7 easy ways to turn qualified leads into sales

19 February 2013

Don't let your sales efforts go up in smoke !

When you’ve been given a qualified lead, it’s your job to make sure the initial phone call doesn’t lead to a dead end. How to turn a qualified lead into a sale is one of the hardest hurdles in a salesperson’s job. Yet if you follow the simple rules below, your chances of success will increase significantly.

Be personable

Remember that the person on the other end of the phone hasn’t spoken to you before, and instinctively doesn’t trust you. If you jump in and immediately turn on the sales speak, the qualified lead may well just put the phone down on you. So let an element of chat enter the conversation. Take the time to show the person on the other end of the line that you are a human being as well as a salesperson.

Guide the conversation

Whilst you need to get personable, you don’t want to the conversation to turn to non-business topics. You may find you both love Nadel, but you need to steer the conversation towards how your product can help their business, not who won a recent tournament.

Don’t be aggressive

You have to keep the conversational tone light. Don’t start being aggressive. Not only will they end the call quickly, they may even make a complaint to your company. You will have lost the sale and possibly receive a reprimand.

Listen carefully

It may be that the qualified lead has been looking forward to your call. They could very well have already recognised that they need your service or product. When you call them, don’t just launch into your sales patter, listen carefully for signs that they are ready to buy. If you just plough through your script, you may put them off, so take it slowly, listen carefully, and be flexible enough to follow their lead.

Don’t make false claims

Remember that turning a qualified lead into a sale doesn’t give you the right to make up stats, claim your product or service can do something it can’t, or lie. You may be found out straight away and you’ll lose the sale there and then. Even if you do get to the point where you’ve made the sale, the customer will eventually find out and probably won’t order from you again.

Don’t be too pushy

This is a little like aggression, but probably wont get you in as much trouble at work, but might lose you the sale. A potential customer knows you are on the phone to make a sale, and they’ve agreed to the call so are willing to listen to what you’re offering. But they don’t want to feel that you are forcing them to buy something they may not need. Assess their needs honestly. If they really don’t need what you’re selling today and you are honest, they will have more respect for you. Push beyond the point where they feel comfortable and you will lose out.

Ask lots of questions

Make the effort to really get to know the person’s business and what they need. This is a two way street. You will benefit from really knowing how their company works, what their problems are and how you can help. They get the reassurance that you are genuinely interested and not just after a quick sale regardless of their needs.

Remember, a qualified lead can become a sale, but only if you don’t scare them off in the short time you have on the phone to them. Be responsive, respectful and listen carefully to what they are saying.

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