Converting to Sales Using the Second Most Critical Component in Your Business

Converting to Sales Using the Second Most Critical Component in Your Business

The most critical thing in any business is to generate leads. It's truly the lifeblood. But there's a second critical component that many businesses still don't persist well enough with. And that is to master the follow up with your prospects.

Many business owners will spend a lot of time and money on marketing and advertising to generate visitors and leads, maybe getting a few sales, but then they fail to recognise the value in the follow up. Or they may just follow up once or a few times.

Follow up is probably the second most critical part of being successful in business.

It's a vital component of converting leads into sales, turning prospects into buyers.

Generally, marketing studies show that people need to be exposed to an offer an average of seven times before they buy. Now this will vary from business to business, but for a typical business selling a mid price product or service, you might need around seven follow up encounters before you get the sale.

Even if someone is pre-disposed to your product, business or service, a contact from you at any one time could just be the wrong time or catch them in the wrong mood. People may search for something or make an enquiry, but then not follow through since for them it's probably not a priority.

Having seen how numerous businesses operate, I can tell you that most give up after the second contact. Yet, it's absolutely vital that you follow and keep following up.

Of course, these days with email and the internet, it's never been easier to do this.

So you don't have to phone everyone 7 or more times, you can contact them in lots of different ways and present your offer several times in multiple media.

If you step into the shoes of your customers you will understand that buying is more of a process, a journey, rather that an impulse decision. Not always, but mostly.

Think of your own buying strategies. You first browse around in a shop or online. You may not even be looking for a particular thing, you just happen on something, make an inquiry and hey presto, you get some steely salesperson jump on you or call you up and you feel harassed.

Happens to me all the time! You were just browsing, right?

It's only after that stage, you actively begin to research what you want. You read reviews, and probably have a bunch of questions you can't quite find answers to, even online.

And this is a key stage in the buying process.

The savvy marketer or sales person can start to develop the relationship with the potential customer. It's turns more into permission marketing, getting the prospect to call you, contact you to ask for more information, or get a questions answered.

People buy people more than anything especially if you give good services and good knowledge and value. Who are they most likely to buy from, the guy that called up with a sales pitch or the person who asked how they can most help and sent useful emails with additional tips on what you are interested in.

Have you noticed that great sales people don't really sell?

People who convert prospects into sales really well are often successful just by being really helpful. That's because instead of focusing on selling - their sole focus is meeting our needs, helping us out. Much of this can be accomplished by asking questions.

Next, armed with your newfound knowledge, you start to shop around. You compare prices. Or often you just go back to the place that gave you the best service. Finally, maybe, you take a decision what and when to buy, then and only then will you pull out your credit card and make that purchase.

Understanding the psychology and this buying process is like being able to sprinkle magic dust.

It means you don't have to contact someone 7 times or 40 times, you get involved at a personal level only at key points in the buyer's decision-making process.

Automate some of the rest of the follow up. This way, you spend your valuable resource (your time) on the most qualified people who are already pre-disposed to your product, service or your business or you personally.

To hear more about the exact system I personally use to convert 35% of my leads to sales, check out the information in the resource box below and follow the link you find in there.

In summary,

-- You will excel in business by staying in touch and following up with your prospects.

-- Focus on interacting personally with buyers not browsers.

-- Offer valuable information and support at each contact stage not a sales pitch.

-- Balance personal contact with automation when following up with leads, such as:

1. Email

2. Call

3. Newsletter/Email

4. Info/Instructional video (post or email)

5. Direct Mail

6. Call

7. Email follow up series.

By following these principles, you will see the results and how to get more leads converting into sales. When you know how to increase conversion rates, you need less leads or can pay more for generating leads!

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