Smart selling is about finding the most effective way to deliver your sales goals.
Smart selling encompasses all aspects of the sales role, but in this article, we are going to focus on smart selling strategies for lead generation. Lead generation is the beginning of all sales and one of the most important sales process functions.
Following are nine strategies to assist you in generating new leads:
1. Enhance Lead Generation Through Customer Referrals
Satisfied customers are frequently inclined to provide referrals. Allow your customers to speak for you by soliciting referrals and enabling them to generate their own leads. Nothing enhances your organisation’s credibility more than a satisfied customer recommending you to their acquaintances and relatives.
Referrals are the most effective lead generation strategy available. Being highly recommended builds trust and people are more willing to engage.
Ensure that you enquire whether your customer knows anyone who would benefit from your product or service when concluding the sale. This requires minimal time and may serve as a means of rapidly generating leads.
2. Conduct routine customer service conversations.
Do not abandon your customer after the transaction. A satisfied customer who maintains an ongoing relationship with your organisation is likely to make additional purchases. According to Aberdeen research, selling to an existing customer is 4.8 times more cost-effective than acquiring a new lead. Follow-up calls are an effective method for cultivating customer relationships and an ideal opportunity to request referrals.
Smart selling is maximising your connection with existing customers.
3. Lead Nurturing: Maintain communication with previous referrals.
Not all leads will be prepared to convert at that juncture; however, this does not imply that they should be disregarded. When prospects are uncertain about making a purchase, lead cultivation is essential. Provide them with pertinent information that aligns with their interests.
Establish a follow-up schedule, establish reminders, and automate the lead nurturing process. When they are prepared to decide, you want to be at the forefront of their consciousness.
Bear in mind that lead cultivation can be gradual. Nevertheless, Aberdeen Group research indicates that it is a worthwhile investment of time. Among companies implementing Best-in-Class lead nurturing, the average order totals from nurtured leads were 47% higher than those from non-nurtured leads.
4. Serve as a reliable source of information.
Strive to become a product expert in your field by going above and beyond. Become a trusted advisor to customers, rather than a mere salesperson. Customers possess an immense amount of information; consequently, they conduct the majority of their investigation prior to engaging with a sales representative.
One approach to bridging this divide is to deliver presentations at conferences or trade shows in order to establish oneself as an authoritative source of information.
Please bear in mind that the customer has the purchasing authority. Nevertheless, it is your responsibility as a sales professional to provide the customer with the necessary information to assist them in making the most informed decision. (And it is my sincere wish that you are the one to make that decision.)
Smart selling is about placing yourself in the position of the expert or thought leader and being open to conversations.
5. Utilise the Internet to emphasise your area of expertise.
In the current digital era, it has become both effortless and indispensable to exhibit one’s expertise, and there is no more effective method than to do so online. Establish a web presence to access potential customers who may require your extensive expertise in the industry or products.
One approach to begin increasing the number of views on your site is to implement targeted content optimisation for search engines in order to enhance its rankings.
Are you not an expert in search engine optimisation? Do not be concerned; the fundamental principle of generating leads through the Internet is consistently adding relevant and useful content to your website. By doing so, you can aid your potential customers in their research. Utilise online lead generation by implementing form entries on your website to attract these prospects.
Most customers initiate their purchase research before engaging with a company representative. Customised, interactive, pertinent, and engaging content for each stage of the research process enables products and organisations to serve as a resource for customers before they are ready to interact with sales teams. Paying attention to the customer’s journey generates a substantial opportunity for online lead generation.
Smart selling puts the internet to work for you as part of your lead generation strategy.
6. Engage in online networking.
In the manner in which individuals interact, social platforms have come to dominate. According to an infographic developed by Nowsourcing, 10% of conversations in the United States are conducted online, while 39% of individuals prefer to interact online over in person.
It is no surprise that LinkedIn, a professional networking site, is the primary platform that professionals use to maintain connections with the individuals they have met. Nevertheless, it is equally important to develop the appropriate approach as it is to cultivate your connections. When requesting to connect, refrain from sending generic invitations.
Instead, compose a personalised message that serves as a reminder of your identity, the circumstances surrounding your meeting, and the location of your first encounter.
According to a recent study of more than 5,000 businesses, LinkedIn’s traffic generated the highest visitor-to-lead conversion rate among all social media platforms, nearly three times higher than that of Twitter and Facebook. LinkedIn is a valuable resource for developing new prospects.
7. LinkedIn’s contribution to the generation of sales leads.
Publishing articles or sponsoring updates on LinkedIn is a critical strategy due to its significant value in converting leads. By incorporating advice and expertise, you can establish a following and elevate your company and yourself to a trusted expert. Incorporating a call-to-action button into blog posts or social media posts may be beneficial to rapidly generate a pool of interested individuals and produce leads.
LinkedIn is a great platform for smart selling as the audience is open to expert advice.
8. In what ways does classical networking contribute to the successful generation of leads?
Another essential component of lead generation is networking, which is both reliable and effective. Seventy-seven per cent of respondents indicate that they favour in-person conferences because they are able to interpret facial expressions and body language.
Subsequently, attend to your prospective customers’ needs. Participate in organisations that are likely to attract your target audience and endeavour to attend conferences that they will also attend. This positions you in a favourable position to engage with a substantial number of potential customers.
Please bear in mind that networking is not solely about you. It is simpler to pay close attention to others as they discuss their business obstacles. It is probable that you will encounter opportunities to provide solutions, whether they are your own product or service or those of a contact.
Assisting colleagues, even if it results in a lack of sales, is not only courteous, but it also facilitates referrals. As previously mentioned, it is imperative to serve as an advisor who is dedicated to assisting customers in identifying the most appropriate solution.
9. Persevere!
Successful companies are aware that leads originate from a diverse array of sources. Strategies for generating sales leads include cultivating leads, conducting customer care calls, and asking for referrals. Trusted sources of information on the Internet, social media, and online networking are also effective lead-generation strategies. Leads are also generated through in-person networking.
Nevertheless, perseverance is the most critical instruction in lead generation strategies. The initial contact accounts for only 2% of transactions. That is a mere 2 out of 100! Understanding and exercising lead nurturing are essential components of acquiring the ability to generate leads.
According to Alan Underkofler, the founder of Follow Up Success, the majority of customers do not interact with salespeople until they are well into the purchasing process, and the majority of sales are completed after the fourth or fifth contact.
By enhancing your current strategies for generating leads and addressing those leads during the sales process, you will achieve a higher degree of precision and proficiency in achieving your sales objectives. This is smart selling and staying in control of the sales process.
You may also be interested in reading:
– 14 Traits of Successful Salespeople
– 8 Important Topics for Effective Sales Training
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