Reasons Why Your Salesforce Leads Might Not Convert
We all know that not responding to leads swiftly is one of the primary reasons why Salesforce leads don’t convert, in fact you are 60 times more likely to convert a lead if you respond within the first hour. Sometimes this isn’t always possible, but it should be a future goal of all ambitious businesses. Globally there are some fantastic companies out there when it comes to lead generation however we often find that the lead management processes adopted by firms is lacking. This blog explores some of the key Salesforce lead mistakes companies make and how you can setup your backend to prevent Salesforce leads going cold.
Not Utilising Salesforce Assignment Rules
One strategy to avoid lost Salesforce leads is to make sure Salesforce CRM is using the full power of assignment rules. As soon as a lead comes into the organisation, automated assignment rules should be able to analyse the lead in question and route it through to the most suitable agent – in a matter of seconds. This can be done based on a number of factors from agent skillset through to availability, and our Q-assign app does just that. Assignment rules have a monumental impact on the overall lead process, as they ensure leads are assigned to agents almost in real-time. This prevents Salesforce leads going cold, as they do not have to sit with an individual team member who has to manually review them all and take the time to assign them on a lead by lead basis.
Treating All Leads As ‘Ready To Convert’
When a new lead comes in, there is always a strong temptation to try to convert it immediately – regardless of the situation. The truth is that not all leads will be ready to convert at that given moment and being too sales focused is one of the main reasons why Salesforce leads don’t convert. One of the first steps is to qualify that new lead and understand whether it is ready to convert or whether it is better served entering a period of nurturing. By nurturing a lead, you are keeping the relevant stakeholder engaged & interested in your services while you wait until the optimum time to begin a sale based discussion. You can avoid lost Salesforce leads by making sure you are quoting, pitching & communicating at the right time.
Setup & Automate ‘Web To Lead’
‘Web To Lead’ is an important piece of functionality within Salesforce and it’s one which dramatically improves the conversion rates of the most promising inbound leads. Some of the ‘hottest’ leads you will encounter are the leads which come in via a websites internal contact or quote forms. The reason for this is simple, people are taking up their own valuable time to get in contact with you – so they must be interested! As these leads are the ones more likely to convert, a big Salesforce lead mistake is to treat them any differently to other leads.
Setting up Web to Lead means that those contact forms on the business website are fully integrated with Salesforce, any information within them can be automatically applied to new Salesforce Leads & Opportunities – which the team can act on immediately. This setup can avoid lost Salesforce leads, by making sure new business opportunities are visible to the right team members straight away. With web leads there is often a laziness to update Salesforce, as people assume that the lead is already correctly categorised & stored within the website CMS – however for salespeople it’s the CRM platform that really matters.
Create A Feedback Loop
Whether you close a new lead or lose a potential prospect, there should always be some form of basic feedback loop that can be shared with wider team members. One of the biggest Salesforce lead mistakes is not learning from previous experiences & not documenting them for future situations. No business is perfect, and companies typically lose more leads than they convert – therefore it’s crucial that a feedback loop is established which outlines why a potential prospect didn’t become a valued customer. This helps avoid lost Salesforce leads in the future, as the team becomes more aware of the deal breakers which can scupper a sale & learns from previous executions which didn’t result in a conversion.
With a feedback loop in place, you might not be able to prevent Salesforce leads going cold but at least you will have some reasoning why a lead decided to turn down your offer or service. With this in hand you can then go back to the contact & potentially improve your service offering or fix the issue which was their primary concern. You never know, they might just change their mind!
Why hope you enjoyed our latest blog on the top reasons why Salesforce leads don’t convert. Of course, there are many more reasons than this but if you believe you have lead conversion problem within your organisation – then why not check out our Salesforce app Q-Assign.