Proven Systems - eAdvisor - Feature Article |
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Communication Makes the Most of Valuable LeadsThis issue's Feature Article is Part III of a four-part series highlighting the importance of tending to your sales funnel. Parts I and II looked at how a neglected sales funnel leaks customers and leaks opportunities to up-sell to customers. In Part III we examine how a sales funnel can leak prospects — the would-be, could-be customers who may never be converted because a company fails to follow up and communicate. For many sales-based businesses, it is common to spend a bulk of a marketing budget on lead generation. From trade shows to direct mail campaigns to traditional media buys, a company may invest heavily in engaging those fresh faces who have yet to discover its products or services. It's not enough, however, to simply get noticed by a new pool of prospects. That's merely the first step in the sales process. What you do with those prospects once you've grabbed their attention is the make-or-break piece to the lead-conversion puzzle. According to worldwide sales strategist and best-selling author Chet Holmes:
Given this insight, it seems a majority of a company's resources should be geared toward courting the majority of its prospects — the 97 percent that can either be persuaded to purchase in the next three months or will buy (from you or your competitor) in the future. Yet, many companies spend a bulk of their dollars targeting the 3 percent of 'low-hanging fruit' — those leads that are ready to buy immediately and don't need as much convincing. "97% of salesmen make no attempt to sell a prospect after the third attempt." — Strategic Client Retention Sure, catering to the 3 percent of 'hot prospects' is vital for steady cash flow. Just don't treat the remaining 97 percent of prospects as disposable. After all, how much did it cost to capture the attention of those leads? Put those valuable leads in your sales funnel — and keep them there! The art of follow-upFollowing up and communicating consistently with prospects are musts in sales, but there's a right and a wrong way to do both. Simply calling or randomly emailing a prospect every few days or weeks is likely going to wear on the nerves of the prospect. Even worse, a salesperson who comes across as desperate, pushy or disrespectful of a prospect's time may scare that prospect away for good. It's human nature to appreciate those who offer you something of value and respect your time. Thus, a good follow-up strategy is to consistently offer something useful to prospects without consistently intruding on their time. Plus, offering something of value — for example, an educational white paper or a calendar of upcoming industry events — gives a salesperson a platform for meaningful discussion the next time he or she calls a prospect. Staying top of mindA professional and informative company email newsletter is a highly cost-effective, non-invasive way to keep in touch with prospects while also offering them something of value. A professional email newsletter can be a useful resource that, in a single issue, can include:
— and much more! By professionally packaging these valuable offerings into a single communication that you consistently send to prospects, an email newsletter can be the one universal marketing tool that allows you to reinforce your company's brand and image and build relationships with prospects, current customers, vendors and industry insiders. Let your email newsletter establish your company as the industry thought leader, thus building credibility among prospects. Chances are good that they'll think of you first when they're ready to make their move! To make the most of every prospect, you need a quality eNewsletter. If your eNewsletter is not getting done — or isn't getting done well — contact Proven Systems today at (800) 720-5398 or info@provensystems.com. |
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