As a business, generating leads is only one part of the sales process. You can generate as many leads as you want, but it means very little if none of them are converting. You need people to step up and spend their money for your company to function. As impressive as your lead generation is, you struggle to convert and end up losing money by missing out on sales. 

Why is this happening to you? Why does your business continuously miss out on lead conversions? Problems can be unique to the company and industry, but as a general rule it’s normally thanks to one of these three reasons:

A lack of engagement

Engagement is crucial in every business throughout every single sector. Call it customer engagement, client engagement, patient engagement – whatever, it all relates to the same thing! A lack of engagement means that your leads aren’t interested in what your business has to offer. Or, they’re interested, they just don’t know it yet because you struggle to keep them engaged. You have to focus on developing great content marketing strategies to engage customers/clients/patients and encourage them to move to the next step of their journey to becoming a customer. Keep people engaged and you will have a much higher chance of converting leads to sales. 

Too many false promises

Next, you’re struggling to convert leads because you make too many false promises. You can draw someone in with your online ads, loads of people click them, loads of traffic floods to your site, but what you promised on the ads isn’t replicated in what you’re actually offering. This happens far too often throughout the business world as companies look to ‘clickbait’ their audience in the hope of generating traffic and leads. Sure, you get both of these, but the conversions never come as people land on your site and get annoyed that they’re not presented with what they expected. Yes, you need to draw people in and make your offer seem attractive, but be honest about it and don’t embellish too much. 

Negative reviews

Finally, you’re missing out on converting the leads you generate because they keep reading negative reviews about your company. Most of the time, this is the last thing someone will do before committing to purchasing a product or signing up for a service. They’ve been drawn in by your marketing material, they love what you’re offering, they just need to be sure that they’re making a good decision. What better way to do this than by checking your reviews? If you have too many negative reviews, it puts people off. So, focus on generating as many positive reviews as possible and learning how to deal with negative ones. Bad reviews aren’t always damaging if you know how to handle them and diffuse their negative impact. 

Look at your business and consider which one of these things is holding you back. You might discover that all or a combination are doing damage. Address the problems to have a better chance of securing hot leads that turn into paying customers.