When leads aren’t being closed, fingers start to get pointed - and things can start to get pretty ugly.
When it comes to failing to get prospects over the line, it’s easy to point that finger at the sales team. They’re the ones who are engaging prospects when they’re at the point of purchase, so it must mean they aren’t saying the right things. Right?
You could have the best sales team around, but nobody can force leads to buy into a product or service if they don’t want or need it (or at least know that they need it).
The number one reason your leads aren’t closing is not because sales aren’t doing their job properly, but because your leads aren’t educated enough when you make first contact.
Who’s responsible for customer education?
Sales are, of course, but so are marketing.
Now, before you start turning your cannons in the marketing department’s direction, it’s important to remember that lead generation is a collaborative effort between marketing, sales and operations.
Marketing material should be the product of all three teams.
- Sales should have an input based on their conversations with customers and their pain points pre-purchase.
- Operations should have an input based on their conversations with customers and their issues post-purchase (after all, marketing isn’t just about acquiring customers but retaining them).
If a customer has a conversation with sales or operations, but they then go online for proof points and don’t find them, they don’t have reason to believe what they were told.
This makes any follow-up conversations much harder - especially if you’re having to call a prospect back in six months’ time (as per their request).
If there’s no communication between you and your prospect in the meantime with useful content that's aimed at solving their problems, they could easily forget who you are.
If your lead generation involves constantly educating prospects about solving their pain points, however, that next conversation can be much more productive, as you’re not starting from square one again.
It might even be brought forward from 6 months to 3, or - best case - will see them call you.
The chances of closing the deal with them will also be far greater.