They're Interested, Now What?
Some people may be ready to buy your products/services right
away. But what do you offer to the rest of the people who are
interested but want to know more? Creating a structured sales
process for your business may not seem like an important
component of creating and attracting more potential clients and
I can promise you, it is.
Here's what frequently happens. People may be interested in
knowing more about what your business has to offer but they are
busy. They don't have time to find your phone number and call
you or spend time navigating through your website trying to
figure it out how to find out more, so they do nothing.
When you are clear about your sales process, and can communicate
it easily and consistently, you will feel more confident and you
will be able to make a connection with your prospective clients.
People need to know what action to take if they want to know
more. Make it simple and make it easy. People appreciate
structure and like to know what they can expect.
Begin to define your sales process by deciding on the first
step. The one action you want every person who is interested in
your business to take. Make it something that delivers value.
Here are some ideas about what you can give to prospective
clients:
1. Offer a free sample of your products/services
2. Offer to meet with them for a free consultation
3. Invite them to take an assessment or quiz
4. Invite them to sign up for your newsletter
5. Offer to send them a valuable free report
Let me give you an example of what I am talking about. Let's say
you are at a networking event talking with Renee and she asks
you, "What do you do?" You have prepared and rehearsed your
fabulous elevator pitch (right?) so you share it. Renee seems
intrigued, what do you do next? You can leave it there, finish
your chat and move on. Or, you can say to Renee, "If you're
interested in knowing more, I can send you a special report.
Would you like that?" See the difference?
Communicating the first stop of your sales process isn't only
important for prospective clients. It is also valuable to
communicate it with strategic alliance partners so they can
easily refer people to you. Make is easy for partners send you
referrals by making the first step in your sales process clear
to them.
Once you are clear on your first step, the one action you want
prospective clients to take, incorporate it into every
interaction you have and all of your marketing strategies. Think
of things like this:
What you write:
- Text you will use to answer e-mails from prospective clients
- Text on your website
- Text on your business card (use the back of your card)
- Text in your e-mail signature
What you say:
- Words you will use when someone calls
- Words you will use when you meet someone face-to-face
- Words on your voice mail message
Once you have the first step established, decide what the next
steps are until you have a complete process. The number of steps
in your process will depend on your business and what you are
offering. The most important step is the first one so start
there. Utilize your sales process and be sure you follow through
and follow up.
You've heard the expression 'you never get a second chance to
make a first impression.' In business, you may not get a second
chance to give a prospective client value. So choose your first
step and start giving!