10 Biggest Mistakes Sales People Make with Their Internet Leads
Should business buyers who request product information online be treated like any other sales lead? In some ways – yes; in other ways – no. At Wheelhouse, our team has been in the leads business for well over a decade, and we’ve delivered literally millions of sales leads to thousands of business customers over the years. Needless to say, we’ve seen some very clear patterns with lead handling that cause sales people to win or lose deals. Here are the 10 biggest common mistakes that sales people make when it comes to handling their Internet sales leads. We’re sure you’re not making any of these, but just in case – read on!
Mistake #1: Not having a defined follow up process in place, and one that includes a fast follow up
It’s an overused cliché, but when it comes to winning a sale with an Internet lead - the early bird really does get the worm. When an Internet buyer is shopping online and they request more information on a particular product, they’re in the buying mood. The first sales person they hear from is going to have a distinct advantage. In addition, the very nature of the Internet is fast-paced – people expect to get information quickly. This expectation carries over from the research process to the buying process, and especially with business buyers, where time is always of the essence. The business buyer will respect your quick response and ability to meet their needs right away.
But even more important than a fast follow up process is having a follow up process. Having a defined follow up process helps you get better (practice makes perfect) and also enables you to clearly identify which steps may be working and which aren’t. Your follow up process may include multiple communication channels to reach your sales prospect and a defined plan for what information you provide to them and when. Having a solid process in place is like having a defined travel route planned out ahead of time so you can get to your destination as quickly and efficiently as possible.
Mistake #2: Giving up on a lead too quickly and too easily
It’s very easy when you hit your first wall with an Internet lead to claim that it’s just a bad lead, especially if you’re paying for that lead. But unlike leads for consumer products, which might include dream shoppers looking at cars or houses they really don’t intend to buy, business buyers rarely, if ever, have the luxury of submitting a lead for fun. Approach every lead as though they’re a golden opportunity and apply your thorough and relentless follow up process every time, and you’ll greatly increase your odds of success. After all, you would never want to lose that sale because you gave up before your competitor did.
For additional tips on how to avoid this mistake, check out the article“Handle Every Response to “What’s Your Purchasing Time Frame?”)
Mistake #3: Not providing a seamless experience to the Internet buyer
When you receive a lead from an Internet buyer, you don’t want treat them like a cold call or someone who walked in off the street. A business buyer researching products online has gone through a process of research and comparison before submitting a request for more information (i.e. submitting a lead.) When you first contact them, make sure you’ve studied the lead you received ahead of time, and approach your prospect as someone who is informed.
Mistake #4: Assuming your lead is not informed
The Internet makes it easy to comparison shop. The good news is - by the time the shopper submits a lead and goes through a pre-screening process (depending on your lead provider), they’re most likely ready to have a serious conversation about purchasing. The bad news is – they have information, they may have read product reviews, and they may be talking to your competition. But that’s the beauty of the Internet and leads from independent websites – people want choice and you get a shot at more prospective buyers than ever before. A well-informed buyer is a great sales prospect because instead of focusing on educating them, you can focus on correcting any misconceptions and convincing them that your products are the best and that you’re the person they want to do business with.
Mistake #5: Not giving your lead the information they have requested (or dodging their questions
One of the worst things you can do with a sales prospect is to not address their questions and not provide relevant information. And this is doubly important for an online buyer because they are already fairly informed (or they believe they are) and they are ready to discuss specifics. If you’re not ready to answer specifics about certain questions, like pricing, set-up fees, or level of support, at least provide some general information, such as price range or time frame parameters on when they’ll see results, etc. rather than skirting the issue entirely. And then explain why you can’t provide specifics yet, but assure them that you will as soon as possible.
Mistake #6: Assuming a brush off is a lost opportunity
If you contact your lead and they brush you off, don’t automatically assume they are a lost opportunity. One of our colleagues here at Wheelhouse described this very situation. After he submitted an online lead to refinance his home loan, he was contacted right away by an eager loan officer and he spent a fair amount of time on the phone providing his information to her. Then shortly after, two more loan officers called from other lending institutions. He was still very much in the market (and therefore a great sales opportunity), but by the third person who called, he was tired of providing his information, and brushed off the third sales person. However, the third sales person didn’t give up. He politely said, “This sounds like it’s not the best time for you, but I am certain that I can provide you with the best deal, so why don’t I follow up with you in two days?” As it turned out, our colleague did go with the third loan officer because he was the most professional and the easiest, most thorough person to work with.
Mistake #7: Trying to set an appointment to meet before you’ve established a relationship
You want to focus on selling the appointment before selling the product when you first contact an Internet lead. However, what’s even more important is “selling the relationship with you.” We can’t underestimate this enough. Yes, keep your end goal in mind, but never let your eagerness get in the way of building trust and starting out on the right foot.
Mistake #8: Having a sense of entitlement because it’s an Internet lead
While we all wish closing an Internet lead was as easy as whisking people through the checkout line at a busy grocery store, the fact is - you still need to use your best selling skills with your Internet leads. Yes, they are most likely more informed, they have done their research, and they are “in the funnel” – but like going on a first date or meeting your in-laws for the first time, you still need to be on your best behavior and on your game with your Internet leads. You need to build trust, build a relationship, and deliver value at every step.
Mistake #9: Assuming the person listed in your lead is the only person in the decision process
It’s important to view an Internet lead as far more than the one person listed on the lead. An Internet lead is your entrée into a big opportunity and you’ll want to view the person listed on the lead as the one who is going to facilitate introductions for you. There is almost always more than one decision maker when it comes to a business product purchasing decision. So whether the person listed on your leads turns out to not be your champion or not, don’t stop there. Always work on getting to know who else will influence the decision to buy from you.
Be sure to see the complimentary article “The Buyers Behind Your Lead” for more ideas on this topic.
Mistake #10: And last, but by no means the smallest mistake – failing to track and measure the performance of your lead sources and individual leads.
You’ve all probably heard this before – if you measure it, you can manage it. And every successful sales organization we’re ever seen is meticulous about tracking and measuring the performance of their leads sources as well as the individual leads themselves (i.e. attempts to connect, close rates, cost per lead, etc.) However, the fact is, many sales people do not track the performance metrics of their leads, and many organizations fail to do this adequately as well. Those that do, however, are far more efficient and successful.
For more details, check out the article "What to Measure when Working Your Leads."
Good luck!