In a study by Salesforce, a mere 13% of leads convert to opportunities, and only 6% become deals.
Imagine spending money, effort, and time on lead generation only to see them slip away from your sales pipeline. Any freight broker would feel frustrated.
This article is designed to help you turn that frustration into successful deals by providing a systematic approach to lead management.
Let's talk about the initial phase in this short guide.
Leads don't magically appear. They're discovered through strategic marketing efforts or attracted by suitable offers.
To transform these strangers into leads, you have to provide immense value. You can create blog posts, webinars, or free guides that address their pain points.
If they can relate to the value you provide, they will happily provide their information. You can also make it easy for them to contact you by providing complete contact details.
Once you've captured their information, organize and manage them using a CRM. This tool offers a clear view of your leads, helping you identify potential customers.
Turning casual inquiries into opportunities takes time. Not all leads are ready to buy from you immediately. In fact, they need to see your content at least seven times to get their attention. This is another reminder for you to implement a lead nurturing strategy. Keep them engaged so you can get their yes in the end.
You cannot sell to everyone, or else you’ll sell to no one.
This is a general sales principle, but it is often overlooked in the freight brokerage industry. When you spread your efforts too thin, you reduce your chances of closing deals. So, trying to appeal to every potential customer is a recipe for mediocrity.
Therefore, you have to make sure that your leads are qualified. They must align with your ideal customer profile. The magic word here is focus. You need to focus on a specific customer profile to get the maximum impact of your efforts and messaging.
Once a lead is interested in your services, it’s time to start the conversation.
Here’s a pro tip before you take the next phase:
When talking to customers, there’s a high chance of missing out on opportunities if you don’t have a system. To ensure you see all these qualified leads, use a logistics tool that will remind you of all the tasks you need to do daily, weekly, or monthly.
If you are using a CRM, you can automate these reminders to increase efficiency. No chance of forgetting emails and meetings when you have a tool that keeps you in the loop of your own business.
Imagine how many opportunities you can seize when you focus on your qualified leads because you have a system that ensures you get enough of them.
Remember, not all qualified leads are ready to sign a quote immediately. Don't be discouraged if you don't close every deal right away.
What can you do when this happens?
Start nurturing your relationship with them right away and build trust over time.
Your customers may be tired of receiving business emails constantly. If you want to connect with them, start with personalized solutions. Each lead has a different problem, so you cannot give them a one-size-fits-all solution.
Go for tailored proposals so they know you have solutions that address their specific needs. This approach will differentiate you from your competitors and demonstrate the value of your services.
Communication is important during this phase. If your leads still consider you a stranger, they will keep ignoring you. You have to meet them where they are. You can even ask them how they want to be contacted, whether by email, phone call, or text.
Here’s one thing you cannot forget. Customers do not like to repeat themselves, so you need to store all the data related to them in one system.
If you are building rapport with them, you must recall all critical information about them. That shows that you have a genuine interest in their success.
Even in a fast-paced industry like logistics and transportation, showing genuine interest can set you apart from competitors and lead to repeat business and referrals.
After the nurturing phase, your leads will turn to paying customers.
Congratulations on converting them into a closed deal! The hard work is done, right? Not quite. This is where the real deal begins.
Think of your customers as valuable assets. You must nurture them for long-term success. You can only do this if you are able to deliver the promise you made when you sold your services to them.
This time, you are not simply selling your freight broker services. You are selling them your credibility.
Since we want to give you expert advice, we want to teach you this: The real test in building long-lasting relationships with your clients is when you can manage them.
Imagine using a central hub for customer information, from contact details to quotes. With a CRM, you can easily track interactions, identify opportunities, and automate tasks.
Short answer: Absolutely.
A logistics CRM can be helpful for freight brokers looking to accelerate lead conversion.
Long answer: It depends on how you use it. While a CRM is a powerful tool, it's not a magic solution. Its effectiveness depends on how you use it, the data you input, and your actions based on the insights it provides.
In short, you need a strategic approach to maximize its potential.
If you are looking for a CRM that you can properly implement without customization, then you are in the right place.
Our team can also direct you on strategically using its features for efficient lead conversion. Schedule a demo to learn more.
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