No matter what industry your business is operating in, and how well your current performance is, there are always tweaks which you can make to your system to enhance certain stages of the sales and marketing process and increase conversion % at each part to contribute to an overall larger sales increase.
Breaking down your sales and marketing funnel and analyzing the details throughout, you will highlight small areas which you can change, improve or even consider removing. Further to this is the emotional approach as a business, treating prospects as someone you want to help rather than trying to sell to.
That way you transition the whole communication journey into a relationship and build the trust which is required for sustainable sales growth. Here are some tactical secrets to ensure you follow and build around which will align sales and marketing as a compact unit.
The first impression is key
You will never have a second chance to make a good first impression. Therefore, from the beginning and first exact point of contact – this could be through email, cold calling outreach, content marketing, lead generation tools or social media form – focus on satisfying the customer’s wishes and do not concentrate only on submitting an offer or harassing them about deals.
If your start is weak, the end will be the same, if you do get to the end. Take advantage of the first meeting so that your consumers are convinced – through a good presence, personality and vibe – that you are their best option and, of course, that they are also important to you. Otherwise, later you will have to work hard to change a bad first impression. It also gives your competition a ball in their court to offer better service than you and take the moral high-ground if brought into consideration. Do not leave this to chance and guarantee that you will not be beaten and lose a potential deal at the first hurdle for the sake of kindness and warming approach.
Draw a plan to win customers
Planning the actions you will perform will give you great advantages to offer a service of excellence. Create a general plan before dealing with new customers and a special one for your main accounts. Profile each of your prospects based on general data and specific needs you observe. The purpose is to develop specific actions aimed at filling these gaps. Remember that the plan is only a starting point that must be adapted according to the case, because each client is different.
Spend as much time as you deem necessary understanding the stumbling points of your sales and marketing funnel, from the viewpoint of all prospects you deal with and plan to answer every objection possible. Literally, even the ones you can’t give a clear solution for, find a template you can use to leverage the situation from another way of looking at it. If you plan for everything, even when you can’t deliver, if your answer is logical and instinctive, you can’t lose. You keep the deal alive and spin the context. Instilling a confidence in your company and brand means if their circumstances change, and they will be motivated for them to do so, the lead becomes fully-qualified and back in the pot.
Listen first and anticipate
Once you’ve charted a plan, the second step is called “anticipate.” How to do it? It allows the client to explain in detail what they want. Sometimes, words are not a sufficient resource to express what we really feel, so it also takes into account facial expressions and gestures. When it is your turn to speak, use all the information you got to present the characteristics of your product or service as the exact solution to the demands made. Conclusion: Anticipate and go further.
Study your market
Invest time to be an expert knowledgeable about your market. Attend trade shows and events that your consumers consider important. There you can live closely with them. Another option is to keep up to date on market trends through specialized publications and by getting involved and participating in chambers and trade associations.
If you asked yourself and your staff, who is our ideal customer, how many could respond with pure confidence and breakdown the factors from budget, age, industry, location and company size.
Maybe some could have a go and generalize quite well, but ultimately your target market and specific customer profiles should be your everything. Study, contact them, follow them on social media, message them, engage with them, ask them questions and get into their shoes and headspace. That’s how you are going to drill it home that we need to give these guys value – as they offer us the most value. Stop wasting time throwing stuff against the wall and hoping something sticks.
How to start with the right foot?
The secret is to ask the right questions at the beginning and end of the conversation you have with a client. Thank you for the time you have given and then ask: “Just out of curiosity, why did you accept this appointment?” Most will tell you about their experiences with different products and companies. You just concentrate on listening. This fact will show that, on the one hand, you have an interest, while you will obtain valuable information and the communication channel will be open for when it is your opportunity to present your proposals.
Ask the right questions
A common mistake is to question customers incisively. For example: What goals would you like to achieve in your company? Even if you receive an answer, it may not be entirely true. Another mistake is asking: are you satisfied with the sales of your business? The answer will be “yes” or “no”, ending with the conversation. Instead, consider this position.