what not to do: top ways to scare off a prospect

WHAT NOT TO DO:Top Ways to Scare Off a Prospect

Repeating the SELL SELL SELL message when prospects are in the research stage of the buying cycle will switch customers off or worse turn them away. In the modern purchase environment, buyers will research products and services themselves and engage a sales rep when THEY are ready.

SALES NEEDINESS

At any given time, only3% of your market is actively buying

56% are not ready40% are poised to begin

SOURCE: Vorsight

66–90% of thebuyer’s journey is complete beforehe even reaches out toa sales person

SOURCE: Marketo, Lean Content Marketing Report

Prospects are busy, especially the good ones! They have many competitors vying for their attention and trying to woo them. Keep your messaging short and concise, to cut through the noise and get the attention of potential new clients. Keep on topic, with relevant and engaging content to get their attention. If a prospect is not ready to buy then enter them into the correct nurturing channel to guide them through the sales cycle.

LONG CONVERSATIONS

Harvard Business Review. “To keep your customers, keep it simple, May 2012

The best tool for measuringconsumer-engagement efforts is the

“Decision Simplicity Index,”a gauge of how easy it is for consumers to

gather and understand (or navigate) information about a brand,

how much they can trust the information they find, and how readily they

can weigh their options

Sales ignore a much as 80% of marketing leads

When sales & marketing work well together, businesses are 67% better at closing deals

SOURCE: Marketo & Reachforce

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Know your target market. Make sure you are delivering the right message to the right audience at the right time in the buying process; continuously failing to engage could be devastating with potential customers opting out from communications. You need to continuously come up with creative ways to engage your audience and deliver value.

BEING BORING

Much of the world of attribution is focused onrules-based, machine-learning & statistical models.

Brands also need to think about harnessing their attribution efforts to help

+Source: Marketingprofs.com, What Marketing Attribution Looks Like in a Cross-Channel World, Dec 2015.

customers

SDRs are the first point ofverbal interaction witha customer

They mold the customer’s introduction and perception of the company

SOURCE: Bizible, “4 Marketing Strategies that turned Act-on Into One of the Top 5 Fastest Growing Marketing Companies”, Dec 2015

The internet is a busy place and prospects are not going to hang around if you are not giving them what they want. There is a multitude of information, products and solutions out there and prospects are researching many sources and therefore popping up on your competitor’s radars. If you don’t react fast and qualify leads in a timely manner, you can guarantee your competitors eventually will.

SLOW RESPONSE TIMES

Companies that increased theirstrategic speed improved their

top and bottom lines,averaging

over a three-year periodSOURCE: Harvard and Economist Intelligence Unit study, “How to Harness The Value of Strategic Speed With Alignment & Analytics”, June 2015

40% 52%highersales

higheroperatingprofits

If marketing hits its goals,but sales isn’t hitting theirs,

then the companyas a whole is lacking

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SOURCE: Bizible, “4 Marketing Strategies that turned Act-on Into One of the Top 5 Fastest Growing Marketing Companies”, Dec 2015

Intelligent data provides the insight necessary to devlop the best possible outcomes. Define your sales campaign goals from the outset and don’t lose sight of what it is you are trying to achieve. Develop metrics to gage and analyse your goals and refer back to these throughout the campaign.

LOSING FOCUS

Data-driven marketing is on the rise

And no wonder - marketers would be 6X as likely to report higher profits if

they use data-driven strategies

SOURCE: “Three ways it pays for marketers to be more data driven, Doug Campeljohn, Aug 2015

Data integrity is just as important as lead generation, especially if you want teams to successfully

work the leads you generate

SOURCE: MarketingProfs, “Six Huge Lead-generation Pitfalls That Are Hurting Your Business”, Dec 2015

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