If you’re spending a hefty chunk of money on IT Lead generation and not getting the results that you were expecting, then you might have a hole in your marketing net. Of course having a hole in your net is probably one of the worst things that could happen. This would mean that your efforts have caused an IT sales prospect to become interested in your managed services offer to the extent that they become caught in your ‘net’ or sales pipeline. However, something your sales team is doing or something they are not doing allows them to escape from your marketing grip before you’re able to close the sale. If this is happening in your organization then the alarm bells should be going off and isolating the root cause behind this should be your main priority. What could cause such a gaping hole in your sales and marketing net? Could it possibly be the lack of follow up on Leads?
Make Sure You’re Always Checking Your Marketing Net For Holes!
Follow up is the life blood of sales and one of the keys to successfully landing a sale by staying with a prospect all the way for through from the initial meeting to the signing of the agreement. If you know that your IT service model is state-of-the-art and that your technology offer is price competitive, but you still have a terrible ROI then this might indicate you have a large hole in your marketing net. Lack of proper follow up is the main cause and this should be the first place you look to stitch up that hole!
Normally IT sales people look for signs beyond just a prospects asking for or agreeing to review a proposal before they will invest the time to develop a proposal. This creates a problem where many prospect are just not getting any pricing information in the right time frame and then any possible interest will fizzle out. The second issue is the way that computer business sales people attempt to follow up with prospects in there marketing efforts. Normally, they will call and leave a voice mail one time and wait to hear back from a computer services prospect who never returns their call or they leave far too many voice mails and irritate the prospect.
The key is to mandate that that everybody that has even the slightest interest in receiving a proposal about your IT services should get one by a certain time frame. When the salesman doesn’t have to think about who he/she should develop proposal for, but is rather on auto pilot. Then you would have successfully stitched this portion of the hole. Next you want to make sure that your sales people don’t leave voice mails, but rather just call back on your prospects about 3 times a week. If you do that every week then you will avoid upsetting them but call enough until to get a second conversation with that person. This way you get a change to move the sale forward to the next step!
John Black is the Marketing Director at MSP Telemarketing and has over 10 years experience marketing for IT providers and var marketing to help them get more IT leads that turn into IT sales.