Managing your expectations is a crucial thing to do if you’re in the sales or marketing fields. Not because you’re seeing great insights and having people interested in what you’re offering does it mean that you’ll make a sale soon. In fact, until the deal is sealed and the product is delivered, it can’t be assumed that you’ve already made a sale.
How to Convert Leads into Paying Customers
Marketing leads, in particular, should not be considered a guaranteed sales. They definitely do not qualify as such even if they did respond to your efforts. Marketing qualified leads often need to be pushed a little further in order to be converted to a sales qualified lead.
But how can you do this? How can you make someone who signed up for your newsletter or downloaded some of your content become a full-fledged customer? Here are three secrets and one important must-do that will let you achieve your goals.
Do This First: Align Your Sales And Marketing Efforts
Before we discuss the secrets that will help you turn marketing leads into sales leads, let’s first discuss the one thing that you absolutely have to do if you want to get the results you’re gunning for: get your marketing and sales in sync.
One of the issues lots of businesses face is that their marketing efforts are not at all aligned with their sales efforts. Sales folks often claim that the leads they get from marketing are bad while marketing might fire back that sales are not doing enough to convert their leads. This can create a rift between two departments that should be working closely together.
According to studies, if your sales and marketing departments are working away from each other, resources are being wasted and it can cost your business a pretty penny. By making them work together, on the other hand, revenue will be higher and customers will increase.
This explains why several companies make them work side by side or as a singular team. Others make sure to improve their communication, at the very least. Such techniques work since they pretty much have the same goals: to make a sale.
No matter which method you intend to use, however, the most important thing is still to focus on the customer. Both your sales and marketing efforts should aim to create a unified and cohesive customer experience so you can get the results you want. They should enrich each other’s efforts and not clash or sabotage either party’s achievements.
Now that that’s established, we can now move forward to the secret tricks that will help you convert marketing leads to sales leads. Check them out below.
1. Create an aligned omnichannel outreach.
Omnichannel marketing refers to the act of using all kinds of channels to reach your target audience. This can involve calls, email, chat, SMS, and social media among many other platforms that you can use to get in touch with your market.
However, it’s not enough to just use these venues to get to your target customers. For a successful omnichannel marketing campaign, your efforts should be aligned, complementary, and consistent with each other. This way, your audience will not be confused with what you’re doing, and that they’ll feel more compelled to give you a shot.
Aligning your omnichannel outreach efforts is largely similar to aligning your marketing and sales efforts. You have to be on the same page when it comes to reaching out to your customer so they know that you’re the same people and that you are dedicated to helping them out.
2. Use multiple touchpoints.
It’s rare for customers to make a purchase on the first contact you have with them. It happens but it’s not a common occurrence. This is why you need to use multiple touchpoints to follow up with your potential customer to keep them engaged and so they won’t forget about your offerings.
According to studies, businesses typically need 8 touchpoints in order to make a sale. So make sure to use different channels to reach out to the folks who have entered your funnel to keep them interested and convince them to give your business a shot.
3. Combine inbound and outbound approaches effectively.
For the most part, leads that you have generated from your inbound efforts often get converted into sales so prioritizing them makes perfect sense. With the right techniques, they can turn from leads to customers. The process may not seem overly complicated but if you want to make the process simpler and possibly more effective, you might also want to consider outbound techniques on them.
Outbound techniques can help interested parties even more interested, especially if you provide them more curated information. So with ample strategizing, you can certainly use your outbound techniques in such ways.
With the right tricks, converting marketing leads to sales leads shouldn’t be too fussy. By mastering the techniques we have shared above, you can be sure to effectively switch up your game and achieve your desired results.