Many of us get leads from various source including referrals from clients, colleagues, friends, or from the internet, advertising, or your website “contact us” form or other marketing efforts.
Knowing and keeping track of the origination of these leads is very important. You would think this would be a very basic function that business owners would make sure is done but it is a function that is often overlooked.
A Customer Relationship Management (CRM) program would be the preferred method of keeping track of leads but if you don’t have one, a simple spreadsheet will do. The spreadsheet should include date, name, town, email address, service needed, source (how did you find or hear about us – who referred you). This spreadsheet will contain valuable information over time that will help you to determine which marketing efforts are paying off. You will also know where leads are coming from by source and neighborhood. What a better way to keep referrals coming by sending a thank you note!
Your office should have a designated person and process in place to record this information. If not, make this spreadsheet or your software program available to all who may be getting lead information.
This type of form can also be used to track sales. Adding columns for whether you provided an estimate, or if you won or lost the lead and why will help you analyze and correct any deficits in your business.
We all put a lot of effort into our public relations and marketing activities. As a business consultant, I recommend you check in with your staff and look at the form from time to time.