When a prospect interacts with an email campaign, the Snapshot Report, your Store, or the Snapshot Widget, you’ll receive an email that exclaims, “You’ve got a new hot lead!” So exciting! That means it’s time to get in touch with your prospect.
Follow these steps to identify hot leads, and then prepare, schedule, and deliver your presentation.
Identify hot leads
When a prospect might be interested in your products, flame icons will appear beside their account in the Sales & Success Center—this is a hot lead.
The following actions trigger hot leads:
- Prospect viewed the Snapshot Report.
- Prospect opened a campaign email (excludes product adoption campaigns).
- Prospect clicked through a campaign email (excludes product adoption campaigns).
- Prospect submitted their information through the Snapshot Widget.
- Prospect viewed a product or package landing page.
- Prospect clicked Get It Now on a product or package landing page.
Hot leads will display up to three flame icons. There are two factors that determine the number of flames:
- The depth of the prospect’s engagement.
- The recency of the prospect’s engagement.
Therefore, a prospect who submitted their contact information through the Snapshot Widget today would generate more flames than a prospect who opened an email three days ago. In short: the more flames there are, the greater your chances of a close. To drastically increase your chances of closing the deal, follow up with hot leads immediately.
Prepare for the first call
Every business has unique pain points—learn about the business ahead of time to deliver a personalized pitch. This will help you build trust and rapport.
To prepare for your first contact:
- Click the View Activity button in the aforementioned hot lead email. This goes to the History screen for that account in the Sales & Success Center. Alternatively, you can log in to the Sales & Success Center, select the account, and then click Show History.
- Review the prospect’s activity to see what action they took and where. For example, “firstname.lastname@example.org clicked through email: Social”. This information will help you start the conversation with your prospect.
- Review the prospect’s Snapshot Report.
- Research more about the business. Google their business name to see what you can find—one search can provide a lot of insight!
Qualify your prospect and book the presentation
It’s time to get on the phone. Use the first call to determine if your prospect is the right fit for your agency. Ask questions that are applicable to the prospect you’re speaking with and listen attentively to their answers. Listening is the most important part—you can’t determine fit if you do all the talking!
A qualification call should last 10-15 minutes, depending on the complexity of the prospect’s pain points.
Follow these tips:
- Introduce yourself: Explain the reason for your call. If your prospect seems uninterested, try asking more qualifying questions.
- Build rapport: Take your salesperson hat off for a bit and have a conversation. Speak about their recent milestones, awards, news stories, etc.
- Be a resource: Highlight relevant content pieces that might help your prospect. You want the prospect to see you as a trusted consultant.
- Get the prospect to open up: Ask qualifying questions to better understand their business and why they’re showing interest. Avoid interrogation.
- Provide your positioning statement: Use a positioning statement to show your prospect that you understand their challenges.
- Dig deeper: Show empathy and that you are a trusted consultant that may be able to help. Ask more qualifying questions about their pain points and challenges.
- Share a relevant story: Share a story about how you’ve helped similar companies solve their pain point.
- Set up presentation/follow-up call: Gently nudge them in the direction you want: to schedule a presentation, or to set up a follow-up call if a presentation doesn’t fit at this time.
Review these resources to perfect your pitch
You’ve scheduled the presentation and now you have some time to strengthen your pitch. Use the Training Resources tab in the Sales & Success Center to learn more about the products and packages you sell. You’ll find handy resources like sales decks, scripts, and case studies for each product.
You might also benefit from these webinar recordings:
- How to Prospect
- Perfecting Your Pitch
- First Contact, Follow-up, and Closing
- Building Trust in Prospects
- Dealing With Objections
Deliver your presentation
The day has arrived—it’s time to make your pitch. Before the call, equip yourself with the sales tool(s) of your choice:
- The prospect’s Snapshot Report.
- The street-level sales deck and script.
- Sales materials from the Training Resources tab in the Sales & Success Center.
- A product to demo live (e.g. the prospect’s demo Reputation Management product, or the free Listing Builder product).