooked part of business.

To give guidance to our affiliated service providers we propose a personalised and structured approach to convert incoming leads in to clients.

Personalised approach

With personalising the approach, we mean, that you do not send anonymous standardised and salesy looking e-mails. We mean, instead, that you make the contact warm, human and with a personal touch.

Approach the lead through different channels, by phone and different personalised e-mails (they key is personalised). Make a good first impression and give the potential client an idea of how it will be to be your client.

After sending a personalised e-mail to the potential client, it is not guaranteed that the e-mail gets opened by him/her. Email open rate might be low while the potential client has a genuine interest in the service. For this reason we advise to approach through phone and potentially even social media.

A way to show the added value of your service provider is by sharing knowledge about questions and issues that you have noticed that the potential client has. By being attentive you are able to notice certain hesitations and/ or doubts and you can add value by sharing your experience and knowledge.

Something important to consider is that leads could go cold quickly. A lead for example could have chosen for a quickly moving competitor. Therefore, following the lead up as quick as possible, and definitely within 48 hours, is recommended.

While considering that leads go cold quickly it is also important to not assume that the lead is ready to buy on the first call. Ask questions, use your senses and very important: take your time, probably every potential client has a slightly different approach to reach to their decision.

Something important to consider is that leads could go cold quickly. A lead for example could have chosen for a quickly moving competitor. Therefore, following the lead up as quick as possible, and definitely within 48 hours, is recommended.

While considering that leads go cold quickly it is also important to not assume that the lead is ready to buy on the first call. Ask questions, use your senses and very important: take your time, probably every potential client has a slightly different approach to reach to their decision.

Finally, we don’t want you to waste time. Some leads are ready to sign on the spot, while others are just broad orienting. In case a lead is really far away from choosing your service you want to find it out quick and effective. To find this out quick and effective, ask qualifying questions, where you try to find out much interest the lead in the potential service has.

Examples of good qualifying questions to test and sense the status of the client are:

How long have you been thinking about .. ?
What are other alternatives that you are looking in to?
What do you like about the different options so far?

The second part of our proposed approach is having your lead nurturing system set up in a structured way.

Structured approach

To kick off with the structured approach we recommend to define the definition of a lead and understand the role of the lead nurturing program within the general strategy of the company. By doing so you will be able to get on the same page with your team about the consistent approach of potential clients.

Second, it is important to consider that while it might be easy to deal with 1 or 2 leads, you and your sales employee might get confused when working with 10 different leads.

To tackle confusion and the potential loss of efficiency in the client acquisition process we recommend to make use of a CRM system. A CRM system could be considered as a full-time assistant and allows to structure the lead nurturing process.

Until the moment that you are using a CRM system, we recommend to use a lead management process in which the different steps of the lead nurturing program are defined and thought out. The lead management process contains the different steps of the lead nurturing program and will help remind you of the different steps of the lead acquisition process.

An example of a part of the lead management process is a scheduled plan on when to approach, when to follow-up, and how to stay in touch with the potential client, while making sure that notes are made and shared.

We at Compar advise, support and offer consultation in setting up a lead management process for your company. We assign an account manager to our affiliated service providers and facilitate in the process of reaching professionally out to leads.

Please contact us if you are a service provider in the Riviera Maya area or Cancun and you are looking for more clients.