Converting prospects into leads is an important process for any business. The company I work for focuses heavily on lead generating. In an industry where we sell such a specialized product, and with more than 45% of our prospective consumers not using social media for work or personal use, we have learned to become creative with gathering prospects. We have to be creative with our marketing strategies right from the beginning.
Here are a few tips that we have learned:
Use a soft sell approach: the most affective approach that we have learned from our prospects is providing them with non-sales information, ie white papers and more informative pieces rather than promotions and sales pitches, as a way to intrigue them and get them interested in who we are and what we sell. Even if we are unable to convert our prospects into leads, we have helped our business secure brand recognition within those prospects in hopes they will think of us in the near future.
Put their needs before your sales goals: the most affective approach is to use the Hero Strategy; showcase a problem that your prospect is likely to incur, then show them a solution using your product. Our industry is all solution-based sales; we provide products to help make business easier for our customers.
Offer a solid guarantee: It is important to guarantee your offering as a means of securing a level of trust with your prospective consumers, making them feel safe purchasing your product or service. The company I work for is the only company in our industry to offer a fixed fee money back guarantee, which is big in our industry.
Spend more time showing benefits than features: You would be surprised to learn the amount of consumers who are no longer impressed with the different bells and whistles that your product has to offer. Chances are, they have heard this all before. Prospective consumers just want to know the value they well receive from purchasing your product or service. Remember; they are in the pre-purchase phase because they have a need or a problem that needs attention.
If no sale is made, make note of why: Were you able to provide a solution for the prospects needs If not, why?