Episode from the podcastAuthentic Persuasion Show

[E94] Sales Tech Week: Calling Form Fill Leads and Nurturing Prospects & Referrals

Released Thursday, 22nd August 2019
Good episode? Give it some love!
When someone fills out a form online,
and it hits your CRM for the sales team to reach out to, we all know that the
time for response is the so critical.

Instead of relying on a salesperson to
put in that effort, there is technology to ensure it happens.

In this episode I also cover nurturing
your prospects until they become customers.

And once they are a customer, you want
to have a technology driven system for generating referrals.

Episode 94 – Transcript

Welcome to another episode of
the sales experience podcast. My name again is Jason Cutter.

This is episode 94 where in
week 19 of the show and this week is all about sales technology. And if you’re
not big into technology or you don’t think technology should be around in your
sales process, don’t worry this week is for you to help you understand as a
manager, as an owner, or even as a salesperson, where the technology for sales
fits into the process. Fundamentally.

Always remember that technology should be a tool that makes everyone more effective, not a tool that gets in the way that makes everything harder.

Any kind of sales tech that you’re adding to your stack should be there to make sure that the sales people are performing better and better and producing better results and doing things that are more scalable, such that where you can add more people to your team [inaudible] get the same or better results instead of losing efficiencies.

A lot of times when you add
more salespeople to a team or new salespeople, then the results are actually
worse overall or definitely worse per person. And that’s not what we want. So
we want to use technology to help us get to a different level, higher level,
and a scalable level of results.

Now in today’s episode I want
to talk about things that I’m going to put under the category of lead
management and or nurturing technology. So let’s start with lead management.
And obviously you have your CRM. Hopefully if you’re listening to this, you’re
not on spreadsheets.

If you are, get yourself a CRM, that would be the first thing and then we can talk about that. Now, keep this in mind. I have been successful and done a lot with sales reps, with spreadsheets, especially in the beginning when testing or building out [inaudible] a new process.

Don’t feel like you can’t
close sales unless you have a CRM, unless you have a fancy phone system, unless
you have a dialler, unless you have all these things, what you need is a good
solid sales process, a product or service that people actually want.

That’s a value and that you
can sell. And you can do a lot on spreadsheets anyway, so keep that in mind.
But first off, you want to make sure that you get off spreadsheets as quickly
as possible. If you want a scalable business, like once you know it works and
you know where you want to go, then get yourself a CRM.

Now let’s talk about what I
call [inaudible] [inaudible] call. All right. What is that? And there’s a lot
of companies that have [inaudible] technology for this and I’m not going to get
into the different companies, the different options that are out there.

If you do want
recommendations, you can hit me up,
Jason@cutterconsultinggroupdotcomyoucangoontheketerconsultinggroup.com website
and fill out the form or find me on LinkedIn.

What I put under the category
of instacart is this, if you’re buying leads or you have a form that’s on line,
so you have a web form on your website or you’re buying leads where somebody
filling out a form and then those leads are being posted to you, the moment
those hit your CRM, it hits your database.

That new lead is created,
right? You want somebody to call on those?

I don’t have the stats, but I
know there’s a lot of different ones depending on who you listened to, but the
fundamental thing is the faster you can call that new lead, wow, they’re still
on your website when they just filled out the form, the sooner you can call
them, the better, the more likely you are to get them to answer the phone call
because it’s still top of mind and beat out whoever else they are shopping

Because keep in mind, all
right, and I don’t know if you’re like this, I know that I am. If I’m looking
for something, let’s say its insurance, I’m going to fill out a form and then
I’m going to go to a different website.

I’m gonna fill out that form
and I’m going to fill out that form and I’m going to fill out multiple ones on
different websites and then I’m going to get probably many calls and generally
like most people, whoever calls me first, if they’re professional, they’re
polite, they have a solution for my problem, for what I’m looking to try to
fill or solve or where I want to get to.

Then that’s who I’m gonna go
with. And so keep in mind that’s the same thing you want for yours. If you are
buying web leads that are posted into your system or you have a website where
people have filling out a form and it’s going into your CRM and you’re relying
on your sales reps to take the initiative to call them when they should, which
is right away, you will lose.

Most of the time sales reps
may call, it may not, you don’t know. It’s not predictable. And so that’s not
the way to run the business. Also, they may call it once but then won’t call it

Do they leave a voicemail? Do
they not leave a voicemail? And so you want to put technology in place to take
care of that. Right? And so you want to use a system or have one built for you,
which is what I’ve done in the past where as soon as that lead posts into your
system, it is instantly called on your phone system.

So you’re five, nine, your
RingCentral, whatever it is. Yeah, it’s instantly called. And that call is
instantly connected with one of your reps, so the rep has to do nothing. You
want the rep to not make a decision, not to have any part to play in.

Whether that lead gets called
you want it to be done instantly. That’s the way you win on those web leads.
Even if they’re cheap. A lot of times you could buy really cheap web leads.
Yeah, but the key is getting to them as fast as possible, being the first one
to reach out to that person and then also putting them into a nurture campaign
where they’re going to get called again.

Maybe if they have an email
they filled out, they’re going to go into that kind of nurture. So that’s the
next phase here I want to talk about in this episode is the nurture campaign.
You want to make sure you don’t leave it up to your sales reps for how often
when they’re being called, when they’re being emailed, what voicemails are
being left.

You’ve got a build out what
your ideal nurture process looks like to move your prospects out of the
pipeline, out of the cold and into a sale, to being a client.

You’ve got a structure that,
yeah, and then you want to put in technology in place to do those reach outs,
whether it’s your hub spot email campaigns, it could be even Mail Chimp plugin
that you use to reach out. It could be your phone system that’s gonna dial or

It could be something like
phone burner that works well for this. And then, uh, process and technology
like drips who will send SMS messages and do a chat bot interaction with them
or hello AI, where it’s going to engage with them, get them back on board with

Now keep in mind this is not a paid product placement for any of these companies. They didn’t pay me to list [inaudible] them in here. However, I do have some relationships with some of them for helping them find new clients or get them set up. So if you do want more information, let me know.

But whoever you go with, you
want to make sure that you’re nurturing those leads. Yeah. You’re moving
through an automated process and the number one key, like I said, is that
you’re not relying on your sales reps to do it.

When you fall in that trap of
hoping or relying on your sales reps to follow up with their pipeline or
nurture them appropriately, in some cases, you’re going to win some of your top
reps that you’re going to have 80 20 rule. They are going to be effective.
They’re going to go after it.

They’re going to call,
they’re going to email, and they’re going to do everything you’d want. If it
was done by a robot, they’re going to do it because they’re hungry, they’re
driven, they have a goal, they know why they’re there, they know what they want
to achieve and they see the value in their pipeline and follow-up.

Then you have the middle and
then you have the bottom set of your sales reps and that’s where you’re going
to lose and if you’re paying for leads, you’re buying leads. You need them to
convert both now in the moment, and then also lifetime in the pipeline.

That’s how the company
achieves a profitable cost per acquisition. So make sure you put in technology,
what does that nurturing, and again, there’s simple, easy ways. Don’t be
worried if you’re on spreadsheets and you’re buying form fills and you’ve got
these leads and you’re not sure what to put in place.

Literally you can sign up for
things like mail chimp, which can do some of it. So don’t be bogged down and
worried that you’ve got to have a fancy thing. And I must have salesforce and
I’ve got to have five, nine and then I’ve got to build all these technology and
I’ve got to have this and that.

Like that’s not always
necessary. Now that’s where you’d want to get to. There’s some scalable systems
like that, but that’s not necessary to start and to build this in and to fill
in those gaps and stop expecting your team to do what you think they should be
doing because they never will long term and not all of them. And then lastly,
the other part of the nurturing campaign that I want to talk about was

Now once a client becomes a
client in your system, then what you want to do is you want to make sure that
you have something in place to generate [inaudible] referrals from them.

You want to have some kind of
referral advocate programs, some platform in place where instead of relying on
your salespeople to reach out for referrals where your customer service reps to
reach out for referrals or account managers, whoever it is, you want to make
sure that there’s something in place where the [inaudible] customer can easily
find your company, send referrals and where you can nurture them.

You can send them [inaudible]
notifications, messages, emails, phone calls, text, whatever that is to keep
top of mind with them so that they think about you, your company, your service,
the experience you had, how amazing it was and how they want to tell their
friends and family.

Whether you offer them
compensation or not. Maybe you don’t pay her for rewards. Maybe you do, maybe
you can. Maybe you can’t base on your industry no matter what. Even if you
don’t pay out referral compensation, you still want to make sure you have a
platform in place to stay top of mind and then it’s automated.

Don’t rely, again, this is
the theme. Don’t on your sales reps to call their pipeline of closed deals to
ask for referrals. They’re too busy moving onto the new leads you’ve bought for
them and are have given them and they have moved on.

They’re literally focused on
the here and now and they’re not worried about or thinking about [inaudible]
how they can plant more seeds and get referrals. Of course, we would all love
that. Every sales manager would love a team full of sales reps who care only
about referrals and that is their focus on planting those seeds every time they
close the deal.

But most sales team culture [inaudible] isn’t built around that and isn’t focusing on that and it’s instead here and now, what deals have you closed today? What about this week? What about this month and how do I get you more leads that you can close and be effective and focused on that. So you want to make sure you have a referral platform.

There’s several of them out
there. The one that I recommend to people is called get the referral. Depending
on your industry can work really well. It’s very scalable from one on up, but
make sure you have something in there no matter what you do.

So don’t rely on your reps to
ask for referrals, take control of the company, put that in place, and then
have that running in the background, nurturing it. I hope these things have
helped. I hope these areas have helped. And again, there’s simple processes you
can put in place.

Yeah, there’s complicated
processes you can put in place no matter what. Starts somewhere. Put something
in place in any of these categories and get the pressure off of you expecting
your reps to do things that they may or may not do.

Some of them might do it.
Yeah, but stop relying on it or expecting them to do it. Everyone’s human,
they’re going to forget. Are they going to be sick where things are going to
happen or they’re just not going to want to do it?

So put the technology in
place to fill in those gaps. And again, if you have any questions, one of the
suggestions, reach out to me. I can also go to the cutter consulting group.com
website and see a list of the links from the show as well as the full
transcript. And that’s it for another episode.

Always, remember that
everything in life is sales and people remember the experience you gave them.

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