We usually associate good sales with good leads. The conversation is always analyzing the quality of leads, quantity of leads, good leads, bad leads, warm leads, cold leads. However, we don’t hear enough about nurturing and converting leads. While pursuing new leads and filling up the pipeline is important, marketing can only hold your hand so much. So get that mailing list and start putting your newsletter content together. It’s time to tell us what you’re all about and warm us up for a sale.
Marketing won’t help you if…
Just because you did not get a sale from a lead doesn’t mean you throw it and onto the next one. A good marketing strategy usually yields good leads; so why go through all the trouble only to throw the leads away. Even the cold ones deserve joining your exclusive mailing list and receiving your awesome content. Because let’s face it, not all leads are ready to buy on the spot. Not the right time, not the right price tag… to each their reasons not to buy. In fact, you should appreciate your leads taking their time, doing their due diligence, and picking the right product from the arsenal you have provided. By receiving your emailed newsletter, observing, asking questions, consulting with you, your leads that you acquired last year are more likely to benefit from your product/service the most if there is some type of consulting and homework done. This improves customer experience, and increases customer satisfaction.
Customer service starts before sales
Email marketing is an ideal way to nurture a relationship with the potential customer. Exposing a lead who is slightly interested to your content increases awareness of your product, brings up any questions that need to be tackled, and ripens up the lead to “Buying customer” status. If you’re playing your cards right, engaging your mailing list / follower base, and exceeding customer service expectations, might have you end up with increased retention and referrals. Leads are simply not going to convert themselves to sales.
Where do I start?
A good CRM system can go a long way.
Set up a Customer Relationship Management system (CRM). There are plenty out there and they’re all becoming more and more user-friendly. Just type CRM in your Youtube search and watch one video after another walking you through how CRMs works. If you don’t want to spend money on one yet, just use your regular email provider and social media platforms to spread the word amongst your following.
OK. So that’s CRM. Now, what about content?
If you are a business owner and you have some kind of craft under your belt, you automatically have content to share. Ask yourself, what is a really cool product/service I offer that people need to know about today? Put that in picture, text, video, or a combination and you will find yourself educating your following/contact list about what you’re selling and why they should partake. Make sure you answer “What’s in it for them?”
Follow up like a Millennial.
If you use a smartphone, you’re already there. You just need to make the conscious effort to answer inquiries, engage people on social media, resolve disputes. You basically have customer service in your pocket. After all, most of us are on social media most of the day. So let’s set up email and social media alerts on the phone to ensure swift follow up and consistent engagement with your target leads.
Listen to the pulse
By having this type of continuous interaction, you establish trust, you introduce your business, and your brand over a period of time. On top of that, offer solutions when a problem persist or becomes a pattern. You can offer temporary fixes to these issues, or turn these solutions into permanent services/products and sell. A problem solved is a product sold. This will push you to bridge more gaps with your potential customers and generate more sales. Complaint patterns are free signs showing us what the market wants. it’ s up to us to react to the signs and meet the need. Follow the breadcrumbs and find the loaf.