The Sales Archaeologist

The very existence of the term “Cyber Monday” should be an indication of how much our approach to the marketplace has changed

One of the most common questions we get from companies is related to Lead Conversion. Companies are doing a much better job with their web presence and as they “get found” leads are created. Sometimes these leads are responsible for some unique sales phenomena.

“Leads are through the roof but sales are down”

“More proposals than ever but the closing percentage is half of what it used to be”

“Marketing says the sales people are the problem but sales say the leads are no good – who is right?”

Perhaps you can relate to one or all of the above. This demand prompted me to provide one of the most downloaded e-books I ever put together on successfully converting inbound leads into sales and that has been followed by a webinar that will happen on December 2^nd on execution – you can register for the webinar if interested HERE or feel free to forward the link to someone else that could use the help.

When you think about the definition of the word conversion – we are really talking about turning around or going in another direction. Interesting to consider because most of the time when a sales person follows up on a lead the approach is to take them in the same direction, that is – “you were looking at X so let’s talk about X”. In actuality what needs to happen with any first human contact is the same regardless of whether a lead or not:

• Relationship – they need to buy you.
• Need – what is the compelling reason for their interest?
• Commitment – do they want or need to change?

So one of the suggestions that I can make to the sales people reading this is to stop treating leads like they are further along in your sales process than they actually are – no matter how hot they look, they are cold! Unfortunately only about 24% of the sales people currently working are capable of selling consultatively and that is the biggest problem that is directly affecting your lead conversion ratios if you are CEO or more likely a Frustrated VP of Sales or Marketing.

The best way to fix lead conversion is to conduct a meaningful sales force evaluation.

Not sure if you need the help? Why not take a few minutes to Grade your Sales Force