Generating leads is a critical part of growing your business, but the real magic happens when you turn those leads into loyal customers. For family-owned businesses, building a reliable “sales machine” can transform how you grow, ensuring every lead is nurtured and every customer feels valued.
It is possible, with an affordable marketing company at your side, to create a system to convert leads into repeat customers while maintaining the personal touch that sets your business apart.
The Journey from Lead to Loyal Customer
Most businesses focus on getting leads but struggle with what comes next: converting a lead to client. Without a plan, leads can fall through the cracks, sales can be lost – and even worse, a good client can turn into a lost opportunity – wasting your time and money.
For example, if you have ever tried advertising on Home Advisor or Angi, you know that if you don’t call the lead right away – you can lose the opportunity almost immediately. If you don’t have a system to follow up with the lead repeatedly – then you’ve definitely lost the lead broker game.
Similarly, if you pay for advertising but don’t answer the phone or have a script for how to answer the call, or have a system in place for following up or nurturing the lead – chances are you shouldn’t be advertising yet. But that doesn’t mean give up – it means contact a marketing agency like SBMS Media, who can help get you to the place where it is a smart move to begin investing in ads.
To create a sales funnel, to develop a business that will be your legacy – you need to build a sales machine. Tools, software, and teams that will help you grow with intention.
What is a Sales Machine?
A sales machine is an automated system that ensures every lead is followed up with and nurtured through the sales process. A sales machine is your 24/7 sales assistant, working even when you’re not.
But a sales machine needs a director – someone to monitor, lead, and control the direction of the machine – and that would be the digital marketing agency that you select to work with – unless you go the DIY Marketing route.
Step 1: Start with a High-Converting Funnel
A digital marketing company can help you build a funnel that guides potential customers through every stage of their decision-making journey.
This is something you can learn, too, and is encouraged if you have more time than money (and is typically the case with startups in years 1-3 of owning a business). SBMS Media offers resources to DIY marketers, if you are looking for mentorship and coaching opportunities.
Key Funnel Stages:
- Awareness: There are different levels of awareness (ie: do they know what is causing their problem, are they aware your business can solve the problem, etc – there are many layers to “awareness in marketing”.
- Interest: Share helpful resources, like a checkoff list, a tutorial, or a workshop through blogs, email marketing, videos, on social media or during live events.
- Decision: Make it easy for them to decide to select you by sharing testimonials, providing value to each interaction, and being easy to connect with on and offline.
Step 2: Follow Up with Automation
Follow-ups are crucial, but manually tracking every lead can be overwhelming. Tools like automated email marketing ensure no lead is left behind. They can also help with nurturing a propsect you recently had a sales presentation with. And – you can increase client satisfaction after the sale by developing email sequences that share “what to expect” during the process of working with your company.
Example Automation Workflow for a new Prospect:
- Day 1: Send a thank-you email after they inquire.
- Day 3: Share a blog post or video that educates them about your services.
- Day 7: Offer a special discount or incentive to book a sales appointment.
Step 3: Build Customer Loyalty
Once you’ve secured a customer, your work isn’t done. Retaining customers is easier and more cost-effective than finding new ones. Not only that, a loyal customer is more likely to refer you to friends and family members, they are more likely to provide testimonials and reviews – and they are more likely to continue using your services if you stay invested in them as people.
Ways to Build Loyalty:
- Content and Social Media Marketing: Stay connected through regular updates and helpful tips.
- Company Promotional Items: Send branded thank-you gifts to show appreciation.
- Personalized Emails: Recognize anniversaries or follow up after completed projects.
By fostering these connections, you not only keep your business top of mind but also build lasting relationships that lead to referrals and repeat work. Loyal customers often become your biggest advocates, sharing their positive experiences with friends, family, and neighbors. This word-of-mouth marketing, combined with thoughtful touches like personalized follow-ups or branded gifts, reinforces trust and ensures your customers feel valued. Over time, these efforts create a community of satisfied clients who see your business as an integral part of their lives, driving long-term growth and stability.
Step 4: Track and Improve Your System
To ensure your sales machine is running smoothly, track key metrics like conversion rates and customer lifetime value. A digital marketing agency can provide tools and insights to optimize your efforts.
When you are investing $3k or more in advertising on one or more platforms – it is going to become increasingly more important that you know which campaigns are working, and which are not.
Make Every Lead Count
By combining funnels, automation, and loyalty strategies, you can create a system that turns leads into lifelong customers. The best part? Once your sales machine is set up, it works for you, freeing up your time to focus on what you do best.
Ready to build your sales machine? Before you get started – its important you know the ins and outs of advertising… Download our free guide to advertising pros, cons, costs, and timelines to take the first step.
