Since the internet enabled sales lead wants to control the buying process, it can be a challenge to get a marketing message to them in a way that captures their attention and leads to a sale. While marketing automation has proven to be effective, it can be a total waste of time if it is not done right.
You are Not Involved Early in the Buying Process
In our Sales Growth eBook Series we address tactics for sales growth with today’s internet enabled consumer. For most decision makers, there is a longer time between the decision to make a purchase in the future and the decision about what to purchase. When they are exploring the possibilities, they will reach out to those that offer information they can use. That is when you want to be in front of them.
You can use a lead nurturing system coupled with a database of prospects similar to your ideal client. Another method is to offer them an informative report, eBook or case study in exchange for their name and email address. Either way, you can reach them at the information gathering stage of the buying process.
Your web based CRM integrates the sales lead response with email automation to supply ongoing education that will build trust over time. People have always wanted to buy from those they know, like and trust. With marketing automation, email campaigns and informative content you have the power to build that trust while building your sales pipeline.
The Most Important Part of the Email FAILS
The most important part of any email campaign is the subject line. Writing is critical to your success in today’s information overloaded world. If you are trying to win new business or maintain important relationships, this fact is even truer. After all, emails are extremely easy to delete or ignore. Your best sales leads may be getting more than 100 emails a day. You want them to take one look at your subject line and decide that they want to know more.
The subject line is a hint, or teaser about what is contained in the email. Unlike a letter, the body of the content is not in full view. Your subject line must be seductive enough for the busy sales lead to open it.
You Tell the Reader About What You Offer Them
Like it or not, they do not care about your product or service. They don’t want to hear about the features or even the benefits of what you offer them. All they care about is how you can serve their needs. OUCH!
Self-serving or not, today’s buyer is becoming educated about what is available for their purchase. They take on the responsibility of getting the information they need to make an informed decision. From a relatively simple individual computer purchase to a multi-million dollar revamp of a company’s software – all buyers are likely to spend many hours researching a purchase. The only difference is that the larger corporate purchases may need education in several complex layers of management to arrive at the final decision.
As a provider, your job is to educate them and let them know they are at the center of everything your company offers. Marketing automation is the most effective way to provide the information customers want in a time-effective and complete manner. When the CRM software is integrated with email marketing capabilities, it makes providing what the client wants a seamless part of the sales process.
In a recent 6-part Sales Growth eBook Series we investigated how to effectively convey your marketing message with the right timing, the right content and the right focus. We hope that you are able to benefit.
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