A common strategy for many businesses is to use digital
marketing for lead generation. The main objective from these campaigns is to
maximize the revenue from a click, but companies overlook how content and
branding can play into initial and follow up conversations with new prospects.
The sales team is the first touch for many potential clients. When reached
through an online advertisement, the first touch is that much more critical.
The pairing of an efficient sales process and cohesive marketing strategy will
help maximize the effectiveness of the pitch, along with adding to ROI from the
lead.
If you’re having trouble converting inbound leads or just
want more ways to maximize the return on your marketing spend, here is some
insight on how to gain more from that click.
First: Get Organized
Success is in the details - Earning conversions from paid ads varies in difficulty and
can be a complex process.
You’ve got someone at your website and they want more
information. They have picked up their phone and start to dial…
- Does the overall company call tree hierarchy make sense?
- Who is responsible for receiving and routing the call?
- Is the person that answers the phone going to exceed expectations?
Do they have product knowledge?
Are they articulate?
Are they cheerful and collegial?
- Where are calls being abandoned?
- How many calls are going to voicemail?
Are the calls being returned promptly?
- What happens to calls on the weekend (or after hours)?
- Where do your website form submissions go (who’s inbox)?
- How long does it take for email submissions to be addressed?
- Do emails have an auto-reply?
These small details are extremely important when receiving
inbound inquiries from PPC campaigns or marketing materials. Managing your
leads can make or break your campaign and if it fails at the point of first
call or first email you may have wasted thousands of marketing dollars and
untold sales.
Organization of your sales team is an important
element to delivering an outstanding brand experience, while reducing frustration
and call abandonment (Hang-ups).
User Experience - It’s not just for the digital
world. Have a designated team for introductions to warm transfer the call to
sales, cut down on hold times, provide useful information during those waiting
times and avoid dead ends.
If it is necessary for the customer to leave a voicemail,
make sure there is an informative message requesting specific information opposed
to abrupt generic greeting.
"YOU'VE REACHED 555-555-5555! PLEASE LEAVE A MESSAGE AFTER THE TONE!" 
Automatic Lead Assignment - When a lead sends contact
information through your website, it is necessary to respond quickly before it
cools down. Don’t waste time, have your CRM system programmed to automatically
assign the lead to a sales representative. The sales associate will be able to
call ASAP and the manager can be cc’d on the form submission so that they can
oversee prompt response times.
Using a CRM with a friendly application
programming interface (API) allows your programming team (or Sherpa’s) to integrate
virtually any CRM system seamlessly with your website.
Don’t have a CRM? There are affordable consumer
relationship management tools that will work for nearly any business size of
10+ employees. Sherpa has helped recommend, setup and design various systems to
solve common challenges. Just
give us a call.
Required Call Logs - Communication is a huge
part of a successful sales team. Have your CRM system require that calls are logged
before continuing within the sales CRM. Notes from calls will allow
transparency into the true sales cycle of the product, and help inform
associates of pertinent information while collaborating or following up on cold
leads. This process also provides high level insight into the resources spent on
an individual prospect.
In addition, set up a call tracking and recording system to
provide coaching on calls. Is your sales team discouraged about “big brother”
listening in? Give them personal accounts and have them select five calls a
month that they would like personal coaching through.
Call tracking also gives your company the ability to
attribute paid efforts to calls at specific times of day and truly qualify leads
by listening to the interaction.
Second: Be Known As The Experts
When a lead is passed on to a sales associate, make sure
they are leaving the right impression. With any PPC (pay-per-click) or lead generating
campaign there is an opportunity to reinforce the intangibles.
It’s more than rapport - As much as it's the sales
team's job to build rapport, it is their job to be experts in every aspect of
the business and brand (Ex: Sherpa Account Managers are required to obtain
AdWords and Analytics certification’s from Google)
Conversing with an expert always makes for a great first
impression. Experts do not avoid tough questions; they know how to provide
an answer that sheds positive light on their product. Experts provide
situational examples with the benefit of their product’s features. The prospect
can read the specifications of the webpage; your team does not have to do that
for them.
Verbal brand standards - The statement “Yeah, you
guys JUST sell ____ right?” sends shivers down the spine of anyone in marketing
and sales. Makes you want to hit them back with the
infamous ‘Allow me to reintroduce myself!’ (Read in Jay-Z voice) line from Jay Z’s - Public Service Announcement.
All sales teams should have a “We are not” list.
A glossary of rebuttals to bring up during a conversation when a customer
overgeneralizes your product. These rebuttals solidify the perceived brand and
allow the sales member to respond with a unique selling proposition or pain point
question.
Ex.
“You guys do Social Media right? You’re a Social Media Company?”
“Yeah sure, we ‘Do
Social Media’ but we are not a social media company. However, what our
customers value most is our dynamic ideas, combined with our detailed monthly analytical
reports on how and why consumers are interacting with your brand in addition to
scheduling daily social media posts and 'dark social' analysis. How does your current content strategy
work?”
Benefits
over features - Focus on the prospect's emotions. If you can paint a picture of how the
customer will benefit from the product, they will be more willing to have a
conversation. Features focus on what make up the product, not why consumers should
opt for it.
Tell stories that highlight key benefits to help solidify the brand
image that the company has worked so hard to portray through advertising and
communications. This reinforces the expertise of the sales associate.
Qualifying questions and a quick Google or social media search will also allow
for tailored recommendations based on geographic location or information about
prospect (B2B).
Third: Utilize Online Content
Good
money is spent developing it, so why not show it off? Have your sales team walk
customers through the latest product demo video.
"65% of the population are visual learners"
This allows your team to utilize
marketing materials to tell more engaging stories. You can share your screen
with the customer and walk them through the latest PowerPoint presentation or new
website.
The Basics - If you don’t already have the following
marketing collateral, you should consider developing them: Email
Templates, Catalogues, Buyers Guides, White-papers, Product Specification Sheets.
Your sales team can make use of available content
for follow-ups, or even cold contacts. Leverage the materials to help
inform your prospects in different ways. This can be achieved easily by
directing them to explore a company content hub, blog, or even mailing them a
copy of your latest newsletter.
Live Video - Screen share with your customer or invite
them to watch a live training seminar. This allows them to get to know you a
bit better. The sky's the limit when it comes to engaging content. Did you just
upgrade your production facility? 3D map-it. Fly a drone over it (and in it). Have
your sales team give a virtual tour from across the country. Be creative. Imagine
a custom auto company that allowed you to tune in to see your car being built
from a unique link to their website.
Follow up efficiently - Can’t seem to keep the
customer on the phone? Send them an email with an infographic or instructional
video instead of that four paragraph snooze fest. Follow up with them once they
have watched the video. Attach more than FAQ’s or a spec sheet. Send them
to your website for a case study. It helps the prospect imagine themselves in a
similar situation along with increasing the traffic on the company domain.
From first touch to final sale, prospects are
looking for engaging interactions with experts. Set your team up for success by
making sure they have tools and processes to impress. Then sit back and watch
the results flow in with your new sales reporting dashboard.