Our own business at Reach24 is all about generating sales leads for our business to business clients but along the way we’ve picked up a few good tips for converting leads into sales.

Here’s one we use ourselves and I would rate this as the single most important thing you can do to convince a prospect that they want to engage your services.

Put simply, talk to your prospect as if the deal is already done. Tell them what they are going to get when - not if - the contract is signed. Explain the benefits that you are going to help them achieve.

Remember that you’re not trying to stiff your clients - you are providing a service they want and so their goals and ambitions are linked in with yours. You and your clients are, in many ways, a team.

Personally, I always ignore the ‘we offer this…it costs this’ part of the process and start with the ‘you will benefit this way, your business can achieve this with our help, together we are going to do great things for you’ side of things.

The costs, contract terms and so on are just mechanisms for achieving a positive working relationship with a prospect and should be treated as such.

If you get to the stage of the conversation where the prospect says “that all sounds great, I’m really interested…what’s it going to cost me”, then you are way more than halfway home.

If this all sounds a little vague and ill-defined, let me give you an example that you may be able to adapt for your own business.

We recently picked up an ansaphone message from a web designer looking for leads for his web design agency.

So, even before calling him back, we already had some useful information about this prospect.

1. That there was a genuine level of interest (otherwise he wouldn’t have taken the time to leave the message).
2. His initial concern was the price of the leads (he had said in his message that he saw that our leads cost FROM £18 each but he wanted to know the exact cost of web design leads).

Calling the guy back, the conversation went thus :

Me: Hi, it’s Mark from Reach24. You’d left a message on voicemail yesterday. You’re potentially looking for a source of good web design leads, I understand.

Web Designer: Yeah, that’s right. I was just trying to get an idea of cost and how it all works.

Me: Oh, that’s good ‘cos I was just calling to give you an idea of cost and how it all works…can I just ask where you’re located in the, um, real world.

[this is my first attempt at establishing a rapport with the client and showing that he’s talking to yer actual, real human being not just a representative of a company that wants his money]

Him: I’m in London.

Me: Right. So you’re just looking for leads from the London area? I only ask because a lot of the enquiries that we can bring you are from all around the UK and they don’t seem to mind where their web designers are located.

[note the ‘that we can bring you‘ - I’m already generating an association between his business and the end result of our service. IE: We can bring him leads from all over the UK.]

Him: We’re happy to have leads from wherever. We don’t want to get enquiries from Sunderland or somewhere a long way away that only wants a local designer though. I don’t want to pay for those…

Me: No, absolutely. Look, it’s not in our interest to bring you enquiries you don’t want. We do speak to all the enquiries first, so if you don’t want leads from businesses who want a local web designer, you won’t get them. It’s not a problem…we can pretty much do anything you want in terms of focusing the leads we’re going to get you.

For instance…well, let me ask you this…is there any particular areas you specialise in. Are you ASP guys or PHP/MySQL or do you mainly do ecommerce sites ?

[I’m showing him some of the benefits here….he’ll get the type of leads he wants, it’s in our interest to help him get those…and I still haven’t answered his question about costs and how it works !]

Him: Let me explain about us. We’ve only been going as a company for a year and we don’t do Windows, ASP.net, ColdFusion or any of that stuff. We are PHP and MySQL developers mainly and we have some great graphics people.

We’ve done a bunch of different stuff, but recently we’ve been involved in developing a couple of small social networking sites. That’s the kind of stuff we’re really into doing.

Me: Really ? We got a social networking enquiry fairly recently. It was for an upgrade of a niche dating site but they wanted members profile pages, blogs, the chance to add music. The whole MySpace type thing, in fact.

I’m just wondering if that lead might still be good…I could send that to you to start you off. It’s a few days old, but you can have it for nothing. Ya never know.

The reason I asked about whether you specialise is we can create some extra pages just to target your particular area of expertise. That works well for our other clients.

[Again, I’m showing the client the benefits as if we’ve already done the deal…I’m offering to send a free lead to ’start him off’. I’ve talked about ‘our other clients’. Everything is from the perspective of ‘the contract is a good as signed…let’s work out how to get the best leads possible’]

Him: OK. But how much does it cost. What’s the upfront cost.

Me: We don’t charge anything upfront. You just get invoiced for the leads we deliver. Web design leads are £19.00 each and we just invoice you at the beginning of each month for the leads we’ve delivered the month before.

[We’re getting to the ‘close’ now. If we’re going to convert this lead into a client, the next questions should be about the mechanism of how it works rather than whether it works]

Him: So, we just pay for the leads we get. How many leads can we get per month.

Me: Up to you. We’d like you to have 100 per month, but you can have from 10 up to whatever you think you can realistically handle. So, I guess the real question is : how many leads per month can you honestly cope with?

[That’s it. I’ve closed this lead…we’re now negotiating based on the size of his business and their capacity to convert the leads we will be providing. From here on in, we’re actually talking about clauses in the contract…ie: number of leads per month and so on.

The point is and I personally think it’s a valuable and useful one: at no point in the conversation did I try to sell him on the service. The assumption was always that he was going to sign. Believe me…this works for all businesses]

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My younger brother, Alex, believes that the most time-consuming and labour intensive parts of any job can and should be automated in some way.

And, on the surface, it’s easy to agree. After all, everyone has parts of their job that they don’t enjoy, that take a long time and aren’t necessarily the most creative aspects of the day.

However, it’s very easy to extend my brother’s idea to the whole of an online business. It doesn’t help that many web developers and computer programmers are not the most gregarious, people-orientated individuals and the idea of automating things to a level where there is no client-provider interaction is often appealing to personalities of that type.

The result of this kind of thinking is that you end up with something like Google Adwords. Essentially, the whole of Adwords is completely automated : you create your ads, you choose your keywords, they go live, the bid prices, quality scoring; preferred cost bidding, etc….it is all automated.

From one perspective, this is great. One system can handle thousands of advertisers with only a minimum of staff. The holy grail has been found. Hallelujah. Praise Be. And Stuff.

However, it comes as no surprise to anyone that different people have different requirements; will require different levels of support and, often, just need that human touch.

From our perspective at Reach24, the fully automated lead generation system looked extremely appealing, but in terms of really delivering for our clients, it just doesn’t work the way you might expect.

We have competitors that have almost completely automated systems and, to be fair to them, we have heard positive feedback about how they choose to do business.

Nevertheless, you remove the human element of business at your peril.

There is no long term value in automating parts of your business if - in the process - you are unable to respond quickly to the particular demands of each customer.

Someone a lot smarter than me (OK, it was Gandhi) once said :

“A ‘Customer’ is the most important visitor on our premises.

He is not dependent on us. We are dependent on him.

He is not an interruption on our work. He is the purpose of it.”

If you’ve ever felt the frustration of dealing with ‘customer service’ (I used that phrase advisedly) from a company that is pretty much completely automated (I give you AOL or Google as prime examples), then you will know that - to really deliver to your clients - it is definitely not always the best policy to automate the time consuming and labour intensive parts of your business.

Those companies that can find the right balance are, ultimately, the ones that will succeed in the 21st Century ‘on demand’ economy.

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