Developing new IT sales leads requires repetition. It’s not the kind of activity that businesses naturally flock to after they’ve heard about once, mainly because repetition is the secret to marketing any kind of business. The more people hear and learn about it, the more it becomes a potential choice in the future.
Why IT Sales Requires Repetition
Most businesses only work with a short list of B2B partners in the IT field. Some small companies only partner with one IT firm throughout their entire existence. Many companies hire the first IT provider they find without thinking much about all the competitors in the market. Part of the reason IT isn’t top of mind for many managers is they’re more concerned about the business in which they have expertise, rather than the technology that runs the business.
In order to overcome this hurdle, you must nurture IT leads over time. While it does no good to use hard-sell techniques on businesses that get by without an IT team or companies that already are satisfied with their support team, it also doesn’t help to forget about cold leads. It’s important to rank all leads as “hot,” “warm,” or “cold” or use a scoring system so that you can focus on the leads more likely to convert to sales in the near future. Preserving cold leads for the distant future is a better strategy than discarding them.
Why Repetition Works
Repetition doesn’t have to be annoying. If used properly, repetition of quality communication can be the key to IT sales leads. Repetition merely reminds people of the choice you offer so that at some point they will consider it. You don’t have to bother prospects by telling them about products or services that they don’t want to hear about. You’ll be more successful if you focus on answering questions that they’re curious about.
Instead of thinking of repetition in a negative light, think of it as a positive one in which the more you answer people’s questions, the more you gain their trust. By contacting your cold leads once in a while, you can check in on the prospect and find out if they’re satisfied with their current IT situation. If they are, then you can leave them alone for a while. If they need help, give them ideas to think about that will prepare them for a change. Make it easy for them to reach you at any time to discuss more details.
The more you appear in someone’s life, the more they’ll remember you. There’s a good chance that the people you rarely encounter rarely think of you. In order to appear on people’s radar, you have to make appearances sometimes, even if it’s just through email or social media. Those are two channels that are easy to use compared with the expense and energy of constantly knocking on doors or calling people on the phone.
How to Develop Leads
IT leads can be captured on location, through email, the phone, social media and other sources, then scored accordingly. The most qualified leads are the ones that should be top priority. Hot leads require the most repetition in the short run to convert. Following up on the phone is the most reliable way to close a lead because it allows you to communicate in real time. It’s the quickest way to answer questions.
A recent HubSpot survey found that the top two challenges facing businesses are generating traffic and leads (65%) and proving ROI for marketing activities (43%). That means companies are concerned about how they do marketing and how they prioritize work to achieve productivity. Repetition of follow-up is essential to meeting sales goals. Just like with hit songs or TV commercials, the more familiar you become to your audience, the more they’ll recognize you as part of their memory and experience.
In order to be a champion at generating IT sales leads, you need to develop a marketing list in which you keep returning to prospects to answer their questions. It’s best to pay most attention to leads that show an interest. Learn more about sales by choosing an experienced computer consultant.