Attracting and converting cold leads coming into your business into warm leads is an important process for any business; however, there is still more work to be done. The fact is- no matter what your business is or what you sell, a combination of cold, warm and qualified leads is all part of the parcel. And hey, if you had the choice, you’d probably prefer to only have warm and qualified leads coming into your business. But new leads are essential too. So, before we get into some of the tips about turning a cold lead into a warm lead, let’s get some lead generation terminologies out of the way first.
What’s a cold lead?
I’m sure you’ve received phone calls and emails from businesses you’ve never heard of before trying to sell you their products or services. That’s a cold lead.
You don’t know them; they do not know you. You didn’t ask for their information, and frankly, they are interrupting your day or taking up room in your inbox, so they’ve already rubbed you up the wrong way!
What’s a warm lead?
Ever had someone sign up for your webinar, email newsletter, grabbed a FREE e-book off your website or started following your social media?
That’s a warm lead you’ve attracted.
These are people who may have already given you their contact details and are interested in knowing more about you, your products or services but are not ready to buy yet. They’re wanting to get to know you more!
What’s a qualified lead?
A qualified lead is someone close to buying now. Qualified buyers have done most of their research and found your products or services, and you’re appealing to them.
They’re qualified because they haven’t bought yet, but are almost ready to buy- either with you or a competitor.
Okay, so what are some of the tips you can use to convert a cold lead into a warm lead in business?
I’m pretty sure you’ve searched for a product or service or visited a website and didn’t leave your details or buy anything, right?
Then all of a sudden, ads about the products or services you searched keep popping up on your tablet, mobile phone or desktop?
That’s the power of remarketing. And while some people find remarketing invasive, other people do not. I’m not sure about you, but I might look for a service or product a lot of the time and not do anything because I didn’t see anything I liked, or I’ve just run out of time to look.
Remarketing is instrumental for many businesses in converting cold leads into warm leads because it keeps retargeting you based on a search you did.
2. Understand that lead generation is a recipe of science and systems.
Whether you sell products online or provide a face-to-face service, generating leads for your business is a science. You need systems to attract the type of leads you want, then another approach to convert a percentage of those people into warm leads.
Those systems are called sales funnels, and can include a series of telephone calls, emails or webinars
3. Highlight (E.A.T.) Expertise, Authority and Trust.
This is a BIGGY! Salespeople and businesses struggle with establishing expertise, authority and trust with new leads.
Look at it from your own buying experience, though!
I’m sure before you’ve decided to use a service or buy a product, you’ve asked yourself questions like this before buying:
- Can these people deliver everything they say they can?
- Is their product or service everything they claim to be?
- What do I receive with my product or service? For example, do you receive a guarantee or anything?
- What type of results have previous clients received from using your product service?
- And do they have any social proof of these results such as client reviews, testimonials or case studies?
These and other questions are usually in most prospects’ minds before giving you their contact details or business. So, focus on establishing trust in everything you do. From the language and tone used on your website, to the way you answer the phone.
4. Educate cold leads coming into your business, don’t brag!
When you own a business or run a team of salespeople, it’s only natural to talk to people about your products or services. It’s what you do.
However, cold leads, warm leads, and almost everyone else considers this a turn off!
Well, whether they are cold leads, warm leads or previous clients, people are only interested in what’s in it for them.
Sure, they may be interested in or love your product or service, but they are only really interested in:
• How much it costs
• Can you deliver
• And will it help them solve the problem they have or improve their life or business?
This is why you need to focus on outcomes for cold leads that come into your business- what’s in it for them.
In your emails, phone calls and other communications, focus on:
- How they will benefit
- What they can expect
- What makes you an authority in your niche
- And some of the critical things that make you different from your competitors
Quick example: A copywriting friend of mine gives his cold leads the names of three previous clients that his cold leads can call to find out more about his service. Now that’s different.
So, don’t waffle on about how good you are and don’t focus on selling the person and seeing them purely as another transaction.
It’s about educating your cold leads about the values they’ll receive and why you’re the best choice for them in a friendly, educational, and outcome-focused way.
Quick tip – Wherever possible, personalise any email or other marketing you send your cold leads. Personalising your marketing message increases readership and open rates on emails and newsletters. Business is all about relationships.
5. Engage and connect where your cold leads are!
These days, we have many choices regarding lead generation to help us acquire cold leads for our businesses.
And many people crave connection, plus consumers are in charge of the buying process now, not you.
Some businesses use social media as the primary lead generation strategy.
Others use their websites, a lead generation gift such as a free report, download or a price saving on their online eCommerce store to capture website leads and acquire people’s contact details.
And of course, let’s not forget YouTube video’s, radio or television.
My point here is simple. To find the best cold leads put your best lead generation strategy efforts, systems and dollars into where your cold prospects are.
Market where they are. If you are selling products to 50-year-old men, chances are Instagram is not your best platform for acquiring new cold leads for your business.
If you sell products and services to people in business, only posting or paying for ads on LinkedIn may be a potential strategy to test for you.
Focus on putting your best lead generation strategy efforts, systems and dollars into where your cold leads are. Don’t try to be all things to all people. It’s a waste of time, energy and money. It’s also machine gun marketing which is what you don’t want.
6. Align your brand’s voice, beliefs and be consistent
I don’t know about you, but there’s been a few times a salesperson has sold me and then when I’ve used their services, it’s nothing like they said it would be.
• They told me I’d be dealing with them directly. That didn’t happen. I was passed off onto another person in another department who spoke in words I didn’t understand.
• They told me I’d get a money-back guarantee. That was not as straightforward as the salespeople told me.
• They told me there were no hidden fees. There were.
When you get a cold lead and want to turn them into a warm lead, don’t make promises you can’t keep.
Make sure your brand, your salespeople and marketing messages are consistent, accurate and transparent. If they’re not, it’s going to hurt your brand and business, profits and your future lead generation and repeat sales efforts.
Remember the fortune is in the follow-through! Acquiring the right type of cold leads and converting them into warm leads for your business takes time, testing and patience. The good news is that you will get better at acquiring the right cold leads for your business and turning them into warm leads and customers with practice over time.
The ultimate goal is to have a lead generation system that targets the type of cold leads you want. You do this by having engaging and relevant content targeted at your cold leads needs, focusing on them and their outcomes, and delivering them with value. At the same time, your business increases its R.O.I. also to reduce your marketing costs.
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