Marketing Clinic Feature by Dee Blick of The Marketing Gym & award winning Chartered Marketer.
Converting Prospects into Customers
Getting warm leads - folk interested in buying your products and services is of course not to be sniff ed at. But converting as many as possible of those warm leads is vital.
I spend a huge chunk of my time as a marketer helping clients to increase their conversion rates so, I thought I’d share a few of my tips - tips that have helped me and my clients to increase conversion rates by as much as 50%.
Review your prospect to client acquisition process. Scrutinise every communication you send. Are you pinning your hopes on converting a customer in a great face-to-face meeting and so rushing your follow-up documentation? A detailed and bespoke follow-up summary or proposal is crucial in helping a prospect to arrive at the decision to do business with you. Each stage of the communication process is vital in moving your prospect from the tentative early stages of awareness and interest through to evaluation, desire and action. Don’t put all your energy into one stage.
Are you relying too heavily on e-mail as a follow-up tool? Don’t! Pick up the phone at the earliest opportunity. A two-way conversation is an opportunity to ask questions, to explore needs, to listen intently and to sell your business appropriately. In my experience, once the value of a sale climbs into four fi gures, the phone becomes vital. E-mail might be effi cient, but it’s not always eff ective. So, if you get an enquiry through your website,
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don’t make e-mail your fi rst resort, use the phone to build the relationship.
Explain your follow-up process at the fi rst meeting with a hot prospect. I work with clients that are nervous about following up a meeting, believing that in doing so they are “chasing” their hot prospect. However, explaining to your hot prospect that you will following up with a document and booking in a telephone call once it has been received, the purpose being to answer any outstanding questions, moves that subsequent telephone call from being a chase call to a helpful one instead and it primes your prospect to receive it.
As your meeting is drawing to a close with a warm prospect, ask them for feedback. Be bold! How do you compare to their current provider? Are there questions you have not answered? Far too many meetings end with a whimper and an assumption that all has gone well when there may be outstanding issues to resolve - even deal breaker questions. Don’t assume your prospect will proff er forth this information unless you ask for it.
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Clinic
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