Managing Leads and Deals in the Packaging Industry

The packaging industry is relationship-driven, but winning deals requires systematic lead management. Studies show 80% of sales require 5+ follow-ups, yet most manufacturers give up after 2 attempts. This guide shows you how to win more deals.

Understanding the Sales Funnel

Stage 1: New Lead (Inquiry)

Typical Sources:

• Website inquiry form
• Trade show contacts
• Referrals from existing customers
• Cold outreach
• Social media (LinkedIn, IndiaMART)

Action Required (Within 2 hours):

• Log lead in your system
• Send acknowledgment email
• Request basic requirements (box dimensions, quantity, timeline)

Stage 2: Qualification

Key Questions to Ask:

1. What products are you packaging?
2. Monthly/annual volume?
3. Current supplier? (if switching, why?)
4. Budget range?
5. Decision-making timeline?
6. Who else is involved in the decision?

Red Flags:

• Unrealistic pricing expectations
• No defined timeline
• Can't share current supplier pricing
• Only comparing quotes (no intent to buy)

Stage 3: Costing & Quote

Best Practices:

• Provide quote within 24 hours
• Include detailed breakdown (paper spec, BCT, pricing)
• Offer 2-3 options (economy, standard, premium)
• Clearly state validity (7-15 days)
• Add terms and conditions

Quote Follow-Up Schedule:

• Day 1: "Quote sent" confirmation
• Day 3: "Any questions?" call
• Day 7: "Quote expiring soon" reminder
• Day 15: "Still interested?" check-in

Stage 4: Negotiation

Common Objections & Responses:

"Your price is too high"

• Ask what their budget is
• Highlight quality advantages (BCT, better paper)
• Offer volume discount
• Suggest alternative board spec

"Need to check with management"

• Provide comparison sheet vs. current supplier
• Offer sample boxes for testing
• Request tentative timeline for decision

Stage 5: Order Confirmed (Won)

Immediate Actions:

1. Send order confirmation email
2. Request 30-50% advance payment
3. Create production schedule
4. Update inventory requirements
5. Set delivery expectations

Stage 6: Lost

Why Deals Are Lost:

• Price (45%): Competitor offered lower price
• Timeline (25%): Can't meet delivery deadline
• Quality Concerns (15%): Worried about BCT, consistency
• Payment Terms (10%): Advance % too high

Important: 40% of lost deals convert within 6-12 months. Stay connected!

Lead Scoring System

Prioritize leads based on quality:

Score = Volume Points + Timeline Points + Budget Points + Fit Points

Volume:
- >10,000 boxes/month = 40 points
- 5,000-10,000 = 30 points
- 1,000-5,000 = 20 points
- <1,000 = 10 points

Timeline:
- Immediate (this week) = 30 points
- Within 1 month = 20 points
- Within 3 months = 10 points
- Exploring = 5 points

Hot Lead: >70 points (Follow up daily)
Warm Lead: 50-70 points (Follow up every 2 days)
Cold Lead: <50 points (Follow up weekly)

Deal Pipeline Management

Visual Kanban Board

Track deals across stages:

• New Leads: All inquiries
• Costing Awaited: Waiting for internal costing
• Quote Sent: Pending customer response
• Negotiation: In pricing discussions
• Won: Orders confirmed
• Lost: Lost to competitor

Automated Reminders

Never miss a follow-up:

• Quote expiry alerts (2 days before)
• Stale deals (no activity in 7 days)
• Payment follow-ups
• Delivery confirmations

Key Metrics to Track

1. Lead Response Time: Target <2 hours
2. Quote Conversion Rate: Aim for 30-40%
3. Average Deal Size: Track monthly
4. Sales Cycle Length: Days from lead to order
5. Lost Deal Reasons: Identify patterns