Generating leads takes time, money, and determination. However, many companies find their conversion numbers fall flat when it comes time to close the sale. You can bring in as much traffic as you’d like but without the right sales funnel process and closing moments, you risk only having prospects and never fully-fledged customers.
Customer experience plays into how successful you might be at converting prospects into paying clients. Experts suggest that CX technology should hit $641 billion by the end of this year. So, anything you can do to improve interactions with prospects improves the chances they’ll buy from you.
So how can you take viable leads and turn them into loyal fans? You might find this shocking (or not), but it starts with a great website – which is Charley Grey’s specialty. Think of it this way, your website is your top employee, available 24/7, but if it’s not performing then it’s time to rethink things. Let’s take a look at a few ways we can help turn those prospects into buying customers.
What Is the Best Way to Prospect New Customers?
A big part of how successful you’ll be at turning prospects into buying customers relies on your recruiting model. If you don’t first seek the best prospects for your business, it’s far less likely they’ll ever buy.
For example, if you sell widgets to help new moms with newborns but you cast such a wide net that you pull in moms of teens, you’re wasting a ton of effort on people who have no need for what you sell.
Refine your audience and you can then start refining the buyer’s journey into something that turns prospects into customers.
- Write Attention-Grabbing Headlines
From the minute someone lands on your site, they gather clues that give them an overall impression of your company. The things that stand out at first glance include the headlines, images, and calls to action (CTAs).Make sure your headlines use action verbs. Keep them short and to the point. Summarize what the user will find under the section or on the page so they immediately move to the next element.
Source: Direct TV
DirectTV does an excellent job using sharp, staccato-like action verbs for their headline on their landing page. It reads “Beam It Stream It.” Beam and stream are both words that are very strong actions and they grab the reader. At the same time, they explain what the service does and why you have options for how to watch on their new entertainment system.Note how the headline uses a different typeface to grab attention and plugs in some color to grab the reader. This design instantly grabs eyeballs and directs them to where they need to go first.
- Know Your Funnel
Take time to create a funnel on paper showing the different stages your buyers go through, from awareness to decision stage. What do they need to know at each point in the journey to make a decision about whether or not to buy from you?By the time you get to the bottom of the funnel and the narrowest part, you should only have a couple of objections to overcome to make the sale. Asking the right qualifying questions at each stage will also help you narrow your funnel and turn prospects into customers.
- Teach Your Prospects
It’s hard for people who aren’t familiar with your industry to know how your business functions and why you might be the best choice to fill their needs. Fortunately, you can teach them through videos, libraries, webinars, and website content. The more your users know, the better they’ll feel when they finally become customers.
Source: Team Corporation
Team Corporation offers a technical library with application notes and whitepapers. The company sells vibration testing equipment and components. Understanding how everything works together and the ins and outs of each piece of equipment might help a prospect see where the brand excels over other options.One thing we really like about their technical library access pass is that they gather some contact information in exchange for access to the material. Company sales reps now have details to get in touch with prospects and can take things to the next level.
- Present Consistent Messaging
In today’s highly digital world, it’s common for companies to have ads on Facebook, radio ad spots, a website, and an e-newsletter. One crucial part of cross-platform marketing is ensuring you present the same message everywhere.For example, you don’t want to list on your website that you allow no returns and then put a note on Facebook that you have a 100% satisfaction guarantee. Criss-crossed messages send mixed signals and may create a scenario where prospects find you untrustworthy.Make sure all sales reps are trained on policies and aware of any changes the minute they happen. Your prospects need to know they can trust you before they commit to being a customer.
- Remarket Past Prospects
Don’t let leads fall through the cracks because they weren’t quite ready the first time you met with them. Keep a list of old prospects and revisit them occasionally. Reach out and ask if they are ready to take the next step. Offer free advice. Let them know about discounts and specials.Even if a past lead went with a competitor, they may no longer be happy with that service and feel unsure how to reach out. Taking the first steps gives you a chance to meet their needs without the customer feeling awkward.
Source: Evanaturals Facebook
Eva Naturals retargets people interested in a specific product in this advertisement. A search for Eva Naturals Retinol is what triggered this. The item wasn’t ordered, but later while scrolling Facebook, the ad for the product pops up to give the person a chance to reconsider and buy now.
This particular ad points to the benefits of the product. Other retargeting efforts might focus on offering free shipping, a first-time-buyer discount, or other products in the line.
Look for Openings
Customers are constantly flooded with messaging trying to get them to buy something, spend more money, order ongoing subscriptions, and otherwise spend their hard-earned dollars. One of the best things you can do to stand out from the competition is to show them you understand their pain points and you want to offer a solution that isn’t just another empty promise.
Keep trying different approaches until you find the one that works with your particular target audience. Over time, you’ll turn more of your prospects into customers, improving your conversion rate and retaining the customers you already have. To find out more about how Charley Grey can be your starting point with either a new website or a new lead funnel, contact us today at (317) 659-1982.
Photo by LinkedIn Sales Navigator from Pexels