Relationships that Convert to Sales Require Trust
For a prospect to become a customer, they must first become aware of a need that you can fulfill. They will only become aware of a solution provider if they have a genuine interest or need. This “awareness” phase of the process is when the prospect identifies options and begins getting to “know” you. As you educate them on the benefits of solving their problems and show them what they can do about them, they’ll become more interested in your solution and may even like what you have to offer. Over time, as your prospect learns more about you and how you can help them, they begin to see you as an expert and trust that you are the one that they should hire. Now: can you win their business?
Email is the Channel
According to a 2018 study published on MarketingCharts.com, email is the most effective tactic for driving both early stage engagement and later stage conversions. This is not a surprise when you consider that email has been the preferred method of business communication for many years. Several studies from 2017 show that email also offers the greatest return on investment, citing an average return of $40 for every dollar invested.
For B2B sales, the timeline of a prospect from initial awareness to purchase may vary from as short as a few months to as long as a few years. Considering the amount of information and misinformation found online, it requires diligence to ensure your prospect knows their options. The number of touches it takes to break through the clutter is not easy to manage. A salesman with many responsibilities can’t deliver the right message to the right prospect at the right time without help. Technologies, including Customer Relationship Management (CRM) and Marketing Automation (MA) are considered some of the best investments for increasing lead quantity, quality and, ultimately, sales. The ability to deliver personalized, relevant and timely information to a prospect is best accomplished when data is collected that measures their behavior as they engage with your marketing and messaging.