Top lead scoring techniques to use with your CRM

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A lead scoring model is simply a must if you don’t want to waste your time on low-quality leads. Let’s say you are getting hundreds of moving leads every week. You give them equal attention, but your conversion to paid customers is still low. That means you are pursuing the wrong leads and wasting your resources. Top lead scoring techniques used in conjunction with your CRM can bring fantastic results, and help you shift your focus to the right place.

Interaction with customers is crucial

The only way to increase your conversion rate is to understand the intent of your clients. That can be hard in the moving business. You can achieve that only through relevant communication. If we consider how much everything has changed since COVID-19, and how peoples’ priorities are not the same anymore, we can say that lead scoring plays a crucial role now. The best way to improve the interaction with clients is to use these top lead scoring techniques combined with moving leads software.

What is lead scoring?

Three yellow dice with smiley faces on them.
Lead scoring will help you to shift your focus from the sea of incoming leads to those with the highest chance to convert to paying customers.

When you obtain leads, know that not all of them have the same quality. For example, person A might be looking at your website because they had thoughts of moving. However, they are still not 100% sure it will happen, or when. Now, we have person B that has to move the very next month, and they need to find movers ASAP. If you don’t know their intent, you cannot tell which of these two visitors is more likely to convert. Having a lead scoring model will help you to grade your leads, and determine which of these two has more likelihood to convert soon.

Grade customer interaction

The first lead scoring technique we are looking at today is grading customer interaction. If we look at your website and the content you are creating, there are a couple of things a potential client might do:

  • clicking on your e-mail;
  • visiting company website;
  • looking at paid content;
  • checking out payment forms on the website;
  • downloading free content;

All of those count as customer interactions. However, they don’t have the same value. For example, if a person visits your website, that does not mean they will purchase your services. However, if they move to the paid content and check out payment forms, that means they are considering purchasing something. You need to grade every interaction and use that system to pinpoint the customers that are more likely to convert. For example:

  • visiting company website – 2 points;
  • clicking on your e-mail – 10 points;
  • downloading free stuff – 15 points;
  • viewing payment forms – 60 points;

When you do the math, you will know exactly what lead scored more points. Once you have that information, feed it to the software database, like MoversTech CRM for movers, and analyze it for further use.

Decrease lead score if the interest drops

Just how you should increase the lead score if the visitor is active, you should also decrease it as a penalty for inactivity. For example, if one potential customer was not active for at least a month, decrease their grade by 10 points. If they re-engage, you will increase their score again.

This is a crucial step that will keep all of your leads in check.

Using website forms to ask for disclosed preferences

Another way to understand the intent of the customers is to create forms on your website that ask important questions. For example, you could create a popup that asks the visitor if they plan on purchasing your services in the next 0 to 3 months or 3 to 6 months. This could tell you a lot, but it could also be a double-edged sword. It is a direct question that asks the customers if they will spend money on you in the next few months.

CRM spelled out with differently colored cubes.
A proper CRM with integrated forms can help you generate quality moving leads.

What you should do instead is use progressive profiling. That means creating multiple forms that ask different questions. If one client visits your website a few times, they might get a different question every time. This way you are slowly collecting data and building their profile.

Understanding profile fit

You can categorize your customers into different profiles based on their interests and financial capabilities. For example:

  • high interest, high income – profile A;
  • high interest, low income – profile B;
  • low interest, high income – profile C;
  • low interest, low income – profile D;

These four groups will help you to know your customers better. In simple words, profile A is customers that show interest and have money to afford it. For example, a family with two children where both parents are working wants to move to a different city. They have a high interest and enough money to afford hiring movers. On another hand, we have a student who needs to move for college to a different state. The interest is high, but he has no income.

Woman with five-star rating in front of her.
Come up with a profiling system that will help you group your customers based on their interests and financial capability.

Understanding these profiles will help you to determine the approach you will take for every group. If you have a customer that belongs to profile A, you will want to be a bit more aggressive and move towards closing the deal. But, if the customer belongs to profile C, you don’t want to be too invasive. Come up with something that will awaken their interest, and slowly try to shift them to profile A, where it is more likely they will make a purchase.

Use CRM software to acquire, grade, and track your leads

Using top lead scoring techniques will have better results if you combine it with CRM software. You can use reporting features to analyze scores and move customer profiles to the correct profile groups. Furthermore, having a CRM guarantees more leads. It is a perfect combination that allows you to acquire, grade, and track your leads.

Top lead scoring techniques explained

When creating your lead scoring system, it is crucial to think about two things: complexity and efficiency. Do not overcomplicate the system. It needs to be compact, but with the right focus. Try to implement the top lead scoring techniques we covered, and create your own grading system. It is a process, so don’t try to rush it. Lots of luck with your business!

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