Step 2 - NURTURE
The best kept secret to successfully converting contacts into customers is this – keep everything simple. The more complicated you make the processes and systems, the greater the chance that either you or your team will not use it, and when that happens, you miss opportunities and lose sales.
Here are my 5 (and a bit) steps for converting Contacts into Customers, quickly and simply.
Nurturing Your Contacts
Your Marketing should always have several strings to it, whether it’s social media, telemarketing or direct mail, but at its core should be Email Marketing. The reason is quite simple, the intelligence it gives you ties all the Marketing strings together, especially when it’s combined with the info in your CRM and your website traffic. Not only can you see what your Contacts are genuinely interested in, but when combined with lead scoring, popcorn automatically spots buying behaviours and Hot prospects for you.
For example, if you had Emailed a Contact and then had done a direct mail campaign which led that Contact through to your website two weeks later, you would know about it. You can then set automated responses so that you know when and how to follow up or you could use popcorn’s segmenting tool to identify specific Contacts and export the list.
Now for the really interesting part… when you spot this type of behaviour, your Contacts are usually in one of two places:
Firstly – they are probably in the research phase of the buying cycle, and will be looking around at various products / services to be armed with knowledge so they can have an informed conversation with a sales person. Typically 70% of the buying decision is made during this phase, and it is where you stand the greatest chance of influencing a buyer.
Secondly – they are in the buying phase, and will be starting to reach out to sales.
popcorn’s Email Marketing tools allow you to nurture and automatically identify prospects as they engage with Emails, website and your general Marketing activity.
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