There are at least 2 scenarios that come to mind as to why leads are not closed for the sale:
1) Some marketers presume that it is alright to start promoting their products and services barely days after new subscribers enter their lists.
2) In larger organizations, the corporate ‘tradition’ goes that the marketing team generates and passes the leads to the sales team which handles the promotion, but the sales conversion remains consistently low. The sales team may simply cancel the leads that it considers ‘cold’, whereas the marketing team feels ‘hands-off’ since the leads are already passed on. Neither team knows how to rekindle the leads’ interest.
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For the reason that lead generation is only one side of the coin, now discover how to build trust and loyalty that paves the way to an easy sale in 5 stages:
1) The Handshake: This is the first point of contact whereby a visitor gets acquainted with the marketer’s website and registers for an e-newsletter, an e-book or a webinar. When the visitor sends a message using the contact form, s/he is also initiating a handshake.
2) The Conversation: The purpose of the conversation is to inform and educate subscribers about the challenges related to the general topic they registered for. In the Information Age, readers like to learn more, so it is an opportunity to address details not initially included in the first set of downloaded material, or to delve deeper into the issues.
This being a conversation, the marketer can also seek feedback and start a dialogue with subscribers to build trust and loyalty. The marketer has to take note and take advantage of the various content delivery channels