Collaborating With Sales for Sales

I presented the Bottoms-Up Marketing webinar a couple weeks ago, and following the event found the same question had been submitted by a number of attendees. The question? How does a marketer get sales to follow up with leads? I came away feeling I had done a poor job of helping the audience to understand, it’s not

I presented the Bottoms-Up Marketing webinar a couple weeks ago, and following the event found the same question had been submitted by a number of attendees. The question? How does a marketer get sales to follow up with leads? I came away feeling I had done a poor job of helping the audience to understand, it’s not, “how do you get sales to do what you want?” it’s “how do you give sales something they want to work with?”

The premise of bottom-up marketing is that we marketers are only half the equation. Yes, our skills and expertise are critical to the campaign design and architecting process. But for the sales funnel requiring a closer, we must turn to the experience of our sales and CSR teams to understand the traditional process our business has used to convert leads to customers.

When a marketer asks the question, “How do I make sales do their job?” I immediately know this is an organization where marketing and closers are firmly pitted against one another and conversations and collaboration are a thing of the past—if they ever were. It’s a terrible question and says much about how you see yourself and your department in the sales funnel. If this is you, prepare yourself for a chewing out.

Resolution of discourse comes only where there is conversation and compromise.

Identifying prospects and warming leads without the input of the very people who close those leads is like writing a script without considering the audience. Oh sure, you can do it, but how many people from your audience will buy a ticket to your next event if you write only for yourself?

We marketers know better than to act as an audience (focus group) of one. Our job is to develop content for our mass audience. The people within our business with the best understanding of our audience is the closing team. Our closers, be that sales, CSRs, or another department, has a front-row seat to what our customers need, want, and require, and you would do well to pay attention.

Stop wondering how you can manipulate your sales team and start involving them.

At the very beginning—when you are brainstorming your next campaign—start at the bottom of the sales funnel by meeting with your closers to get their insight on crafting a digitized version of their warming process. You will not be able to duplicate all of their functions—and as they are people who bring unique personalities to the closing process, you shouldn’t try—but ask your sales team about resources and processes and contribute where you can. Move the easy rocks—use nurture emails to provide instantaneous responses for form completions while setting the stage for a sales call, provide links to videos, enroll them in a demo—do the rote work that capitalizes on your automated-campaign processes.

Our closers excel in so many areas we marketers guess, struggle, test and analyze—all in a never-ending effort to learn more about:

  • Finding prospects
  • Distilling prospects to leads
  • Determining which leads are qualified leads
  • Nurturing leads through the sales funnel
  • Converting leads to customers

Take the short cut. Your closers already have a great deal of this insight and are usually willing to impart at least some of it to you.

Look at it from their point of view: If you were in sales and the marketing department was delivering you qualified/hot leads, wouldn’t you rather process those than start anew with a cold call? Of course you would. So do they.

So how do you make the closers do their job and close the sales you give them? Invite them to participate—from the bottom up.

5 Important Email Tips for Converting Prospects to Customers

The harder you make it for your prospects to become customers, the fewer will. Most marketers agree that lead generation and lead conversion are the bedrocks of their efforts. As you scrutinize your internal process to convert prospects to customers, remember that, in order to consistently convert, you must at least

(Editor’s Note: This is a preview of Cyndie’s presentation on the upcoming webinar “Email for Customer Acquisition: 5 Great Ways to Expand Your List, and Your Profits!,” with Yeva Roberts of Standard Register, airing Jan. 28 at 2 p.m. EST. Register here to watch the rest live tomorrow, or catch it on-demand starting Jan. 29.)

The harder you make it for your prospects to become customers, the fewer will.

Most marketers agree that lead generation and lead conversion are the bedrocks of their efforts. As you scrutinize your internal process to convert prospects to customers, remember that, in order to consistently convert, you must at least:

  • Provide a clear, concise path to becoming a customer.
  • Enable your prospect to become a customer.
  • Resolve any concerns your prospect has about becoming a customer.

1. Be Timely, Relevant and Easy
Conversion begins at the moment of acquisition—waiting to engage is the kiss of death if you hope to hold the attention of your new prospect. We humans have very short memories—and attention spans—and marketers who allow the opportunity for one to forget a recent engagement will be saddled with lower retention and conversion rates over the customer’s lifecycle.

Your first touch to new prospects must be prompt and direct as you remind the recipient of how the relationship began and, ideally, lay out the path for becoming a highly valued customer. Using email, converting prospects to leads can be quite easy, and when you group likeminded prospects into segments, you can also create highly relevant content appropriate for this audience.

When relevant content is bolstered by personalization, your messaging can transcend a timid first step and become a flat stone skipping through sales ripples reducing necessary touches to a simple few.

Tracking clicked links and buttons within your email will enable you to appropriately respond to engagement with auto-responders recognizing specific engagement activities. Auto-responders are unique tools for reminding prospects they engaged with your brand and helping them resume the process if they’ve become distracted along the way.

2. Provide High-value Content
Inbound marketing represents one of the most successful approaches to converting prospects to leads, leads to subscribers, and subscribers to customers. Your content should be well-written and professionally designed while establishing your brand as an expert.

Your e-books, slide decks, videos, webcasts, demos and the like must be honest and forthright in order to establish your credibility, and should not shy away from areas where your competitors have you bested. Recognizing and addressing these areas will foster trust and help you to build upon these new, budding relationships.

When you post inbound content to your website, you will drive repeat visits; visits that naturally develop, deepen and nurture the relationship to the next stage.

Inbound content such as blogs, videos and online tools also extend the time of visit, and this is an important metric that contributes to your search-engine optimization effort.

Though content at your site is important for this reason and others, resist the urge to keep your content to yourself. Create partnerships with companies that will post your content or choose apps such as SlideShare, YouTube or edocr.com to syndicate your content beyond your own reach. Requiring a form submission to download your content will result in capturing some leads, but you will benefit far more from unrestricted content that is shared liberally.

3. Convey Urgency and Scarcity
Certainly not news to most seasoned marketers, urgency and exclusivity still motivate prospects to act more quickly. Procrastination is a sales killer, so text within your email reminding the recipient of how few widgets remain or how few days to buy the widget remains can dispel bouts of procrastination that grip many of us at one time or another.

Positioning your offer as time-sensitive, quantity-bound or event-based will boost your conversions, but lack of instructions for how to take advantage of your offer can easily negate the benefit gained.

4. Provide Instant Gratification
In email marketing, it’s key to first identify and then solve the customer’s problem—as quickly as possible. Your customers have come to expect and even demand instant gratification, not just in electronic platforms but physical as well. (It’s unbelievable that Amazon is currently testing same-day drone delivery and delivery before you’ve even ordered in order to meet such demands.) You must strive to deliver now.

In your emails, recognize that your clients want it now, and use words such as “instant,” “immediate,” and “now” as trigger words to put them in the buying mood. If your product doesn’t lend itself to being delivered via drone so they can get it now, offer an instant rebate or immediate download. By solving your customer’s problem more quickly than your competitor, you will be more likely to gain the coveted conversion.

As with urgency and scarcity, it’s imperative that you are clear on what steps must be taken in order to achieve instant gratification.

5. Test, Track and Tweak
Don’t guess at what it takes to reduce clicks and shorten your sales cycle, nor should you be a focus group of one. While your opinion about what works and what does not is important, you are not the customer. Use your opinion and expertise as the starting point for testing, but analytics must be used to prove or disprove your educated guesses.

As you begin to understand areas or components slowing your conversions, consider paths that provide information in a more compact and effective manner. Videos are a great solution and a preferred vehicle for many, but podcasts, self-running demos and other online options are also ideal for replacing overhead-heavy meetings, site visits and other person-to-person events.

There are myriad sales-funnel processes, but all can benefit from trusting relationships and consistent experiences. Your blast, drip and nurture emails should be professional, branded and graduated in order to nudge your constituents along. It’s important to remind your prospects why they should choose you—both explicitly and obscurely.