Where is the source of your sales leads?

There is a number of sources available, and we take a look at a few examples.

In this article we look at sources for new sales enquiries and how there are so many different sources to choose from and why tracking is vital. A source of a lead can be as simple as a referral from a friend of a friend or as sophisticated as remarketing AI algorithms, but a source of a lead can come from anywhere.

The last few years have seen the emergence of digital marketing as the leading source of leads for the majority of B2C products and for a number of B2B products, with the key players being Google and Facebook in terms of advertising spend. Those of us who saw the start of Google and the direction of Facebook there was always going to be a point where both Google and Facebook would recoup their huge investment in technology to give people a free platform.

You need to think carefully before you invest in digital marketing and it is not only finding the right person internally or the right external partner, but what do you do when you get a lead through your digital advertising. I look at the huge investment into gaining clicks, leads and forms being filled in, but make sure you have a strategy to capitalise on these leads rather than just ignore them if they do not convert.

In terms of printed materials, you should consider how you use printed materials as they still have a use as a source of leads, not just for B2C but very much for B2B if done as a part of a lead strategy. Leaflets, business cards, flyers, brochures and, even when people can meet again, then signage can play a significant part in generating leads and you should consider the use of printed materials. The use of local directories or even Church magazines are a great source of leads in particular for those in B2C and for many trades-people and home-improvements companies.

The recent events of Covid has led to a different approach to face-to-face meetings; from arranged appointments through to trade exhibitions - most have had to go online. Moving forward, face-to-face meetings will return, but there is a place for online meetings for a number of reasons. However, people do buy from people and that is achieved through meetings and conversations either in person or online. In person meetings are the best way to get to know someone and you should include networking and exhibitions as a really good source of leads.

You must remember that a lead is in a number of cases qualified, especially from an ecommerce point of view – a sale is not only a qualified lead, it is a new customer and you can exploit the lifetime value of that customer. In many cases, a lead is just that: a lead. You then need to have clear processes in place to turn that lead into a customer, Unfortunately, many companies do not have a clear process to take a lead and turn it into a customer.

Finally, you need to record the source for all your leads, for the simple reason being you need to know where to continue to invest your sales and marketing money.

Great to hear from iPlus Sales CEO, Phil Coley, as he shares his expertise with us.

If you want more information on the sales services Phil can offer you, please head to: www.iplussales.co.uk