You know, there are always going to be a fair number of people kicking the tires on your website, right? Not everybody who visits your website closes and becomes a lead. It is just a fact. So what is the best way to improve the amount of time spent with quality prospects?
We all know that our time is critical and one way to make the best use of that precious time is by prioritizing our sales calls. Simply by asking a caller some important qualifying questions will quickly establish whether the caller is worth prioritizing at that point or whether they are not yet ready to buy.
A Little Education and Information
You can tell right away if they’re just in the very preliminary stages, they’re doing a little bit of research and they’re not really sure. That’s an ideal client for an e-series, where perhaps each instalment directs them to a YouTube video that educates them. That person who is in the very preliminary stages and just trying to gain information, simply wants educating. They’re looking for information, but not yet asking the “buying” questions.
A significant chunk of that educating can be done automatically over a period of time with various technology – auto responders, video, emails, and white paper reports – all without draining resources or requiring a sales team to commit their time. That’s called cultivating.
Cultivating leads is much like cultivating a garden or crops in a field. Harvest time happens when the crops are ready, so the farmer doesn’t want to be sitting on the combine constantly was driving around the field watching the crops grow. He’d waste a lot of gas and the overuse of the combine would probably cause it to require more repairs. Not only that, he would waste a great deal of time, probably become overzealous due to the lack of action and might even start picking before the crop is ready.
An Automated Harvest
So, you’ve got to know what phase your customers are in and be able to use questions to identify that phase. This can be done in an automated process which will help separate which relationships are ready for harvest and which ones still need to be cultivated, grown, watered, fertilized, provided with that information, given those videos and brought along.
When systems cultivate and educate your prospects on a completely automated basis, it will no longer be a drain on your sales resources. Perhaps even your sales people can be the ones recording the videos or creating the presentations that educate the audience. Then somebody can get back to them periodically and ask if they have seen the video or videos. There are ways that you can check into the system to see who has seen the videos, as an indicator of their level of interest.
Patience will always pay off. Make sure you take the time to cultivate the crops and be sure they are ready before harvesting.
Jason is a Web Marketing consultant and the CEO and founder of Digital Harvest, a Tampa-based marketing firm that helps companies increase their online exposure and generate more business.