Surprising Sales Techniques…All About Responsiveness

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Effective sales techniques have long been the subject of discussion. Cold calling, door knocking, email marketing, direct mailing – there are a myriad different ways to get customers’ attention… but how do you convert them to a sale?

While the debate rages on about the most effective sales process and medium, some enlightening statistics have emerged:

  1. 30-50% of sales go to the vendor that responds first.
  2. 80% of sales require 5 follow up calls after a meeting…44% of sales personnel give up after 1 follow up.
  3. If you follow up on online or phone leads within 5 minutes, the likelihood of conversion is 900% more.

So while we may spend our time strategising and agonising over the best ways and means to reach our target market, it seems that what customers want is attention. Like a jealous girlfriend they want us to prioritise them, respond to them immediately, take one overture as a sign for renewed contact. Customers want to feel like we value them enough to keep pursuing them (in a non-stalker way of course!). But its more than that – it’s about how responsive we are to our customers and prospects, and how timely our responses are.

The digital age and the advent of smart phones, has only amplified what has always been around – people look for responsiveness. We knew of a client who would step out of meetings to take or make calls to prospects, so that he could speak to them within 5 minutes of them sending a query. His sales were off the planet from this single factor alone.

Why then, when we go into sales teams, do we find fresh enquiries put into the in-tray, while we decide to work on admin functions.

Let these facts about responding to customers provide the basis for all future engagement with prospective customers. So the next time you hear a *ping* or a *zzzt zzzt*, no matter where you are, stop and respond. Give yourself every chance to make that sale.

If our Sales Directors can assist in any way, we’d love to help. Give us a call and see how responsive we are!

PH: 1300 384 7331

Written by Rebecca Laskary

You’ve Got Mail

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For those of us who can’t face the prospect of cold-calling, thank heavens for email! Campaigns can be prepared in advance by a marketing genius and sent out via an automated process. It’s a quick, easy, cost-effective and measurable way to market your products and services. It’s often the most popular means of marketing for generating sales as it involves the path of least resistance and is relatively unobtrusive for the consumer – we assume that they will simply delete any unwelcome emails or opt out.. while leaving us with an electronic trail of what actions they are taking. A win-win situation.

If you do decide to go down the route of EDM (electronic direct mail) then there are some things to bear in mind, even if you set up automated process for dissemination.

· The best time to email prospects is either 8am in the morning or 3pm in the afternoon.

· Thursday is the best day of the week to send out sales emails, followed by Wednesday.

· Email is almost 40 times more effective for new customer acquisition than Facebook or Twitter.

And while disseminating information at optimal times is extremely important and can enhance the likelihood of success, the content of the email is what will ultimately determine whether there is a conversion to sale. A smooth and easily transitioned sales process will facilitate click throughs and purchase, but the power-balance of the transaction lies in the content and how compelling it is.

Content needs to be:

· Enticing – containing compelling reasons for why the consumer would want to purchase your products/services.

· WIIFM – articulate the benefits to the consumer from their point of view. Don’t sell – offer them a solution to a problem they currently have.

· Factual – highlight the key features of your product/service.

· Special offer – offer an incentive for an immediate purchase and it will quadruple your chance of securing a sale.

· Attractively presented – appearance is everything and is especially true for sales emails. Make yours stand out by having it professionally designed to get attention.

· Monitor and measure – one of the key benefits to an e-campaign is that every click can be monitored and analysed. Always give consumers what they want – and a digital footprint will tell you what interests your recipient.

Here’s one last thing to think about; emailing with a follow up call, can increase a response by 8x, as long as the email is well constructed and relevant.

If you require assistance with your marketing content then one of our Marketing Directors can assist, or for a fully automated sales process and campaign call our Sales Director Centre.

Written by Rebecca Laskary