Keep prospects alive till they are ready to buy

Here’s something you will recognise… You’ve just finished a successful trade show. You have some great contacts to follow up and everyone is delighted.

The marketing department are pleased with the results and the sales team immediately begin following up to close the hot prospects – about 10% of all of the contacts. The remaining 90% never receive another contact by phone or email!

Why?

Because neither the marketing or sales staff have the time or energy to follow up and weed out the 50% of “non-qualified” contacts and to nurture the remaining 40% that would eventually become future hot prospects.

This failure to remain in contact with these potential clients could result in a tremendous loss of sales. It’s only a matter of time before these 40% of would be clients buy from your competition. Thankfully your company is blisfully unaware of these lost sales. If it were you can imagine the discussion:

Marketing: “Sales are lazy – we work our butts off to produce great leads and you don’t follow them up.”

Sales: “Marketing produce time wasting weak leads. No one has budget or is ready to buy. We may as well just phone from yellow pages!”

I parody slightly 🙂

But.. the real loser is your company that has spent out for an expensive trade show for only 10% of the contacts to be sold to. When a further 40% of contacts could have become customers too.

The challenge is to identify and keep in touch with these 40% of contacts, feeding them relevant information and keeping your name in their mind so that when they come to buy, you are their natural choice.

This is not a role that either marketing or sales traditionally do. But this is exactly what the Nett Sales process does for you: It takes leads that are generally neglected and carefully, patiently, methodically and automatically nurtures them until they are ready to become buying clients. Building a relationship of trust until the lead is ready to become a dependable buying client.

Marketing and Sales departments really don’t have time to spend months upon months communicating with leads that aren’t yet ready to buy. But Nett Sales does. When the client is ready to buy, Nett Sales turns the lead over to your sales staff to close the sale.

This is not to be confused with some mass email marketing blast. Each lead will receive a personal campaign based on their individual needs and proximity to a purchase of goods and services.

The other 80%

Here’s something you will recognise… You’ve just finished a successful trade show. You have some great contacts to follow up and everyone is delighted.

The marketing department are pleased with the results and the sales team immediately begin following up to close the hot prospects – about 20% of all of the contacts.  The remaining 80% never receive another contact by phone or email!

Why?

Because neither the marketing or sales staff have the time or energy to follow up and weed out the 50% of “non-qualified” contacts and to nurture the remaining 40% that would eventually become future hot prospects.

This failure to remain in contact with these potential clients could result in a tremendous loss of sales. It’s only a matter of time before these 40% of would be clients buy from your competition.
Thankfully your company is blisfully unaware of these lost sales.  If it were you can imagine the discussion:

Marketing: “Sales are lazy – we work our butts off to produce great leads and you don’t follow them up.”

Sales: “Marketing produce time wasting weak leads.  No one has budget or is ready to buy.  We may as well just phone from yellow pages!”

I parody slightly 🙂

But.. the real loser is your company that has spent out for an expensive trade show for only 20% of the contacts to be sold to. When a further 40% of contacts could have become customers too.

The challenge is to identify and keep in touch with these 40% of contacts, feeding them relevant information and keeping your name in their mind so that when they come to buy, you are their natural choice.

This is not a role that either marketing or sales traditionally do.  But this is exactly what the Nett Sales process does for you: It takes leads that are generally neglected and carefully, patiently, methodically and automatically nurtures them until they are ready to become buying clients.  Building a relationship of trust until the lead is ready to become a dependable buying client.

Marketing and Sales departments really don’t have time to spend months upon months communicating with leads that aren’t yet ready to buy. But Nett Sales does. When the client is ready to buy, Nett Sales turns the lead over to your sales staff to close the sale.

This is not to be confused with some mass email marketing blast. Each lead will receive a personal campaign based on their individual needs and proximity to a purchase of goods and services.

Beware the perils of mailmerge!

We’ve just received a very well written and nicely laid out email from London Launch promoting their trade exhibition in London.  Here is the email they sent out:

Email from LondonLaunch

but for the mailmerge that has gone wrong!  Sadly LondonLaunch’s attempt to personalise on the senders company name has given them the lovely line of  “All of London’s best venues and suppliers will be there – will Londonlaunch?”. Oh dear!

It’s easy to see they have merged their own company name in place of the recipient’s.  So, beware mailmerge and get someone else to read your marketing emails before they get sent out!

Have a great weekend…

Mind the gap… between sales and marketing

There is a disconnect between sales and marketing. Different discussion groups are debating this now. However the fact remains that marketing is about generating interest in a product or service and sales is about turning a lead into a sale.

Marketing happily pass interested contacts to sales. Sales then call them and find “most of them aren’t ready to buy now“.

So, there is a gap to bridge. That is to take expressions of interest and move them AT THEIR PACE towards qualified leads that sales can deal with.

But how?

Here is our take…

We mainly use email marketing for our clients to identify contacts interested in their products or services. But this is only transitory interest, not a desire to buy.

So, the next stage is for us to call all those contacts that have shown they have a level of interest. They demonstrate their interest by following certain links in our emails, or by email open / click patterns over a period of time.

The phone call is not a sales call, rather a “customer service” call with the intention of discussing the issue in question with the contact and qualifying their interest.

This extra step means that only qualified contacts with a defined need get passed to sales and the “interested but not yet” get regular contact without feeling sold to or being qualified out.

We’ve found that adding this extra step into the handover process helps everyone… and even starts to close the gap between sales and marketing.