Optimize the Conversion Process So you have an interested prospect? Make sure your sales and marketing teams have the tools they need to close the deal. Marketing automation software can really help with this process, but it’s not an absolute must. As mentioned above, start by creating a marketing plan that addresses each phase of the sales cycle – awareness, interest, engagement and sale. Then think about the timeline that accompanies a typical sale and ways you can match your outreach efforts to keep warming your lead. For example, use your blog or a workshop to generate awareness and earn trust. Then, use social media and your website to encourage prospects to sign up to your email list with the promise of more information and/or special offers. Now that you have an email address and basic information about a prospect, tailor a personalized marketing outreach campaign to them. Send staggered emails (once a week) and offer more information. Invite them to check back in for a demo, webinar, or other “learning” experience. If they still aren’t ready to convert, consider mailing them an offer or promotion and follow-up with a sales call. All through this process, you are deepening your relationship with the prospect by offering value – not just chasing a quick sale. This type of “guided selling” can really help improve your conversions dramatically.
Posted on: Wed, 19 Nov 2014 16:31:18 +0000
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