The purpose of every piece of advertising we create is to generate leads for our clients. But this should only be the beginning of what is, hopefully, a well-planned and strategically executed sales pipeline. We are pulling for the success of all our clients and want to make sure that they are doing everything on their end to make the most out of the leads their advertising generates. So, in this article, we are going to outline a basic sales pipeline that will squeeze as much revenue as possible from each and every lead for years to come.

1. The business relationship typically starts when someone calls you or fills out a request or order form on your website. The beauty of a request form is that it stores their contact info for initial and continual follow up. On the other hand if they call in you can instantly build rapport with the prospect. Either way you should now have a solid lead which is the name, phone number, and most importantly, email address of someone who is interested in your product or service.

2. Now hopefully you or one of sales reps can take this lead and close it. However, most people do not realize that the sale should be the beginning not the end of your sales pipeline, and this will be explained in this article. Even if the prospect does not buy at this point in time, they are still a lead that needs to be nurtured.

3. You should be entering all leads into a CRM system which allows you to organize everyone according to whether something was purchased, what was purchased, and when it was purchased. This way you can mass email promotional offers and helpful content tailored to each person’s buying behavior or time of the year. With a CRM system, you can automate these emails to regularly reach out to all your clients to encourage initial or repeat purchases.

4. Another benefit of accumulating a large interactive list of people is that you can encourage people to spread the word of your company. For example, you can send an email inviting all of them to follow you on Twitter or Instagram, write a positive review on your Yelp page, or refer their family and friends. Of course you should provide a small incentive for them to do so, but this give and take is a great way to continue to build the relationship.

Following these basic guidelines will allow you to look beyond the individual transaction and use smart marketing techniques and technology to build a movement around your company. When quality advertising and savvy marketing are combined, there’s no competing with your brand. In the end, it will pay off in in credibility, an ever-growing client base, and repeat purchases.