We agree, shorter opt in forms can be much better for conversions, however, this is where you may need to compromise a little. When you put in a supplementary question or two at the bottom of your forms, you will better understand your lead and can determine whether or not, they are sales ready. You can ask questions that revolve around your lead's biggest obstacle right now or something similar. Essentially, what you're doing here is tailoring your offer to complement their specific problems, and this kind of approach will flip your leads into sales ready very quickly because you are not using a one-size-fits-all plan or strategy.
When you rate or rank your leads, you will utilize the data gathered from the opt in varieties. You can rank your leads by numbers or names so you really know what kind of lead they are. The better your lead's rating, the better the lead. Employing this type of process will tell you which leads are hot and ready to go, so you can focus your time and energy on them. The lower-ranking leads should be saved for applying a different type of approach and/or process.
Most companies use a leads funnel to keep an eye on their leads. When a apply a combination of qualifying questions and automated workflows, you will generate various funnels and buckets. To help maximize your sales team's productivity, having various funnels or buckets can help you understand where you should allocate your resources and attention. The buckets that aren't yet sales ready, can be sectioned off into different buckets based on the the type of lead generation used.
It is important to understand and remember that there are no 'bad leads'. From the beginning, think about your leads as 'sales ready'. If some leads aren't sales ready yet, they should go into a funnel or bucket where they have to be 'nurtured' and cared for differently. Leads that need to be nurtured usually require more educational content to stay engaged until they eventually move into the sales-ready position.
Not to worry. This is an even more universal problem than many people may even realize. Most companies focus on generating large pools of leads to increase their chances of making sales, but the vast majority of the leads in those large pools are not sales-ready leads, which is what businesses actually need.
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