Magazine article The CPA Journal

A Marketing Moment-Turning Leads into Clients

Magazine article The CPA Journal

A Marketing Moment-Turning Leads into Clients

Article excerpt

Marketing programs create leads. ut leads do not convert to new business without management and sales techniques. Here are ideas to help you convert leads to clients:

Take Action

Not following up with leads immediately causes potential sales conversions to decline dramatically. The prospect thinks you are not interested in serving it if you delay in your response. Further, your response time to a lead's request is an indication of your response time when the company becomes a client. So take action quickly when you receive an RFP, a telephone inquiry, a trade show lead, a referral, or any other type of lead.

Focus on Referrals

Referred leads are the most valuable. When you receive a referred lead, the selling has been done by your source. If you act quickly on referred leads, it will reflect well on your sources, and they will be inclined to send you more.

Evaluate the Lead

Some follow-up on every lead is a good idea. However, evaluating the lead will enable you to follow up more quickly with the better prospects. Ask the lead or the referral source about problems, needs, the decision process, and ability to pay your fees as early in the process as you can. …

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