SMBs and Call Centers, Follow Up on Leads—Effectively
Optimizing your lead generation strategy may require some restructuring. Instead of focusing solely on the conversations, you also need to have a plan for the instances when leads do not answer your calls or emails. Devoting time and energy into creating an effective lead follow-up strategy can improve your overall efforts and results tremendously.
Any information received about a lead needs to be handled promptly—calling within five minutes is essential. If you made contact on this first call, determining qualification, connecting on platforms such as LinkedIn and converting your new lead to a contact will start your relationship on a positive foot. All of your calls may not be answered on the first attempt, though. The next few sections will cover how to best handle situations when prospects are not connected with initially.
An effective follow-up strategy begins after the first missed call on day one. You can start with a LinkedIn request, voicemail and email. It is important to maintain consistency in these outreach efforts, which can be done by referencing the voicemail in the email you send. You also can ensure that you are being diligent in your efforts by noting your efforts. If you have not connected with the lead after a few hours, you will need to continue with your outreach efforts via two more phone calls. These phone calls should be spaced throughout the day, without voicemail, to provide the prospect with a chance to answer during a time when they are not busy.
Your lead follow-up strategy does not end after Day One. Instead, you will need to continue your process on day two with the same dedication. Three more calls should be made on the second day that should also be spread out into morning, noon and afternoon. A voicemail and email referencing the voicemail should be left after only the first call. All other outreach on day two should merely be included in your notes to allow you to keep track of your efforts.