A Considerable Delineation
IT sales leads are not the same as prospects. To put it simply, a sales prospect is in a sort of two-way communication with your MSP. A lead is someone whom your IT company is reaching out to, seeking engagement.
If you have a presence at an IT convention, you might get dozens of “leads”. One, many, or none of them may reciprocate advances. Certainly, the way you approach a lead will make them more or less likely to become a “prospect”. Should you do the job right, you should expect a certain percentage of “leads” to convert.
Steps to Take for Total Conversion
Once you’ve converted a lead to a prospect, your next move is going to be turning prospects into clients. Loyal clients are yet another level further down the “productivity funnel”, if you will.
A client who stays with you 20 years will likely bring more profit than 20 clients who stay with you one year each. You’re not likely to upsell substantively in a year’s time with a single client. With a 20-year client, it’s expectable that their business will expand over time, predicating increased need for your tech solutions. When they need more tech, they spend more with you–if they’re loyal.
Conversion to Prospects
Converting IT sales leads to prospects requires providing information, and reaching out multiple times. In the UK, a site called Marketing Donut has even put a number to this. According to them–and others–you want to reach out to prospective clientele no less than five times before moving on. A lead who hasn’t gotten back to you shouldn’t be let alone until you’ve hit five “attempts” at facilitating a two-way dialogue.
You shouldn’t do this too quick. What makes the most sense is reaching out through different means of contact at intervals until the dialogue has been established, and you’ve been able to determine who has buying power–if not the contact themselves.
The Prospect Stage
Once you’ve established a relationship with a prospective client, your next step will be to keep the dialogue going until a prospect becomes a customer. There are many ways to do this; co-opting available metrics as provided through marketing groups that serve MSPs can be key.
Something else that makes sense is providing target demographics with the information necessary to make an informed decision. This will mean targeting leads who fit the needs of your business’s core prerogative(s).
You’ll convert more leads to prospects if you target those which are already in a place from which your services would prove a truly value-rich benefit. From there, all you’ve got to do is establish dialogue and show them where your value truly lies.
Certainly, converting IT sales leads to prospects and then loyal customers is easier to conceive than achieve. However, if you reach out multiple times to the right kind of leads, establish a dialogue, and give them the information they need to make an informed decision, you’re likely to see the conversions you need.