Today’s business climate means that your leads need to be more mobile than ever before. With the constant hustle and bustle of their daily lives, it can be hard to keep up with the latest technology to reach your customer base.
However, a moving lead has proven to be one of the most effective ways to reach consumers on the go and increase sales in the process. What exactly is a moving lead? This article will help you understand how this concept works and why it’s important for today’s businesses.
The definition of a moving lead
A moving lead is someone who will be in your target market, who has an interest in what you’re offering and has some buying power. There are a few types of leads: warm and cold. Cold leads are people you don’t know and have to find through advertisements or radio broadcasts through marketing tactics.
Warm leads are people you have already had contact with but still have not decided to buy from you. They may include friends or colleagues that need convincing before they purchase from you again. A cold lead can become a warm lead by having follow-up conversations until they agree to buy your product or service.
Once someone becomes a warm lead, they become an established client and part of your sales pipeline that continuously moves forward toward closing more sales deals.
When does it make sense to use this strategy
It’s one thing to be ranked at #1 for a keyword term; it’s quite another to earn and convert targeted leads. You need to employ a moving lead strategy, which starts with crafting content designed specifically for non-funnel traffic (i.e., people who are not yet ready to buy).
Since they aren’t your target customers, they won’t be looking for you—and most will never see your buyer intent pages or ads. But that doesn’t mean they can’t become leads.
By publishing compelling content and nurturing them through strategic channels like social media and e-mail marketing, you can build relationships with these website visitors over time, ultimately converting them into potential customers.
How to create a balanced relationship with your moving leads
Every sales rep wants to have an abundance of leads. We’re all taught that if you build it, they will come. But, in practice, that can lead to problems. An imbalance in your business’s list of prospective customers can damage your productivity and profits.
A balance means that all parties—your business and its potential customers—are getting what they need out of each other. The best way to ensure you maintain an optimal flow of new clients coming into your pipeline and existing clients coming out from it is by knowing how much work each party should be doing at any given time to remain satisfied with their relationship with one another.
There are two ways to ensure an optimal relationship with your moving leads. First, identify who they are and what they want. Exclusive moving leads should be clients you’ve been in contact with at least once in person or on the phone.
Follow up by e-mailing them information related to their needs, and allow several weeks for them to get back to you. Now, determine how much of their work each client should do before expecting anything from your business.
If any part of their balance seems out of whack—meaning you’re doing too much work for no return—you need to adjust it.
How to treat your leads right after you contact them
The best way to earn someone’s trust is by being genuinely interested in them. If you want your leads to keep moving down your sales funnel, start treating them with some love and respect. After all, they took time out of their day to give you their information—you need to do them justice.
If you don’t like writing e-mails, consider sending personalized handwritten notes instead. Yes, it takes time, but it’s worth it for both parties involved: for your customer and yourself.
Don’t be afraid to follow up with your leads and let them know you care. Send them information about their project, your products, or something funny that you think they might like. Make sure that all of your interactions with them are personalized and genuine.
They will appreciate it, but they’ll be more likely to continue working with you—which will, in turn, increase your bottom line.
If your company gives away freebies like pens or pencils or anything else that people would like for free (within reason), consider sending these items along with any other correspondence so that clients remember who you are and why they gave you their information in the first place.
Sales Funnel Creation
This is a quick example of how to create leads before you even have your product ready for sale.
Don’t Keep Your Leads Waiting: Once you’ve generated leads, do you wait for them to come to you or work harder than ever to convert them into customers? Creating a content plan will keep your best leads coming back again and again.
Adding More Value as You Capture New Leads: Are they new customers or already customers who just bought from you again? Whatever their status, find ways that they’ll get even more value out of buying from you again and again.
Consultative Sales Approach
A moving lead is when a salesperson wants to meet with you. Each step of your process should be recorded and logged into your CRM software in every scenario. When creating lead lists or other documents for sales reps, they must include their rep’s methodology.
This section allows your company to record how leads were created or any pertinent information about them in real-time. A good CRM will be able to provide data based on each of these criteria and will have an export function that can tell you who are most likely future customers.
Many companies use Dynamics GP, but many other programs like Salesforce, NetSuite, and Microsoft Dynamics.
Why This Method Works
According to The Leads Group, inbound leads (that come via referrals or as a result of marketing activities) are referred to as warm leads because they tend to be better qualified. That’s because people don’t normally refer to businesses they aren’t familiar with or interested in working with.
And, when someone takes time out of their day to recommend you—that’s usually good news! Meanwhile, those leads who call you out of nowhere are cold and may not be worth your time.
Another key advantage of moving leads over cold calling is controlling who sees your information. Those responding to your Facebook ads, for example, have already shown interest in what you’re selling.
At the same time, those you connect with on LinkedIn are probably connected to at least one person who will be impressed if they learn about your company. With that in mind, make sure you follow up on every lead and demonstrate how helpful your company can be.
As long as your moving leads from warm to hot—you’ll be closing more deals. But don’t forget: The best deals often come from word-of-mouth referrals, so it’s important to nurture relationships with new clients and keep connecting with people who’ve previously recommended or referred businesses.