Are great leads the life-blood of your business? Some businesses have no trouble generating enquiries and getting repeat customers. But for many it can be a struggle altogether. Lead generation can even be seasonal and hard to predict – making strategic planning a challenge.
Traditionally, most businesses think they need to burn more shoe leather, make more calls, and run regular special offers to get their share of leads – but there are smarter, more technically advanced ways to generate leads without expending as much energy.
Here’s how to take steps to introduce automated lead generation in your business:
Automate lead generation through quote follow-up and enquiry responses
Surprisingly there are businesses who actually get many qualified leads, but struggle to cope with the numbers. An eventual client of mine once confessed that he was potentially losing up to $1 million a year in revenue solely because he was failing to follow up on smaller quote requests.
In his case, they lacked the sales resources to follow up the small deals. So by automating the quote follow-up process, you could be sending personalised messages to potential customers without needing anyone to physically write and push ‘send’. Not only will you alleviate some of the pressure for your sales team, but you’ll also be making sure no good lead goes wasted.
Revitalise old leads with triggered workflows
Lead generation is not just about new business – it’s just as valuable to look at your existing customers for opportunities to up-sell, cross-sell, or replenish orders proactively.
With an integrated CRM like HARMONiQ, your sales staff have access to every customers’ transaction history, allowing them to cleverly use that information in their conversations with them. An even more useful feature is date-triggered workflows. This allows you to create triggered campaigns to go to specific customers, for example, when their next order is due, or if there’s a new product in stock that they may be interested in.
Target and segment your marketing campaigns
Most systems and databases make it tedious and manual to extract targeted marketing lists. This means that you’re much more likely to send generic marketing material to your prospects and clients – even though it’s not as effective.
With a CRM like HARMONiQ, you could easily create segmented marketing lists using key contact data, such as location, industry, or product type. This allows you to then send marketing material that’s specifically relevant to them – such as special offers for a complementary item. With in-built integration with Campaign Monitor, a leading Australian email marketing platform, you can easily configure automated workflows with branded templates.
Hold your Sales team accountable with measurable KPIs
In many businesses, it’s unclear exactly what activities your sales people are carrying out day-to-day. Are they spending enough face-to-face time with clients? Are they following up on their leads? Are they neglecting any key accounts?
Instead of hounding your sales staff for this information – wouldn’t it be more helpful if all of this was tracked in one location? With a CRM like HARMONiQ, not only does it automatically track all your sales activity down to an individual rep, it also ties it back into the financials. This makes it easy for you to generate reports for monitoring KPIs, keeping targets on track, and highlighting areas for additional training or coaching. Even the most dedicated sales staff can benefit from extra motivation through better monitoring of KPIs – especially when the software does it for you.
If you didn’t already know, HARMONiQ is a powerful new platform brought to you by Micronet Systems, with plenty of in-built automation to really revolutionise the way you do things – such as generate leads.
With HARMONiQ you can:
- Empower your staff with great tools for automating follow-up tasks and increasing efficiency – ensuring no leads are ignored.
- Configure simple and powerful workflows to ensure you capitalise on opportunities with old leads or existing customers.
- Easily segment contacts and accounts according to contact criteria. Create segmented marketing lists, and then use Campaign Monitor to send beautifully designed, branded emails to your database.
- Get better visibility of your sales teams’ activities through automated reporting to improve KPI monitoring and overall performance.
If you’d like to find out how Australian and NZ businesses are using HARMONiQ CRM to achieve additional process automation, outside of lead generation – let me know. I’ll organise a quick demo to show you some of the great things HARMONiQ can do for your business.
Drew Arthur is the Managing Director of Micronet Systems and is focused on helping business leaders overcome inefficient sales, inventory, and customer relationship management practices by leveraging cutting edge technology. If you want to gain better control of the sales processes in your business, click here to organise a demo to see how HARMONiQ Business Tuning Software can make a difference to your business.