Direct Sales Made Easy: 4 Keys to Converting Your Leads

A good lead is the opportunity every sales team is waiting for. It means that your reputation is good enough that people are coming to you. We know that more people today are using the internet to do their shopping, and 57 percent of the purchase decision is made before anyone calls you. But it certainly isn't a guarantee on making a sale. Keep in mind these four keys to converting leads into sales.

1. Create a Sense of Urgency

The moment a prospect makes an inquiry, a clock starts ticking. Sales is highly competitive, and your window of opportunity is very limited. A prompt response not only sends the right message, it occupies the prospect's attention so they don't keep looking elsewhere. Leads can age to the point of being useless; conversion rates go up dramatically if you respond within the first 24 hours.

Make it clear to your prospects that you're ready to make the time in your busy schedule to satisfy their needs. Convey a sense of urgency without being pushy. You can distinguish yourself from your competition by being customer-centric in scheduling your activities.

2. Qualify the Relationship as You Progress

You need to qualify the lead for the right fit as you build the relationship. The point of doing this is to expand your opportunities. By understanding where your customer comes from, you can prepare for meaningful, open-ended discussions in advance. Listening and using empathy are far more effective than a hard sell.

Learn what you can about what's driving your prospect's decision-making and expectations so you can build a foundation for a more personalized experience, and possibly future business. This can also help to establish guidelines in order to determine which leads are not worth the extra effort.

3. Do the Homework

Above all, know your product or service inside and out so you can answer questions. Ensure that prospects are clear on who you are as a company, and what you will or will not do. Reputation is important in approaching negotiations.

Consider American Communications Network, the world's largest telecommunications direct sales company. ACN was criticized by some vocal clients who felt disappointed and called ACN a pyramid scheme. An active and aware salesperson from a company like this must be prepared to address any negative perceptions of their business’s reputation. For example, a salesperson from the company should emphasize that ACN is not a pyramid scheme; it works with some leading companies like Sprint, Verizon, and AT&T. Be prepared to explain and promote your company as well as your product.

4. Create a Sense of Value

Present your leads with any information they need to make an informed decision. It's important not to treat their concerns lightly. But throughout this process, you should try to communicate the value you're bringing to them. This goes beyond mere dollar and cents comparisons to your rivals, but comes down to basic, personal salesmanship. What are your prospect's needs, and how does your product or service take care of them? What sets you apart from your competition? Emphasize those areas that convey tangible value—superior materials, cutting-edge technology, experience, expert engineering teams, great customer support, and anything else you can think of that makes your product special.

When a good lead turns into a qualified opportunity, it's crucial to set some expectations for the buying process. This should include gathering information and obtaining some level of initial commitment from the prospect before proceeding to invest the time and energy needed to close the sale. Help customers understand the value they're getting, and make it easier for them to purchase your products. If it doesn't pan out, it's important to thank them and leave them with a positive attitude toward your company.