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TRANSFORMING LUKEWARM LEADS INTO LOYAL CUSTOMERS


By Joe Harrison

One difficult aspect of sales is transitioning prospects from leads to loyal customers. While there is no magic solution to the problem of converting prospects, marketing expert Carla Johnson offers a uniquely fresh approach. In the Allegra Marketing Print Mail webinar “Chemical Attraction: Transform Lukewarm Leads into Loyal Customers,” she shares the four distinct methods for improving the customer conversion process.

1. SHORTENING THE SALES CYCLE

The key to navigating the sales cycle is understanding that the cycle differs by company, industry, market and product. There isn’t a “one size fits all” map to closing a sale and this is where businesses tend to run into problems. They insist on trying to conform to the following basic steps in the sales process.

  • Prospecting
  • Contacting
  • Approaching
  • Presenting
  • Handling objections
  • Closing

    Having a structured set of steps for navigation the sales cycle is important, but it is more important to adopt a sales process that is customized to your target market. The key reasoning behind a shorter sales cycle is this: A faster progression from prospect to close means less time to lose potential buyers.

    2. FOCUS ON FEWER TOUCHPOINTS

    Touchpoints are the points or stages in the buyer’s journey where salespeople interact with potential customers. The number of potential touchpoints has increased with the growth of digital media. The struggle for businesses is knowing which touchpoints to focus on.

    She recommends shifting the focus to your customer instead of the product. Fewer touchpoints aimed specifically at a targeted audience are more likely to hit the mark. This webinar explains why trying to hit all the touchpoints isn’t the best approach.

    3. ACTIVELY GUIDING CUSTOMERS THROUGH THE BUYER JOURNEY

    Effectively closing the sale means being present for customers from start to finish. Unfortunately, many businesses skip the first two stages of the buyer’s journey (awareness and consideration) and put all their focus on the last stage (decision/purchase).

    At the awareness stage, customers require help identifying or recognizing they have a need or a problem. Your job is to help them discover that need or problem and move them to the next stage on their own terms. In the consideration stage, you position yourself as an expert and show how your product or service meets their need or solves their problem. Only at the decision/purchase stage are you in a position to successfully close the sale.

    4. ACTIVATING THE “DEAD-END” BUYER

    Companies often spend too much time on generating new leads and not enough time on cultivating existing buyers. Often, the “one and done” buyer is considered a dead-end because they’ve already made their purchase, their need has been met and there is nothing more to be done. Wrong.

    The so-called “dead-end” buyer is a prime target for increased sales. While it is important to gain new customers, it is equally important to retain current ones. It is often easier to reactivate a dormant customer than to groom a new one, and it is also more cost effective.

    With successful brands getting up to 76 percent of their revenue from repeat business, it really pays to devote attention to the “one and done” buyer.

    If you’re tired of slogging through traditional lead lists and struggling with converting prospects into loyal customers, Contact our team at American Speedy Printing to see how we can help your business!

    Joe_Harrison
    Joe is passionate about helping SMBs. He’s spent the last 30+ years building the American Speedy Printing Marketing • Print • Mail – and sharing best practices and marketing trends with his customers. Through research, in-person visits and this blog, he hopes to engage with and empower local business owners and marketing professionals.