what not to do: top ways to scare off a prospect
TRANSCRIPT
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
Consult with SalesPondfor professional sales solutions & support
www.salespond.com