Every business owner wants to know the secret to turning more leads into sales. It's a complicated pursuit, and there is no magic formula. There are tried and true tactics that can give you and your sales team the best chance at growing your revenue. It's about getting back to the basics, mastering daily execution and getting a system or process in place to make sure no one slips through the cracks.

Here are four simple tactics to get more sales:

Say Hello to Old Friends

Just because they've been a little cold doesn't mean they're lost forever. Your dormant contacts can be nudged back into your sales funnel to boost conversion rates. The first step is to identify inactive contacts. Choose a metric that you use to mark a contact as inactive - this could be the first date of contact, the first sale, etc. Create a separate inactive email list and use that to send simple re-engagement emails. These could be feedback surveys or special offers to pique their interest. It doesn't have to be complicated. Chances are, if you're out of sight, your out of mind, so find ways to stay front and center when relevant.

Get into Lead Scoring

Lead scoring is a methodology used to define the quality of your leads; it ranks prospects against a scale that represents the person's perceived "value." It can be helpful to sit down with your sales team to determine which categories are relevant to your lead score. Good lead scores typically use a broad mix of variables ranging from demographic information, motivations, interest level, actions taken, and more. Each of these categories gets assigned a numerical value that indicates quality. When you add up all of the values, you get a lead score. Knowing this type of score will allow you and your team to prioritize where to focus your time and energy to make the biggest impact.

Draw a Line in the Sand between Marketing and Sales

Marketing and Sales should sit down and help determine a lead score that a prospect must hit to be "sales-ready." Differentiating between those that are qualified for long-term marketing vs. being qualified for a more direct sales offer will help make sure that no lead is wasted, and that your sales team doesn't spend time following up with people before they are ready to make a decision.

Give Your Leads their Needs

Determine the needs of sales qualified leads and continue to follow-up and develop a relationship. Having a system in place to log all your interactions with your contacts will allow you to identify their wants and needs better, enabling you to offer solutions to them before they even ask. Everything you do to predict their needs and make their lives easier will gain their trust and build brand loyalty. If you're looking for a system to manage this process, make sure to check out my prior post on the five considerations to consider when choosing a marketing automation solution for your small business.

Using these key tactics will get you closer to closing every time. There are no shortcuts, and it takes effort, but having a framework that lets you identify and engage with your customers throughout their journey will lead to continued success. Try just one of the tactics, see how it works and go from there.