How Lead Flow Maximises Your Sales

Written by Jon Fry

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Lead Generation

A Lead Flow strategy easily finds you more clients and helps you close more sales on autopilot, leaving you to spend more time working on what you love—your business, your hobbies, or spending time with your family.

What Everyone Else Does

Let’s start by considering your average marketing agency.

And let’s say you’re looking for someone to help you grow your business.

Most agencies will tell you how more leads via PPC (pay-per-click advertising), SEO (search engine optimisation), and engaging content are the answer to your problems.

Don’t get me wrong, they’re an effective starting point for lead generation, and will certainly help you to build the start of a sales pipeline.

But most businesses don’t have a lead problem. They have a lead conversion problem.

This conversion problem is often caused by a huge disconnect between marketing and sales.

Or as we like to call it – Lead Flow.

Because if your leads don’t flow through the business in a smooth, predictable manner, you’ll struggle to convert them into buyers.

These marketing agencies lack the ability to create a system that effectively takes the leads from being aware of you to being ready to buy from you.

They lack the system that follow up with leads, nurtures and develops them, and ultimately converts them from fence-sitters into paid buyers.

And because of this, you can blow your marketing budget on a strategy that’s hugely wastful, and still requires a lot of your input and time to follow up each potential lead and close the sale.

This is where our Lead Flow approach makes the difference and makes all your top-of-funnel efforts worthwhile.

The Lead Flow Approach

As I said, most marketers and agencies suggest generating more leads with methods such as PPC and SEO content to attract leads.

There’s nothing wrong with this, and they’re effective- however, they only solve half the problem of generating sales.

They’re a bit like those guys you see in American movies with a big bright arrow-shaped sign, who dance and get you to follow their arrow to their store. They’re great at (literally) directing traffic towards your business. However, they aren’t doing any selling or catching up with the people who took a look and then moved on, uninterested.

You have to do more to keep your prospects focussed on you, gently yet convincingly persuading them to come down off their fence and commit to buying.

This is where the Lead Flow approach excels.

Back to the arrow man analogy: imagine you’ve followed the directions over to the shop that’s advertising.

With a bit of luck, they’ll have other employees on hand to entice you further into the store, to guide you to what you’re looking for, and to catch you before you leave.

The Lead Flow approach works in a similar way.

Through advanced and proven systems, we can follow up with potential customers who show initial interest building familiarity with your products and trust in your business.

The systems are designed to meet the leads where they’re at, be it problem aware, solution aware or ready to invest. You need a system that takes each type of lead and moves them through your sales process.

And the great thing is we set these systems to run on autopilot for you.

Meaning you and your team (if you’re lucky to have one), get more time and more clarity to do the things that grow the business.

For example one such approach we’re big fans of is email campaigns.

No, not the annoying “SALE NOW ON!” emails that go straight to spam, but a carefully crafted and honed sequence of emails that talk directly to each lead on a personal level.

From initial follow-up emails after a potential customer expresses interest to messages that help prospects get to know you and your brand to specific emails that introduce the occasional offer, they can all be set to run automatically and be sent at precisely the right time.

So, no more wasting time following up each lead individually, or wasting money on expensive outbound marketing such as social media ads because your current system wastes leads.

If you want to reduce the effort involved in generating leads without blowing your budget, you need a lead flow system.

The Importance of Follow-Up

You may be inclined to believe that basic advertising is all you need to generate sales. Many businesses get by with this approach simply because of the number of people they reach—converting a small percentage of a massive target audience is enough to keep the order book happy. But rarely does this approach grow the business and profits.

This can lead to a lot of time wasted qualifying leads that are uninterested, tyre kickers, or simply expressing an interest on a whim or because they want your discount codes or free stuff (your top of funnel lead magnets)- plus you’ll be using lots of your marketing budget to do so.

Unfortunately, without effective follow up systems, it’s highly likely that a lot of your potential customers will fade away without pulling out their wallet.

After all, we’re all busy, easily distracted and forgetful. Even if we intend to buy, something can come up which means we don’t quite get round to it.

A well designed automated follow-up system completes the customer journey from the initial contact to the sale, preventing lead attrition without you having to lift a finger.

For example, you can:

Provide initial lead magnets such as e-guides, discount codes, entry into private groups, mailing lists, etc
Send a lead qualification questionnaire to help warm up leads and filter out the tyre kickers
Touch base with potential leads soon after they express an interest, keeping you firmly in their mind
Build a connection with each lead, allowing them to get to know you and your business, establishing trust
Provide testimony and feedback from existing clients, adding credibility
Introduce offers or upsells
Send out general, regular emails to help leads get to know you
Prompt the leads to take action throughout.

This Lead Flow approach to marketing applies all year round, day and night, and keeps you firmly in the mind of your potential customers- and all you need to do is provide the service or products once they’ve been sold!