In business, there is always a large focus on gathering more leads but to fund the strategies and bring in the revenue, these leads need converting.
Once you have achieved increasing the flow of enquiries, it is time to work on converting these leads to customers. This post is to make marketers and sales teams rethink the traditional approach to converting that sale.
(WARNING: This post may include terrible analogies and loosely related pictures)
Target Your Email Sends
Studies have found a 208% higher conversion rate for targeted emailed over batch-and-blast approach.
These odds are achieved by putting more time into dividing your leads. Try segmenting your groups into appropriate categories so you have a much more funnelled marketing strategy.
Good categories to consider:
- Geographical Location
- Product searched
- Average Spend
By categorising in this way, you are able to target exclusive offers and relevant information that are much more likely to catch the customer’s attention and increase click through rate. It’s about getting the right email to the right person.
Make It Personal
Model your business on a corner shop.
Get to know your customer; who are they, what do they like, what do they not like. Remember their personal details; ‘How was their holiday last week?’ ‘Congratulations on their new family member’, ‘Did you catch last night’s episode of Game of Thrones?’.
In some ways, sales is like a dating game. It is never a one sided affair, where you talk about yourself and what you have to offer. It is important to understand your customer’s needs and interests and respond accordingly to them.
By putting the effort in to make things personal for your customer, this goes a long way in building trust. Using the rich profile data supplied by CANDDi, you can see what your customer is looking at, what they have interacted best with and how many times they have visited. This then gears you up to approach, either by mail, phone or even using CANDDi Questions in a much more personal way.
In a real life situation, if we see that a customer is interested in the blog posts about the latest industry news, any content emails that go out to them will include the latest posts about the industry rather than the ‘how to’.
Ditch The Sales Pitch and Introduce Yourself
At CANDDi, we are a team of individuals that have our own interests and methods of doing things. I enjoy listening to radio 6 whilst writing these blogs and jotting down thoughts by scrawling all over a notepad. Em, “Customer Support”, will listen to Viking Metal and cover her desk in post-it notes.
Finding The Right Fit
We acknowledge that if the team at CANDDi are so different, then this must be the case for our customers. There is nothing more off-putting than a sales approach from a robot. Potential customers can see through sales pitches and generic script. Get rid of the script and respond to the person on the other end of the line. Tailor approaches to each individual and their unique context. Keep conversations relevant and personal.
Please share with us examples of companies that do make it personal- we like to hear the positive experiences!
Who, what, when, now.