(Photo credit: Examiner)
Creating and managing momentum for leads (sales and/or consumers) is analogous to pushing a boulder to the top of a hill with a plateau. It requires great effort and patience, such as staying after work and possibly making time during weekends, all without the guarantee of immediate results—a fact that makes it all the more difficult.
In the sales, B2B or B2C, environment, the boulder represents lead sourcing or prospecting for consumers. The great reward for getting the boulder to the top of the hill is a cache of qualified leads. Those consumer prospects represent a certain amount of good activity (that amount is directly correlated to how much work one puts in) in the form of marketing efforts, site visits completed and most importantly, (dramatic pause) sales!
The question then becomes “Now, that I’m at the top of the hill, what next?”
There are two choices—let’s analyze the cause and effect.
1) Should you let the boulder roll down the hill because it is natural to take a break after all of the hard work that was put in to pushing the boulder there? After all, your prospective consumer numbers have spiked—they are yielding results and having the entire weekend to enjoy is an additional bonus! It actually begins to feel easy—why not let your marketing efforts go status quo?
As tempting as it may seem—don’t do it! You’ve spent a lot of time and effort building up your prospective consumer base.
Those prospects will dry out if you don’t continue to fine-tune your marketing efforts to keep them warm. Remember the old saying, “it’s easier to keep a client once you get them through the door, than to go out and get a new one”. This applies to prospective clients too. You’ve put in all the marketing efforts—paid search, social, and personal calls to get their attention. Now the goal is to keep their attention, and eventually drive them further down the conversion funnel.
2) Alternatively, now that you are at the top of the hill, the choice to make is to keep pushing the boulder, but this time across the ground levelly, rather than letting it slide away. It may take a little hard work and creativity, but the work will pay off. This is when you need to rethink how to engage the lead base you’ve built. To do this, you need to ask yourself, “What information can I provide that will be valuable to my prospects?”
Turning a prospect into a paying consumer requires finesse and eloquence. If you just think “sell, sell, sell” you won’t get far. You need to constantly be thinking “How can I provide value to my consumer by demonstrating the solutions we provide?” This can be the immense difference in pushing that boulder to the next level.
As you can see, the obviously choice in the end, is that pushing the boulder is the only choice to generating more prospective consumers and converting them to clients—so keep on pushing.
The end game to this success is a satisfied consumer and your feeling of accomplishment, which in turn elevates the status of your company and affinity for your products and/or services, and ultimately, more money, is made.
Another great way to create new leads is by Creating Effective Landing Page, lean how to create a compelling and adaptive landing page here!
Written by: Philip Rubinovich, Sales Executive, NTENT
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