They say that hindsight is 20/20, and in hindsight I think there is a chapter that we, the authors of The Small Business Owner’s Guide to Local Lead Generation, should have included in the book…a chapter on basic sales skills.

Yes, I know that the book was about lead generation, not lead conversion, but the fact is that lead generation is a pointless waste of money if the small business owner (or their staff) does not have the basic sales skills necessary to convert leads to customers.

The fact is that potential customers are not going to contact you and say “Hi, my name is ____.  I would like to enter your sales funnel.  What is the best way for me to do that?”

I can guarantee you that will never, ever happen.  What will happen is that potential customers will call to ask what your hours are, or if you take credit cards, or how much service xyz costs, etc.  Small business owners (or small business employees) who have no sales skills will simply answer those questions, and then wait for the person on the other end of the line to say something else.

That is the wrong response. 

You must have a process in place that every employee of your business is trained in that takes someone from the initial random question phase to the “let me give you some money” phase.  If you don’t, then please stop spending money on advertising–you are probably wasting most of it.

In the most recent episode of my small business marketing podcast, I share two stories that demonstrate this point all too clearly.  Play the video below to hear the stories, so you can avoid making the same mistakes.