Lead Optimize Outsourced Marketing

Increasing Traffic Volume is Not the Answer to Sales Lead Woes

If you can increase your lead generation rate from 5% of traffic to 15% of traffic now then all future increases in traffic volume will be more valuable.

Traditional wisdom says that to get more business, you need more traffic. The logic is sound enough and basically true but is based purely on numbers - only accounting for quantity (number of site visits and/or page views) with no no thoughts given to how visitors are treated once they arrive. Having more people come to your site does not necessarily mean you will receive more qualified sales leads.

Do Not Depend on Traffic Alone

Simply getting more people to visit your site should not be your goal. Change the way you think about your site and change your focus. Just for a while, do this:

STOP Asking: “How do I get more people to visit my site?”

START Asking: “How do I sell to more of my current visitors?”

Many sites are excellent at generating traffic but have low lead generation rates and low conversion rates. You cannot just get them in the door, then leave them there.

Once the potential customer is on your site, your work has only just begun. You must create a site that is void of unnecessary content and is focused on a clear message. Then, you must tactfully, graciously, and effectively guide them through your purchasing process. If you do not, they will leave without making a purchase or bookmarking your site for later visits.

Get More Sales Leads from Current Traffic

1. Use Accurate Keywords
   

When designing site menus and writing page content, use keywords that accurately describe your products to your customers. In a small way, what I am saying here is, “don’t try to be everything to everybody.” Define your customers first and write for them. That is, speak to the people you want to buy and they will. Use keywords that describe precisely what they want because those are the keywords that keep their attention on the page and start them thinking, “this place has what I am looking for.” Not only will the correct keywords increase qualified leads but they will often decrease unqualified leads. Using accurate keywords and keywords phrases is beneficial to your SEO efforts as well.

2. Give Value - Lots of Value
   

Give your visitors (potential customers) an attractive, well-designed site that is intuitive and full of unique content. Not only will this get people to link to your site and recommend it but they will bookmark it and think of it as a resource - and you will become the expert and the source. People like buying from experts. Think pdf’s, white pages, images, unique articles, videos, etc.

3. Show ‘Em Fast

Within several seconds of entering your site, your visitors should know exactly what you do, who you are, and how to buy. Much longer than that, and you have lost them. This one requires attention to details and feedback - listen carefully and drop your ego. You will understand what I mean by that statement only after you design and site you think is great only to hear people say, “I don’t understand how to…”

4. Give Contact Opportunities
   

Do not reinvent the sales process. Give multiple contact opportunities on every page with clear calls to action so interested leads know how to become customers.

It’s About What You Give To Those You Receive

Capturing a qualified lead takes a proactive approach on your part. You cannot expect the efforts you have made to increase traffic to carry you through till the end of the sales process. On top of getting visitors to the site, you need to show them want they want and tell them how to get it.

Increasing traffic volume is important and almost always desirable but you will benefit in the long term from emphasizing the importance of your lead generation rate. Again, increase your lead generation rate now so each incremental increase in traffic volume will be more valuable.

Why are many of your qualified sales leads not converting into sales?

Why Leads Do Not Turn Into Customers

Perhaps you are trying to convert the person on the other end of the phone into a customer. Or maybe you run an online business and are trying to turn your browsers into buyers. No matter where your business is conducted – online or offline – the following six points might be some of the hidden reasons why you are not selling as much as you can.

1. You did not ask for the sale

Many sites do not ask for the sale regularly throughout the sales process. People (site visitors) should not have to dig around your site to find out how to buy. Salespeople should understand this concept.  I personally do not like direct methods of asking for the sale (e.g., “Are you ready to sign up?”) and prefer more subtle methods - guiding methods - with suggestions such as, “I only need a credit card to get your order into production.”

2. The leads feel like they are being sold

Many customers turn off as soon as they sense a sales pitch so focus on what you can do to solve each customer’s problem. It sounds “canned” but helping people get what they want is truly, as Zig Ziglar put it, the way to get what you want. Sell benefits over features don’t be afraid to give your company’s qualifications and experience and provide examples of your services or product in action. This is especially true online. 

3. Working with you (or your salespeople or systems or whatever) is too difficult

For offline sales, you need to salespeople and systems that are ready to serve. Knowledgeable salespeople backed by systems and support that help them answer customer concerns, solve customers’ problems, and generally break down barriers are musts to maximize your conversions from leads to customers.

Along the same vein, your e-commerce site needs to lead visitors through the decision and buying process and right through the payment process. If your site does not accept payments online but is meant for generating sales leads, design it to support your salespeople and customers with information that will guide them through the buying process.

Map your online and offline sales processes – and run them by a third party for unbiased feedback. Cut fluff and add features that help make it easier for the potential customer to do business with you. 

4. Your inquiry response time stinks

You need to contact your sales leads as soon as possible (really - ASAP) after receiving an inquiry. The longer they wait to hear from you, the more likely they are to go elsewhere. I cannot stress this enough.  It difficult to reply to customers immediately but there are automated systems that will help you and you should take advantage of them. If nothing else, check your email often (without becoming a slave to it) and respond by phone or email to inquiries as soon as you get them.  You will be amazed at how much sales leads appreciate an exceptionally fast response. Sales leads show appreciate with money.

5. You have not convinced your lead that they need your product or service

That is, you may not have not showed them a solution to their problem. When you contact a lead, customize your response to show them how your business will meet their needs. Clear away the stuff that will not pertain to them and just give them what they need. Keep it short and succinct. If there is not enough information to do this, ask what you need to ask to find out how to help them best. Never be afraid to ask questions. that will help your clients.

6. The lead has a question that has not been answered

Some sales leads have hesitation(s) they may not not be able to put into words.  An example of such a hesitation might be based on a customer’s lack of industry-specific knowledge and his hesitance to display his weaknesses at the bargaining table. These unmentionable questions are tough to learn but through diligent questioning and your dedication to creating solutions for customers you will learn over time what these questions are so listen carefully and respond to them.  Provide information on your website to alleviate concerns as you uncover them and make sure your salespeople are aware of customer concerns and have the knowledge, training, and tools they need to respond to them.

If you have any questions about the above or would like to discuss your lead conversion rates email me at chris@leadoptimize.com.

Hello, Mr. Denny. How is Your Personalized Customer Service?

Have you ever bought something from a salesperson that not only remembered your name, but where you went to college, and that you are an avid hockey fan? This type of personalized customer service feels great and, if handled properly, will drive the repeat business you crave.

Existing Customers Getting More Attention

Personalized customer service occurs in all size companies across all industries. Many companies are now placing more emphasis on establishing a solid relationship with existing customers, rather than trying to get new ones.

Technology and Your Personalized Relationship with Customers

The internet has revolutionized the business/customer relationship. Businesses that are online are capable of providing excellent personalized customer service and building positive customer relationships through regular online communication and immediate responses to customer inquiries.  Salespeople can give regular updates on products that might be of interest to the customer based on their preferences. In addition to generating new business, company websites can also be used to update and inform customers on a regular basis and individual online accounts with passwords allow for personalized content.

Businesses can use technology to store customer preference information in electronic files for future reference and they can find new information through careful online research. Accessing detailed customer information is easy and valuable to companies wanting to build personalized customer relationships. Next to the old fashioned style of sales, which is every bit as important as it has always been, technology is the best means to “know your customers” in detail.

Who is a “Good” Customer?

Philip Harper has written an article called “How to Delight Your Customers: Get Personal”. In his explanation of how to delight your customers, he stresses the importance of identifying the “good” customers.

What makes a customer a “good” customer? Someone who loyally purchases from your company, and understands the benefits associated with your product or service. You do not want to pour expensive resources into disloyal customers that only buy your product when it is on sale, usually buy from your competitors, and when they do buy, consistently complain.

After you know who your good customers are, nurture their loyalty by giving them personalized customer service and paying attention to their requests. Customers appreciate one-on-one service that is not too in-your-face and makes them feel more like they have a friend within the company or “know a guy.”

Optimize Personalized Customer Service

What should a salesperson do to optimize his personalized service efforts?

1.      Maintain a file of customer activity including detailed transaction history, a record of customer contact points, and customer responses to marketing initiatives.

2.      Decide which customers to target based on the analysis of customer activity files.

3.      Use customer targeting tools and zero in on personalized direct marketing by finding ways to start conversations with customers.

4.      Build a personal relationship with customers and develop and maintained them through personal service and initiatives such as loyalty programs, rewards programs, and reactive or proactive customer service programs.

5.      Pay attention to privacy (always important online and off line).

6.      Measure outcomes to test effectiveness. Use profit margins and market share and other such as conversion rates, retention/churn rates, same customer share rates, and customer acquisition costs.

Personalized Purchases

Caring enough about your customers to remember the little details about them will begin to build a relationship. People often have a sense of obligation in a relationship and this business/customer relationship is no different. Be genuine and truly look out for your customers and they will return the favor by personalizing their purchases.