One of the most frequent problems our digital marketing specialists encounter when analyzing a new client’s marketing strategy is this: they are capturing a significant number of leads, but the conversion rate is low. This means that something happens after an internet user just made contact with the business to determine them to abandon all communications. Usually, the problem is found in the way the intake department deals with new leads.
This department should welcome and nurture leads, so that they build trust with your business and decide to become a client. Today, we will examine the most common problems that interrupt a lead’s journey through the sales funnel at the very beginning. These are:
1. No After-Hours Answering Service
The needs and problems of customers do not have a 9-to-5 schedule. In fact, the highest chances of converting a lead are when no one else is available. You must realize that, if someone is calling your business at 9 p.m. instead of spending quality time with their family, they really need to solve a problem now.
This is why 24/7 answering services are a must-have for any business. Even if the solution to the problem cannot happen right then, the customer has the peace of mind that someone will start working on it as soon as possible.
2. Unfriendly Customer Service Staff
Being professional is essential in any interactions with potential clients. This is true even when their questions appear absurd or redundant. They may be confused and worried. They may not speak English as a first language.
Friendliness and professionalism can win or lose a client. According to a Microsoft Dynamics 365 study, 90% of customers decide to stay loyal to a business based on how the customer service staff treats them. Poor customer service does not cost you only leads – it may also cost you loyal clients.
3. Failure to Address Negative Reviews
Nobody likes receiving negative reviews. But ignoring them will not make them go away. On the contrary, new leads will note the fact that you did nothing to disprove them or address them. And they will conclude that your business simply does not care about its clients.
Managing your online reputation is an essential part of branding and marketing efforts. We encourage you to contact our digital marketing specialists and let us handle this task, together with other SEO and social media efforts.
4. Poor Brand Interactions with the Leads
An internet user becomes your lead because something in your tone of voice and brand image spoke to them. They felt that they could trust your business. They were impressed with the sense of expertise and authority exuding from a video they watched or an article they read.
However, the first direct contact with your business leaves them disappointed. This may mean any kind of interaction:
- The newsletter they received after subscribing
- The person who answered the phone when they wanted to make an appointment
- The guide they downloaded to learn more about your products or services.
5. Lack of Training to Answer the Leads’ Questions
Last but not least, poor training in the intake department often turns lead away. The people who represent the first contact with your business must have all the answers to:
- Your products and services
- Current promotions and offers you are running
- Steps to make an appointment/ start a free trial
- Terms and conditions of business
Constant training and communication with the intake department staff will eliminate this problem. Everyone must be on board when you are starting a new lead generation campaign. Remember: the marketing team makes the promise, but the intake department must keep it.
Let EverConvert Help You Increase Your Conversion Rate!
Excellence in marketing and customer service at your service – this is what EverConvert stands for. Our mission is to help your business grow, by maximizing the results of your digital marketing efforts.
Let us transform your intake department into a constant source of nurturing for leads and conversion to clients. Call us today to schedule your initial appointment with our consultants!
