Your Marketing Automation Plan – Part 3
So you’ve attracted a prospect and gotten a warm lead. You’ve developed a relationship through continual education and non threatening contact. Now what? Why hasn’t your prospect converted?
As mentioned in the previous first two parts of this plan; you have some leads you will just never convert (the tire kickers) and you need to know how to quickly recognize these and when it’s time to move on and focus on the leads you can convert. Remember this is your business and you can choose who you want to work with.
Then you have the now buyer who is ready to make a decision. This prospect needs the confidence that you are the person they want to deal with and you have the product or service that best fits their need at this point in time. You have come this far and now you have to find out what is holding them back and preventing them from making the decision to go with you. It could be that you have not provided them with all the information they are looking for and if you haven’t you need to find out what that is. If it’s the price, then you haven’t done a good enough job of showing them the value of what you are offering. If you’ve done your research and you’re competitive in your market, your product or service is worth every penny you are asking for it; now just give them the reasons why. Remember to show them why your products/services are unique versus your competitors. If you haven’t got a unique selling proposition then you must dig deep. There will always be something that is unique about your business versus your competitors. It could be something as simple as your hours of operation being more convenient or you provide one on one versus group training or your product has a unique characteristic. Maybe it’s your billing method they prefer. Then lastly there is you. Perhaps you haven’t developed the “relationship” you need to have made to give the person the confidence to purchase from you. Have you kept in contact with that prospect from the time they opted in for some information? Have you educated them in a non-threatening way? Have you positioned yourself as the expert in your market? Do they know who you are? Do you have an automated marketing system in place to consistently send information to your prospect to help you to develop this relationship?
Finally you have your buyer that may not be ready to buy just yet. Create a 365 day campaign that will continue to send this prospect information over the next year or until he/she takes the next step; either buys, or tells you to go away.
Once again, here is your opportunity to make use of your automated marketing machine. Use the tools that can do it all for you. A good lead management system and the tools to deliver each message (like email and voice broadcast) will help you.
For those prospects that are ready to buy, don’t make the fatal mistake of closing the deal and forgetting all about them. Put them into a campaign that touches them on every holiday and important occasion and keeps them informed at all times of what’s going on in your business. We call this a stay in touch campaign. This can consist of an occasional voice broadcast, an email, a personal phone touch or visit from you.
To learn more about lead management tools, CLICK HERE. Next month in Part 4 we’re going to talk about “Delivering”.