The end goal of the sales process is not to make the sale. The end goal is to inspire people who do buy to come back and buy again. Loyalty is what it's all about. From first contact to repeat buying, the customer lifecycle involves six distinct "ages" that make up the funnel design.
This is the act of finding good leads. You do solid research on the demographics who want your products. That kind of research involves scientific sampling. You could set up questionnaires, arrange for digital surveys, and all manner of other data-gathering techniques so that you can learn from the people in your statistical sample, who have already told you that they are interested.
Not all leads will pan out. Some will be gung-ho for your product or service, but some might just be "along for the ride." By qualifying your leads, you find out the people to whom you should be marketing. Here, you move from the general to the specific. You need to find out what specific things the customers actually want. During this stage, you will interact with the customer directly for the first time, which might be face-to-face or virtual.
When your prospects turn into customers who either come into your establishment or log into your website, you must evaluate their needs correctly. Ask them pertinent questions. Listen intently. Once you know what the customers really want, you can make an offer of a product or service with confidence. As an example, if Joan wants blue pants, you do not want to offer her red pants.
You have suggested a product or service to the customer, and the customer seems to be thinking about it. You can almost hear the objection before the customer even begins to speak. "It's too expensive." "I have to talk to my spouse." "I'll come back." You have heard them all, right? Have the rebuttals ready if they become necessary. While speaking with the customer, always redirect the conversation back to ways that the product or service meets one of the customer's needs. If you highlight the value of the product or the service to the customer, you may not need any rebuttals.
5. Closing the Sale
Your sales techniques worked! The customer has purchased the item or the service. In a way, this is where the sales process truly begins. Follow up with the customer. Ask the customer, "How did things work for you?" or, "Is there anything we can improve upon?" If a customer feels like part of the team, that increases the value of the item or service the customer purchased. Never forget about the customer once the money is in the cash register.
Repeat customers are the best customers. Sale completion is just the beginning of the next sale. Always provide value. That doesn't just mean giving the customer deals the next time around. Asking for customer feedback and acknowledging that feedback is as important, if not more so, than providing "a deal." Always be honest. Respect the customer's time. Do what you say you will do. Customers are savvy, discerning, and particular in the 21st century. You have to stand out in the crowd.
We're Rubberneck Society, and we know and understand the customer journey. We can help you implement these steps to drive your profitability and help you build loyalty in every single customer. Contact us today to find out more!
Relentless digital marketing is certainly necessary to increase conversion rates. However, other key elements can support the marketing campaigns to improve outcomes and increase revenues. You can delegate to staff key duties, use cloud tools, create ongoing communication channels and use cross-promotional strategies, for example.
Targeting Areas for Improvement
There are many strategies available, but none of them are universally applicable. In other words, the best strategy will fit your particular situation precisely because it highlights an area of weakness. Obviously, if all areas were as strong and robust as necessary, no improvements would be required.
Providing unparalleled customer service is a grand objective, but think about the context. What do you really know about your customers? Have you been monitoring their activities on your website through heat maps, for example? This information can tell you a lot about their preferences. Many customers respond when they see their interests being reflected back to them through communications with your sales team. This is especially important for follow-up emails as well as initial contact forms.
Cross-promotion and cold-calling campaigns are effective at reaching new customers. The first technique requires you to be agile by recruiting new customers from other channels. This marketing outreach method involves collaborating with other businesses for mutual benefit. If you can work with a business that might otherwise be a competitor, it becomes possible to boost the revenues of each company.
Try deploying a cold-calling campaign in coordination with other methods. To be effective, you must be mobile in order to make the most of the opportunity. Use cloud tools, and never be afraid to delegate to staff key responsibilities. This can also help you to assign lower-level priorities. Remember to be clear and succinct with all of your ongoing communication efforts. Always include a clear call-to-action at the end of every email sales letter, for example.
Conversion Rate Monitoring, Social Proof
Prospective clients will always start their journey through some kind of sales funnel. As obvious as this might seem, many businesses still fail to optimize the first point of contact. When a customer first becomes aware of your product or service, you have only a few seconds to make a good first impression. However, this is also the time when it’s critical to set up the prospect’s awareness for future encounters.
Try to get their email as soon as possible in the sales funneling process. This will allow you to track their preferences and reactions over time. Each customer should be presented with a reason for using the contact forms on your site. This can be done using transactional content, for example.
Once you have a working email list, you can craft email campaigns that personalize the experience for them and speak to their interests and concerns. You can rekindle interest in a customer that hasn’t made a purchase in a long time, for example. Special offers, discounts and holiday specials are always popular, but be careful to space your communications so that you never sound like you belong in the spam folder.
Nurturing Your Leads
Email campaigns can be powerful in establishing quality relationships that develop over time. Never waste a moment of your prospective customer’s valuable time. Make your value proposition succinctly, and appeal to their immediate consideration. Address their known preferences whenever you have access to this data. Never hesitate to seek out information about these preferences if you don’t have access to them yet.
When you speak the customer’s language regarding personal preferences, you might succeed in getting them to make their first purchase. However, it is important to recognize this as a significant milestone while remaining aware that it’s not the end goal.
Final Conversion Tips for Relentless Digital Marketing
There are many ways to express gratitude to your customers for their loyalty. Accessibility is often an overlooked method, but you should consider the impact that it has on a prospective customer. When you make it easy to get a hold of you by phone, chat, email and other platforms, your customer will learn that you’re genuinely interested in building an ongoing relationship.
Build a rapport with customers at every stage of this relationship by using rich media like animations, videos, graphics and embedded links to useful content. Never be afraid to put a time limit on a great offer; this is an old technique, but it’s still one of the most effective ways to convert leads into customers.
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