While using Google AdWords successfully can make the phone ring, it’s up to you to convert those leads into clients. Unlike in ecommerce where the entire transaction takes place on the website, for local businesses, human interaction is required to close the deal.
These six tips can help you turn those online leads into brick-and-mortar prospects:
1. Don’t let calls go to voicemail
This is a cardinal rule if you’re spending any money on advertising and marketing. You must not let calls go to voicemail! One of the biggest problems we see is when calls come in and nobody answers, so the call goes to voicemail or the caller is put on hold for two or three minutes.
The fact is, you don’t have an existing relationship with most people who click on your ads. This is cold traffic, and if they call and get your voicemail, most people won’t leave a voicemail. They’ll just hang up and call the advertiser in the next ad.
Related: Manage Sales Leads
The same is true if you put them on hold for three minutes. They’re still sitting in front of their computer or on their mobile phone, and the temptation to just hang up and call the next person is overwhelming.
Make sure you’re equipped to handle the calls and you have a system in place to do it well.
One of our clients, a dentist, uses a call centre so she has a live person answering the phone 24/7. The call centre is even able to schedule appointments for her. Using a call centre will let you run ads all day with the confidence that any call will be answered by a live person, which will lead to higher conversion rates.
2. Hire mystery shoppers
The acid test for your phone crew is mystery shopping. To put this to work, have someone call your business and play prospect. Make sure the mystery shopper knows how to act like your customer. Record every call. Many entrepreneurs are appalled when they find out what’s actually going on when a customer calls their business.
The thing is, you founded your business, and poured your blood, sweat, and tears into it. You know it costs R900 just to make that phone ring, and you’ve spent months building advertising systems and making mistakes. You can’t imagine someone screwing all that up and letting a customer go down the drain.
But your employees aren’t you. It’s not their R900 – it’s yours. It’s not their blood, sweat, and tears – it’s yours. They have no skin in the game, so they’re lackadaisical.
Quality control is crucial. Hire that mystery shopper and monitor what goes on. Make it known that at all times, calls are being recorded and any call may be monitored. Performance and raises should be judged by how well customers get treated on the phone.
3. Invest in sales training
Even if it’s not be in their official job description, everyone who answers the phone in your office is a salesperson. They should have a basic understanding of sales and how to properly handle incoming calls professionally.
At the very least, buy the people who answer the phone in your office a book or two on sales. Even better is to invest in a course or even hire a sales trainer to come in and work with them. This investment can pay huge dividends down the road.
Related: Converting Leads Into Sales
4. Use systems and scripts
Whether those answering your phones have sales training or not, it’s a good idea to have systems in place so calls are consistently handled the way you want – no matter who answers the phone.
In most cases, you don’t want your employees winging it too much on the phone, so giving everyone a script can be helpful. Richard Jacobs, owner of Speakeasy Marketing, a firm that specialises in marketing for attorneys, has his clients’ employees use this effective script:
“Oh, Mr. Jacobs isn’t at the phone right now, but he wants to make sure he talks to you, so let me get his calendar. I see he’s available this Thursday at 11 a.m. or 2:30 p.m. and Friday between 9 a.m. and 10:30 a.m. If you get your calendar out right now, let’s schedule a time when it’s good for you.”
This script makes the person calling feel important, which will give them a good feeling about your company and doing business with you.
Even more important, it sets an appointment on the spot and gets that initial commitment from your prospect right then and there.
5. Always get contact information
Whoever answers your phone should take down every caller’s contact information, including their email address. If you don’t have their contact information, you have no way to follow up with them and the lead will go to waste.
6. Use email marketing
When you get your prospects’ email address, you should have some sort of system where you can send out emails at least on a weekly or monthly basis to your email database on a system like MailChimp, iContact, or any other email service provider.
There are no shortage of things you can send. Maybe you have some sort of sale or special promotion going on that you could share. Or maybe it’s just a great story about one of your customers.
You could send them a video, which will help develop a closer bond between you and your potential customers. You could also send a good article you’ve written or a helpful tip.
Basically send things that will keep you in front of them regularly and continue to build a relationship with them, which can help generate more business and referrals in the future. If you’re not using email marketing and email follow up, you’re leaving a ton of money on the table.
This article was originally posted here on Entrepreneur.com.
3 Strategies For Closing Sales Without Picking Up The Phone
Cold calls generate follow-up conversations only 10 percent of the time, and lead to in-person meetings less than 2 percent of the time. Use these three strategies to skip the cold calling and get straight to decision-makers today.
Anyone who’s been on the receiving end of a sales cold call, which is virtually everyone with a phone number, can attest to how annoying these unsolicited sales attempts often are. Even if you stay on the line long enough to hear what the caller is selling, your first question probably isn’t, “Can you please tell me more?”
It’s more like, “How did you get my number?” Or maybe, “Can you please remove me from your calling list?”
Yet cold calling has been a widely used sales tactic for decades, and is often considered a rite of passage for veteran salespeople. But it’s high time for that to change. There are simply more efficient and effective ways to sell products in the digital age.
Time not well spent
Cold calls generate follow-up conversations only 10 percent of the time, according to a Harvard Business Review study. The other 90 percent of the time, they’re most likely alienating potential leads, even the ones who may actually benefit from the product or service being sold.
Moreover, not even 2 percent of sales calls lead to an in-person meeting, according to HubSpot research. That means you have to spend a lot of time on the phone before you get the chance to make an in-person pitch.
All of that time spent researching prospects, refining sales scripts and training your sales team to pitch your product on the phone, drives up your cost of customer acquisition immensely. Not surprisingly, HubSpot also reports that cold calls cost roughly 60 percent more per lead than acquisition methods like email marketing and social selling.
Cold calling is an aggressive approach, and today’s consumers don’t want to be pressured into making a purchase, they want to buy into your product and your company on their own terms. The internet has changed how consumers make buying decisions, and buyers now want to be in charge of the purchasing process.
Instead of interrupting customers with annoying sales calls, rely on the following three guidelines to build a better sales strategy:
1Start With Inbound Marketing
The guiding principle behind any successful inbound marketing program is to provide value first and sell second.
If customers understand the value that your company is offering, they’ll be far more likely to do business with you.
HubSpot helped pioneer this approach, and now companies like Sapper Consulting are taking it to the next level where they combine precise targeting and unique, creative email content with the insights — generated by big data to help companies get B2B leads and secure high-quality meetings with decision makers.
A successful inbound marketing campaign is based on a specifically defined audience or a set of customer personas. Companies like HubSpot and Sapper help people target content directly to your personas and establish a voice that resonates with them. According to a study by marketing company Captora, 61 percent of consumers are more likely to make a purchase from companies that use custom content to reach them. Clearly, knowing your audience is key.
2Don’t be afraid of public speaking
The popularity of TED Talks and similar forums is evidence of the fact that people want to hear what experts have to say, either in person or over video. But even if you don’t consider yourself an expert yet, public speaking can help you achieve that status.
By speaking at industry-relevant meetings and events, you can start developing brand recognition and a unique perspective on topics related to your business. Plus, you can repurpose speeches as content to use in your future inbound marketing efforts.
A well-delivered speech can be one of the most effective ways to generate sales because you’ll often have prospects in the room when you’re speaking. Grab their attention during your speech, and you’ll likely be handing out business cards afterward.
3Keep an eye on ROI
Content marketing is only effective if you actually use your content. In 2013, SiriusDecisions reported that somewhere between 60 and 70 percent of B2B content goes completely unused. That’s a problem. It shows that many companies are essentially throwing away time and money and calling it content marketing.
Instead of wasting precious resources on your content marketing efforts, clearly define the business objective you hope to achieve with each piece of content you create — beyond page views and click-through rates.
Work to understand the ROI you’re getting out of each piece of content. Quantify your customers’ pain points and create a sales strategy around the solution to those pain points.
Thought leadership and content campaigns will also help you engage with consumers and get a better sense of how your content is contributing to sales. Then, repurpose high-performing content and update content that becomes dated to continue attracting new leads.
Likewise, you should keep content that demonstrates your company’s capabilities and other valuable knowledge gated so that you’re not giving away intellectual property — such as industry analysis, buying guides and RFP templates — for free.
Cold calling is a time-honored practice, and it’s likely not going away anytime soon.
But with these tactics, you’ll have much more success acquiring new customers and gain a big advantage over competitors still glued to their phones.
This article was originally posted here on Entrepreneur.com.
When Your Market Is Declining Fish Where The Fish Are
Shift your focus from barren and ‘over fished’ markets to customers who are looking for the right solutions.
Just as some anglers forlornly cast their lines into fished-out waters, some companies and sales people continue to focus on markets where nobody is buying any more. Sales and profitability decline and business owners blame downgrades, corruption and labour issues, while their real problem is chasing non-existent sales.
Many sectors in the economy have declined, and suppliers to those sectors will face reduced sales and increased competition. The poultry, steel and mining industries have experienced sharp reductions and face serious challenges. The automotive and manufacturing sectors have experienced reduced volumes, cost cutting and retrenchments. If your primary target market is in any similar sector, and you continue to operate as if nothing has changed, you are taking very high risks.
In some instances, the decline of the target market stems from an event like the horrific massacre at Marikana and the changes that brought to the mining industry. Then you know you need to react, but most change is gradual, and some entrepreneurs may not notice, or shut their eyes to the bad news.
Others cling to the hope that this decline is temporary, and do nothing. We all love our comfort zones and find many excuses to stay there, and so we sink with the declining market.
Making the right change
Once you have appreciated the problems with your current markets, look for similar markets that are stable or growing. For example, if you sell mining supplies, the construction industry may offer good prospects. Be creative; think how you can use your expertise to supplement declining markets by entering more successful ones.
Focus on high growth business sectors. Perhaps health and fitness, education, green energy or IT services could provide opportunities. Where could you leverage your technology, source of supply and sales processes to enter growing markets?
Look for success stories, there are many, including those profiled in this publication. It is clearly preferable to sell to a company growing rapidly than to one clinging to the edge of the cliff by its fingernails. If you sell business to business, examine the state of your customer’s customer.
If your customer is operating in a declining market, you will follow them downhill unless you take action. Find ways to use your products and services to make them more competitive, to halt their slide and grow at the expense of their competitors.
This is a good time to look deeper into the real needs of your existing customers. While we are selling well, we assume that we are satisfying customer needs appropriately. Are we really doing that? Are there other products or services that would be valuable to our customers? Find out, and then provide solutions.
Get out of your comfort zone
It’s easy to say that you should move out of your comfort zone and switch your efforts to more lucrative sectors, but less easy to do. Institutional knowledge, systems, databases, credit records, sales processes and products are all geared to the once-successful industries.
Instead of throwing away all of this know-how, it makes sense to adapt the systems and information to new markets in a gradual transition. Start new initiatives by withdrawing resources from the old and using working processes and skills to open new markets.
You are likely to need a core of your operations for your existing markets and customers, but your focus should be on the new initiatives.
Your sales teams may need additional training to work in new areas. They must learn to understand the customers and their needs and adapt to their terminology and business practices.
Continual retention of sales people is a good idea even without change; it is highly desirable if you want to enter new markets successfully. Train all staff who will be a part of that drive, so your whole company becomes capable of delivering great products and even better service to new customers.
Successfully enter new markets
- Which sectors are similar to yours?
- How can your current solutions be repackaged for different uses?
- How can your solutions help customers to be more competitive?
Attention: The New Consumer Currency
Spendthrift customers are unwilling to part with their attention absent the CX factor.
Spendthrift customers are unwilling to part with their attention absent the CX factor.
In the Customer Experience War, brands need to either minimise customers’ attention spend or make the spend worthwhile, or both. Expectations are high.
Less is more
Customers can get what they want through voice recognition now. Busyness equals status.
Brands need to eliminate the journey between here and there. Think groceries direct to your fridge.
Painful attention suckers must go. Old problem like a laptop ban on flights? Qatar airways will loan you a free laptop during your flight.
Eliminating certain customer experiences is the way forward for brands. Assure the customer that any negative socio-economic impacts of your product are minimal so they don’t need to do the research.
On the flipside, help customers multitask to maximize their attention spend at one point in time. Audiobooks are winning out on ebooks.
More is more
Customers are seasoned experience collectors. In a social media frenzied macro-culture oversaturated with the flashy, only the most authentic transient tales count.
The masses don’t just want the quick, easy and dead. Detail, delivery, delighting in delicacy is the new deal.
Customers demand the unexpected. Playfulness in an over-adult world is a very real phenomenon. Think rainbow-coloured foods and Mexican tequila rain.
Amidst the hype, people want to feel better about themselves. Purposeful progress on a path toward self-actualisation and a story worth sharing is worth its weight in attention spend. Make it look like an adventure, and your brand is on its way.
Museum workouts and trancing out to Chromatherapy yoga show that you are an edgy go-getter expanding your transcendental horizons. Event spaces more permanent than pop-ups heighten the experiential community. Creative hubs for coworkers fuse funkiness while easing the isolation funk.
Experiences need to be tailor made to unique specs. Minimalistic approaches can also still grab attention far more powerfully than grandiose firework displays that fizzle out quickly.
Seamless processes, enthralling product
Netflix aims to make watching great content as easy as possible, but wants you to watch the content.
Optimise your CX strategy through a pragmatic approach. At times you will want to spare the customer’s attention spend, and at times you will want to encourage it.
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