Converting Leads Into Valuable Customers

Whatever your lead generation process, once you have a sufficient flow of leads coming into your business, you need to make sure that you can convert a significant number of them into business or you will be wasting your marketing effort.

Converting Prospects To CustomersThe best way to achieve this is to document who says what to the prospect.
This will give you a clear process that can be used consistently and improved based on the results that follow making it more and more effective. But whatever your process, it will need to include the following elements:
Establishing Rapport: If there is no rapport, there will be no
sale. Make the prospect comfortable with you so that you can build a relationship and continue to build that rapport (and the consequent trust) throughout the selling relationship.
Establishing An Upfront Contract: It is important to establish at an early
stage what you and your prospect have a right to expect from the forthcoming sales conversation. This establishes behavioural boundaries and facilitates the
decision-making process. It also avoids misreading of the situation. If your prospect starts making positive statements, you can be confident in relying on them.
Uncover And Probe your Prospect’s “Pain”: People buy emotionally (and justify their decisions rationally) and the most intense emotion is pain. Without a sense of pain, your prospect will favour the status quo and there will be no sale for you. What “pain” must your prospects experience before they are ready to buy your product or service?
Get All The Money Issues Out OnThe Table: You must address the cost of your product or service but, equally, you must address the cost to your prospect of not buying from you. With the scales tipping in your favour, your prospect will buy. If not, no sale as the option of doing nothing remains attractive.
Discover Your Prospect’s Decision Making Process:  Can they decide alone? Who else is a decision-maker or influencer? Can they decide now or is something missing?
Present A Solution That Will Take Away Your Prospect’s “Pain”: When the time is right, present your solution. A good way to determine when that time has come in the conversation, is to ask “On a scale 0-10, with zero being interest and 10 being ready to buy, where are you? Five or less and you have work to do, 6 to 9 and you can ask “ What do you have to see to go to 10?”
Above all, make your sales conversations ‘win-win’ and you will find that you are turning more and more of your leads into sales.

If you want to talk to me about any of the points above please email me at martin.parry@mgba.co.uk and please do have have a look at our website

If you think this article makes sense, try reading my article on Generating Sales Leads.

Source Information for this article. MGBA

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