Have you ever worked your tail off on an awesome marketing campaign, generating great leads for your client, only to find that few of those leads are converting into paying customers?
It happened to us, running ad campaigns for doctors.
You can learn from our real-life lessons on three ways your client may be inadvertently sabotaging their own lead conversions and what we did about them.
If you are confident that you are targeting the right audience and bringing relevant leads, then you will want to investigate these areas for problems.
For Average Lead Conversion Rates by Industry – Click Here
Problem 1: They Don’t Have Dedicated, Trained Staff for Lead Conversion
If your clients are small to mid-size, they likely don’t have dedicated staff to respond to leads.
In our case, we found one doctor had receptionists and nursing assistants assigned to working their leads.
That can be okay if their staff prioritizes lead contact and follow up.
It is a bigger issue if that same staff has no experience or training to “close the deal”.
Have a discussion with your client and their staff who are handling the leads.
With our client, we found they lacked training, and their responsibilities were unclear.
We connected them with resources that would get them the training they needed. Also, the doctor designated a primary and a backup individual.
They went from barely any lead conversions to over 10x improvement in conversion rate.
For a Little More Depth on Lead Conversion Sales Process – Click Here
Problem 2: They Are Not Responsive to Incoming Leads
Leads age. Every hour that goes by, their value declines. Your leads go from a potential customer who was ready to engage to one who may have had a change of heart.
Another of our client doctor’s staff had challenges in following up within 24 hours.
We found that the lead forms that came to them in an email were not “visible” in the sea of regular emails they had.
You may need to do some detective work, secret shopping, as well as, frank discussion to get to the bottom of this.
We ended up agreeing to change their ads to route a call to a designated office number where Leads were sure to get an instant response.
Their lead conversion improvement turned a negative ROI into a rather profitable source, and bigger ad spend.
Why Follow Up in 24 Hours is Critical to Lead Conversion – Click Here
Problem 3: They Are Not Attentive / Managing Their Staff on Lead Conversions
Your clients may be like ours – they are not professional sales managers.
Yet, they do need to adopt measurements and processes that ensure they are keeping tabs on their staff’s performance.
This is hard to assess and delicate to discuss with a client.
One of our doctor clients had several “lines of business. Ultimately, with a trusting relationship and frank discussion, we were able to understand that the one we were advertising was, unfortunately, not a high priority for him.
If he were motivated, we were prepared to help him plan metrics and reporting that he could review with his staff weekly, and monthly, to maintain a healthy lead conversion ratio.
There are some things you cannot fix.
We agreed to halt the ad campaign. It was not a good investment for the doctor to continue without the supporting back-end for success..
We did leave the door open if his priorities were to change.
If Three Reasons Lead Conversions Suck are not Enough – Click Here for Eight
The Ultimate Fix
Ultimately, you need to get this right from the start to optimize lead conversions.
When you first engage with a client for a lead generation campaign, ask them about these three things.
Are they prepared for success too?
It is now part of our checklist for engaging clients and should be on yours too.
And with your existing clients, where lead conversion seems a problem, these are the key areas to check for ways to improve those numbers and THEIR ROI.