Small Business Lead Conversion: 3 Tips & 1 Story

Small Business Lead Conversion: 3 Tips & 1 Story:by Adam DeGraide
Running a small business is full of excitement, surprises, expectations, and possibilities. There are a million things on your plate everyday. One of the serious aspects to take care of is converting leads into sales, and turning those sales into repeat business. There will be many challenges along the way. Below are three tips plus one story to ease your mind, and get you on your way to being a conversion master.
The challenges of a small business
Doing business with people you know is where the local business can really win, if you have great people, great products, and great processes. What I’ve discovered in the last fifteen years of helping thousands of small businesses is that in most cases, small businesses are the last to adapt to the way the consumers want to do business in today’s modern environment. There are major challenges to stay relevant and current while delivering the personal touch that all of us have come to expect from our local businesses.
1.     A small business should pursue leads, BUT…
The last thing most businesses need is a new lead – literally, a lead is the last thing! Leads are where we are always inclined to start, but they shouldn’t be the first step. First, make sure there is a clearly defined and mapped out sales process so everyone in the organization knows it, and how they fit into it. Then, make sure success is quantifiable, so educated decisions can be made as to effectiveness or ineffectiveness. Then, and only then, do you turn on the lead flow. Pursuing a lead is very simple. Once a lead is generated, be relentless in follow-up and follow-through. Never quit until the client is yours!
2.     Work with the modern consumer…
The Internet has changed the way modern consumers wish to research and transact in their purchases and buying decisions. Whether via local business websites, social media, or mobile communication, modern consumers have less patience, trust, and brand loyalty than ever before. Therein lies the problem. As technology continues to quicken and become more efficient, so do the expectations of the modern consumer when transacting with businesses of all sizes. What small businesses need more than anything is training – training on the mediums modern consumers are using to make their buying decisions. Which sites, social media networks, search terms, and blogs are relevant to small businesses products being offered? Once training and education are nailed down, we then need to clearly define and create processes and systems in which we will be the best at marketing and communication via these mediums. Remember: no widget, gadget, trinket, or piece of technology will ever fix a business with broken leadership or broken people; you need the combination of modern needs and old-fashioned ethic.
3.     Avoid these people… 
Avoid bare minimum people. What we’ve discovered, throughout a decade and a half of delivering and installing Business Growth Systems, is that people will always follow the path of least resistance. It’s human nature; most people will live their lives only doing the minimum expected of them. Be diligent in hiring men and women of passion and vision, especially in sales organizations! If you hire self-motivated people, it is amazing how effective and enjoyable your job will become.
A great success story (with a bad beginning)
I had (and still have) a prestigious client who had recently been elected as the head of one of the country’s largest associations. He called me and said, “Your system is a scam, the leads are terrible, and I’m going to tell everyone to stay away from you!” What happened? How could he feel this way? I spoke with him, and he agreed to bring himself, his wife, and his daughter to my office to review the account.
The meeting started off very much like the call. Next, we looked at the details. Over the first six months my company had generated one thousand inbound calls and emails, but the agency only activated 8 policies. Then the most unexpected thing happened. He looked at me a said, “We need more leads!” I informed him that if I doubled his leads, he would only be sixteen for two thousand. “You don’t need more leads,” I said. “You need a new batting order.”
We then proceeded to listen to several phone calls that came to his agency. By the fifth call he had his head buried in his hands, his wife was crying, and the daughter said, “I told you our people are terrible, but you refused to listen!” They went on to make key changes in how they managed leads. I am pleased to say that 3 years later their agency now goes 400 for 1,000 and they are doing amazing!
This all goes back to what I said earlier: Most businesses do not require more leads. They need training, consulting, and technology. Bring in good people to complete your process and then let the leads flow. Remember, if the product and process is solid, your great people will create the conversions every small business needs.