Finding the Disconnect: Why Prospects Don’t Become Clients
You can have a great ad campaign for your company, exceptional social media presence, billboards on every block, and fantastic print materials — but if you can’t convert a prospect into a client, then all of your efforts are a waste of time. Often overlooked by non-marketers is the importance of personal selling, when a business’s products and services are promoted by an employee as part of your company’s communication mix. Companies large and small benefit from these skills, and without them your business will suffer. Also worth mentioning, personal selling over the phone is important for all employees, not just your sales team.
Effective marketing includes so much more beyond advertisements, and that’s where a lot of small businesses make costly mistakes. That’s why it’s always a good idea to consult professionals before shelling out your whole promotional budget on a 30-second Pandora Ad. For your marketing efforts to truly reap benefits, they need to be consistent across several different mediums — one of which needs to be employee communications. If your company seems to be doing everything right from an advertising perspective, but just can’t seem to sign clients, it might be time to evaluate your marketing elements. Luckily, the most common mistakes made over the phone with prospects are not difficult to identify and can be easily remedied.
3 Mistakes That Deter Prospects:
1. Not answering your phone
It may sound incredibly simple, but far too often are prospective clients left on the wrong end of a voicemail message. Unfortunately, this makes you and your company look unreliable and shadowy, or even “too busy” for them, which may result in a potential sale going to your competition. Customers are the most important part of any profitable company, and it’s important to act like it. Answer your phone, give them the undivided attention they deserve, and make the sale.
2. Not using a script
No one wants to sound like a robot, and that’s understandable. However, your sales staff as well as any other employees regularly handling phone calls should be using scripts. If your employees are worried that they sound scripted, then they haven’t practiced enough. Quality scripts are proven to work by answering client questions, making clients feel important, and moreover by assuring your prospects that you are knowledgeable and have the experience to handle their business with ease. Experienced marketers have seen, read, and most likely delivered dozens of effective scripts throughout their careers. So if you aren’t sure what a good script looks like or what prospective clients want to hear, enlist a professional.
3. Not focusing on the bottom line
Listening to your customers’ needs is crucial when trying to establish a relationship with them. That being said, you need to solidify that relationship by implementing concrete next steps, so a potential client doesn’t become the prospect that got away. If you aren’t assertive enough, the chances of a follow-up appointment will be slim, and you’ll definitely lose some valuable clients. It happens to the best of us and it’s not just the sales staff, this is a necessary skill for receptionists and assistants also. While no one likes a pushy salesperson, you’d better make sure you don’t hang up that phone without at least attempting to schedule a follow-up.
If you do find yourself in a tight spot and want to see improvements in your business, feel free to contact your local South Florida advertising agency. Our team of talented marketers, designers, and writers are here to help find the disconnect between prospects and clients, create scripts, and design a more successful marketing strategy for your business. Call our office today for a free evaluation of your business’s marketing efforts.