According to Robert Clay, only 2% of sales occur at a first meeting. While many salespeople or e-commerce fail to follow up on the leads after the first couple of knock-backs, those salespeople who have got the skill to continue nurturing the leads will get a major edge on competitors. This is because most of us often expect that we will get the business the first time we get a potential lead. As per research, only 20% of sales leads are ever nurtured and 80% of potential leads are lost due to a lack of follow-up.
Robert Clay of Marketing Wizdom also points out that the 2% who buy at a first meeting tend to be people who are sure about what they’re looking for. And the remaining 98% of potential buyers will only act once a certain level of trust has been built up.
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It is interesting to learn the fact that as per different studies conducted at different times 80% of sales occur only after at least five follow-ups of the leads. And only 8% cent of salespeople does follow up of the lead fifth time.
He suggests introducing a five “nos” follow-up strategy to increase the conversion rate as it takes at least five continuous follow-up efforts after the initial sales contact before a customer says yes.
In short, we cannot expect conversion will happen just because we got some leads. Only a well-defined lead nurturing program that goes over by stages will end up in sales. To understand the scenario on lead nurturing, the team from Grazitti Interactive shares an infographic that will help us get started with the basics of lead nurturing and how it can increase the e-commerce conversion rate.
They break the lead nurturing campaign into three stages as follows:
Early-stage (awareness)
Mid-stage (evaluation)
Late-stage (conversion)
Check out the infographic below for more detail.
