It’s important for sales professionals to understand that live conversions absolutely play a part in lead nurturing. Once your B2B organization generates a lead, what happens next? Ideally, you should be following up with the prospective client/customer as soon as possible. What approach do you take?
Today’s communication channels are quick and easy to use, such as email, social media messages, online chat, texting, and so on. But businesses should also make sure they incorporate live, personable phone conversations in the mix.
Here are 3 reasons why an organization can benefit from a live phone conversation during the lead nurturing process:
Build trust and a relationship
When communicating with a business via online channels, the prospect doesn’t always know who they are communicating with. B2B companies must understand that people ultimately want to buy from people with whom they’ve built a relationship. A phone conversation is a personal method of communication. Hearing someone’s human voice helps build a rapport with the person and trust with the organization as a whole.
Helps engage customers and prospects
A live, personable phone call is an effective way to engage your target audience. The two-way conversation ensures that the prospect is getting the information they want and is able to ask questions as the conversation goes on. Both parties are involved in the communication at the exact same moment, quite the opposite of email exchanges, where time lapses of hours or even days can go by between responses. It keeps the process moving more swiftly.
Improves information gathering
There’s only so much information you can ask for on a lead form or even in an email. If you ask too many questions, the prospect will be wary and it may even deter them from inquiring about your products or services at all. A two-way phone conversation can uncover key information about a prospect that wouldn’t be discovered otherwise.
As the conversation progresses, it gives the agent the opportunity to ask follow up questions that fill in the blanks in a natural, conversational manner. Agents can discover important information such as the organization’s buying cycle, the key influencers and decision makers, and their buying patterns. All of this information helps score opportunities that can then be passed on to the sales team.
B2B organizations should never underestimate the power of a phone call. Live conversations play an important role in turning marketing qualified leads into sales qualified leads.