So you convert five prospects out of ten. Does a 50% success rate mean you are wasting half of your marketing budget? Of course not. But maybe some sales training could boost your rate to 60% – and that would up your turnover by 20%!
In the meantime here are a few ideas that may prove useful.
- Get yourself into the proper frame of mind. You can’t expect to do a good job if you are still fuming about the idiot who cut you up on your way to the appointment. Let go of the day’s frustrations and concentrate on the customer.
- Find some common ground. Sometimes this means talking about (or letting the customer talk about) last night’s football or the awful state of the country before getting down to business. Just don’t let it get out of hand!
- Clearly identify the customer’s need. It’s a cliché but don’t try to sell the drill bit – sell the hole!
- Use their words, not yours. Sometimes we get carried away with our own clever jargon. If the customer wants ‘plenty of loft space’, don’t tur n it into ’30 square metres of unobtrusive storage solution’. lead conversion squared review
- Paint attractive word pictures. Ask the customer to ‘imagine yourself driving through the countryside in your new convertible on a sunny day’.
- Use positive reinforcement. When the customer himself talks about the benefits of ownership, don’t be tempted to add lots more features – (s)he knows what (s)he wants. So just agree and ask for the order.
- Put yourself in their shoes. Try to see things from the customer’s viewpoint; ask yourself, ‘Would I buy it from me?’ If you can’t convince yourself….
- When they suggest a feature they want, ask questions. ‘Why is that important to you?’ The more you ask, the more you will understand what they are looking for and the better you will be able to match your product to their requirements.
- Always be credible. Don’t make outrageous claims. Most customers can spot them and the ones that don’t come back looking for refunds when they discover the truth.
- Be prepared to say no if you believe they are making a mistake. It’s awfully hard to turn down a sale but they will thank you and probably become your most loyal customer in the future.
For training in turning more leads into sales click here [http://www.stevemillsmarketing.com/index.php?Id=28].
I help people to find the hidden profit that is sitting in their business. We do this by helping them to uncover and improve the underperforming operations they are currently using. I then look for the highly performing strategies that they could use with minimum risk and investment.
I therefore help businesses to harvest the windfall profit that they could be making, and I teach them to turn these into on going streams of income.
I have never met a business that is fully MAXimising its true potential, either because they don’t have the time, or expertise. Or, they simply have not bothered to ask themselves a very, very powerful question. The question is. How could we do this better
The phones are ringing, web traffic is up, and the sales manager is telling everyone you’re a marketing genius. Your business-to-business lead generation campaign is a success!
But before you break out the bubbly, remember that getting prospects to express interest in a product or service can be the easy part of business-to-business marketing. Converting those leads to sales is often a lengthy and complex process.
Here’s how to build a smart marketing strategy that engages B-to-B prospects and helps persuade them to say “yes.”
6 Steps for Successful Lead Conversion
Business purchases typically involve multiple decision-makers who can take weeks or even months to select a vendor. Since leads may need to be nurtured over time, you need to build a relationship with these prospects.
Your sales team will make frequent contact with prospects during the sales process, but marketing can play a pivotal role, too. Following these six steps can help you create a successful lead conversion marketing strategy.
1. Capture Contact Data to Facilitate a Dialogue
During lead qualification, capture the contact data needed for an ongoing sales dialogue, especially e-mail addresses and permission to send e-mails. One way to get this data is to require it for fulfillment of your original direct mail offer, such as a product sample, free trial of your product or service, or a premium.
It’s also a good idea to ask prospects to help you identify other team members who will have a role in the purchasing decision, so you can reach out to influencers, authorizers, and end-users.
2. Develop a Data-Driven Contact Management Plan
Use prospect data to build a contact management program, a carefully planned series of regular touches with prospects to keep them interested, keep your product and company top of mind, and create additional opportunities to generate a response.
Use data such as company size, NAICS code, industry, geography, or future revenue potential to group prospects with similar characteristics into segments. Then, develop a marketing communications plan for each segment that regularly delivers information tailored to prospects’ interests.
Most B-to-B marketers try to reach prospects at least quarterly. For others, a bimonthly or monthly contact is appropriate. A mix of tactics and channels, such as direct mail plus e-mail, can help you keep in touch with hard-to-reach business executives.