SCORE ExpertAnswers 

March 2012
Converting Leads into Buyers
Sue Sokoloski
Director of Channel Marketing, Constant Contact
Expert Advice for Small Business Owners

This month Sue Sokoloski, Director of Channel Marketing with Constant Contact, shares expert tips on converting your sales leads into loyal customers!

 Download Guide: Converting Leads into Buyers

Q: Is there a "rule of thumb" for when and how often a company should reach out to its leads?


A: Frequency guidelines are more dependent on the type of customers or prospects you target rather than any general rules. Plus, most businesses have significant seasonality - peaks and valleys to new business acquisition efforts.


The key is tracking the responses from all your lead/prospect communications to understand what time of day or day of the week people want to hear from you, how they want to be contacted, and how often. You'll know immediately if you are over-communicating, but making sure you are reaching out enough is the challenge - and it's more of an art than a science.

Q: Some leads may pan out immediately; others may take a long time before they buy. Are there any guidelines for how long one should stay in contact with a lead?


A: Sales cycles can vary so widely - products vs. services, business-to-business vs. business-to-consumer, etc. It really comes down to awareness. Providing useful, relevant content that continues to highlight your company's unique selling proposition is timeless. It may be for a future need or a referral to a friend, so staying in touch has very long shelf life.

Q: What benefits do social media (e.g., Facebook, Twitter) offer in converting leads to sales?


A: Download the complete ExpertAnswers for the answer to this question and more on Converting Leads into Buyers.

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