Lead nurturing is essential in the complex sales, where the time from first contact to closing is typically a month. The right contact means providing information that customer wants, and not trying to sell them something. Here’s the lead-nurturing litmus test: can prospects benefit from the information you give regardless of whether they buy from you? To help pass this step: there is a list.
1.Know whom you are talking to
Analyze your database and identify audiences with similar demographics, such as industries and titles, and common behavior, such as how they engaged with you the first time and why. This will help you to gather the information to the right people; and also to identify which information is most important to them and how they want to use and consume it.
2.Find out where it hurts
Talk directly to each of your audiences. In this way you can identify what they want to know more about. You can ask question like: what kind of issue keeps you up during the night? What kind of resource would make your life easier?
3.Help ease the pain
Create content that will help them to face these issues. Over time, prospects are going to think “This company has been able to help me, giving me information to face the issue. It seems they actually know what they are talking about.
The payoff: next time your salesperson calls you, they don’t need to make small talk until they conlcude with some lame line about the customer’s readiness to buy. They can have a meaningful conversation aout the latest whitepaper that was sent as part of your lead-nurturing program. Another payoff: B2B marketers that nurture leads have a nearly 30% higher return on investment than those who don’t. Even better, nurturing leads will sure give you a competitive edge considering a whopping 65% of B2B organizations don’t have any kind of lead-nurturing program.
Nowadays in the technology-led society, buyers are doing their research into the product and services they are considering before they reach a sales person. It means that sales people need to adapt their approach to closing sales.
1.Practice makes perfect
It seems obvoius starting with this concept, but neve runderestimate the power of practice. Every time you experience a selling situation, if you close the dealer or not, you should evaluate what you did. In fact, you can learn a lot of things from each sale you make or lose. It isn’t importan how many years you have been in business. Just like the society changes, so deas the way everyone sells. Keep learning what your weakness and strengths are and adapt and change your approach to close more sales.
2.Be prepared to Invest
Your sales team is as good as you provide them with. Investing in technologies that will help them in the sales processand in training that will help improve their skills. It will also show you a return in the form of more, higher value sales being closed.
3.Use incentives to Drive the Right Behaviours
Examples of incentives are commission and target driven bonuses. They are a common way to boost the efforts of sales team. A well done incentive plan considers what drives your sales people and also what behaviours they need to focus on. It will drive them in the good direction and increase their performance. You could find out that different people are driven by different motives. For this reason it’s important to consider creating unique incentives for different groups. Alternatively, create unique incentives for for different individuals to get out the most quality of sales person.
4.Take more time to Listen to the Client
If you are nervous and tend to speed talk your way to sales pitch instantly or so confident that you dive straight in without a second thought, you could be missing out on vital information on the prospect. Most of sales people are worried or scared to leaving a silent moment during a pitch with a client. But if there is a little moment of silence, doesn’t mean it’s a bad thing. Leaving a gap to the client to process what has already been said and talk themselves is important. It will result for them like an occasion to bring up any concerns they have or challenges they are facing. Listening to the client’s needs allows you in two ways. First, to come in and tell them how your products or services will help them to overcome those challenges. Last but not least, it will allow you to quash their concerns. Sales people faces everyday more and more challenges since the society and technologies evolve. Embracing all the changes and actively working to overcome the new challeges will sure make your team indestructible. At the same time it will help you smash your sales targets for 2015 and beyond.
Recently a CEO of a small technology company called my wondering how to improve his lead generation team’s cold calling efforts. He called me just after two salespeople just quit and said:”I’m about to give up on cold calling, and after start doing inbound marketing, because I think cold calling is dead. What do you think I should do?” I thought “It’s no wonder its sales team quit.” There is a proverb that says 90% of people hate cold calling, and other 10% are lying. Obviously, no one really likes of making or receiving cold calls. If you are randomly calling, or direct mailing your customer, and think it’s just a numbers game, so you need to stop. This type of interruption marketing doesn’t work so long. Then, he asked “What could i do instead?” So i gave him this advice “Stop cold calling, and start lead nurturing”.
COLD CALLING VS. NURTURING CALLING
Look up the right definition of “nurture”.
Here’s what i will find on the web: to foster, help grow or help develop. The art of nourishing or nursing; the environmental influences that contribute to the development of an individual. Your lead nurturing program is all about haing consistent and relevant communication with viable prospects, regardless of their timing to buy. Your lead nurting program bases on having consistent and relevant communication with viable prospects, regardless of their timing to buy. Think on your phone like an extension of this programs. You shouldn’t try to use pressure startegies on the first phone call. It’s about building long, meaningful and trust-filled relationship with the right people.
BE USEFUL AND HELP YOUR PROSPECTS
Think about it: when is the last time you received a cold call that you benefited from? Your customers feel in the same way. Every time you puck up the phone, it’s important to create value providing your prospects to potential customers in digestible, bite-size chunks. Jonathan Jantsch writes in a post on Ductape Marketing World “You don’t have to be a pest when you call people. Don’t sell, just be useful. Even useful voice message will let people know you are human and aren’t going to hard-sell anything. Reaching out through the telephone in a meaningful manner will help build trust for your other lead generation initiatives.”
BE RELEVANT AND UBER-INFORMED
While you are making a call, the worst thing you could do is to contact someone without knowing anything about them. Instead, you should have a sound, working knowledge of each potential customer, the company and, most important, all the issues they face and how your product could help clarify them. This particular interest goes a long way in establishing a meaningful dialogue. Start asking your sales team:
Which questions do your customers usually ask?
What does it care to them?
What issues are the facing?
Find some content that addresses that issues. The, pass this content by your sales team, and ask theme wheter their customers would value it. As much as you can, repurpose content. For example, white papers can be transformed into articles, and articles into blog posts. Marketing technology could help you know what content people are engaging with on your website, webinars, and email, and you can leverage this information through lead scoring to helpo your prioritize when someone might be ready for a call.
BUILD TRUST WITH EACH INTERACTION during the call
Tell-and-sell is a thing passed. Become a believed advisor by adding value with each interctionand sharing relevant information. Providing valuable education and information to prospect up fronts, you become a trusted advisor. Share informations that sticks with them. Try to give them the educational content that helps them grow as an individual or a company. Sellers who become trusted advisors and understand the needs of economic buyers, are 69% more likely to come away with a sale. But can prospects benefit fromt he information you provide, regardless of whether they buy from you? The purpose of lead nurturing is to maintain a consistent dialog with viable future customers. If you are able to follow these ideas, you will start thinking about how you and your sellers can be a significant resource. When you do it, you don’t have to sell to people. They will come to you when they are ready.
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