Getting more clients and customers is the number one objective of pretty much every business owner that ever existed, and I’ll bet you’re one of them. More clients equal more money. This is why your marketing efforts are directed at turning hot leads into clients… and as soon as you do, you’re onto the next prospect and trying to woo them into becoming a client.
But there is a big problem with this strategy. All of your efforts are targeted at gaining the attention of new prospects and wooing new prospects. You’re working really hard day in and day out to get new prospects on your list and into your sales funnel. But you’re not paying attention to the prospects that are already on your list — the ones that are ready to buy from you and spend money right now. And as a result, you’re putting those hot prospects on ice, giving them a chill, and unconsciously encouraging them to go somewhere else!
While spending time recruiting and marketing to new prospects is important to keep your sales pipeline consistently full, it is imperative that you still dedicate a decent amount of time to nurturing your warm leads and closing the sale with your hot leads.
Trust me, I’ve been the hot lead who felt ignored. I experienced first hand what it feels like to be forgotten —l I was ready to spend money and the service provider I was trying to hire thought she was so important that she didn’t need to answer my questions or follow up. I felt like she couldn’t even be bothered with my sale — like I didn’t matter.
Now, I’ll be honest, I’ve been the person who ignored the hot lead too. At one point in my business, I had a ton of new clients beating down my door, but none of the systems and processes set up to allow me to handle the workload. I was so busy, I couldn’t even think straight let alone do more “work” to close a sale. And, I’d be lying if I told you it didn’t happen every once in a while now too when we are really, really swamped.
I know that I lost a lot of business and put several hot leads on ice. It was frustrating and upsetting. Looking back, it makes me cringe and feel awful. But the lesson is a good one. Set up the systems and the processes you need to allow yourself time to market your business to new prospects, nurture your warm leads, and close the sale with your hot leads – each of the three steps work together for overall marketing success.
What about you? Have you put your hot leads in ice … or been iced out?