Cold calling is what most sales people hate about their jobs. It’s difficult to approach an absolute stranger to try and sell something to them and at the best of times it’s unpleasant and heartbreaking.
The internet has made it a lot easier to replace cold calling, or at least to supplement it. Your website should be generating leads for you every day and there are several ways of doing this.
A contact form is what most websites will have. Most people who fill it and submit it are interested in your product or service so you can gather qualified leads this way. They will have a specific query, a product or service they are interested in, or they may need you to contact them to discuss a quote.
Your website, however, gets many visitors who may not be ready to contact you yet, but are interested in the products or services you offer. If your buying cycle is generally a long one, then these are the people you want to reach. Offering them something in exchange is the most popular method of getting these people to give you their contact details.
This offer could include either a special offer, voucher, an ebook, whitepaper, or an industry report but it would depend on the nature of your business. The purpose of this exchange is not to make a sale, but to get the prospective customers’ details. Make sure that the materials you provide are not pushy sales material but rather industry relevant. The details you receive can be used for email marketing campaigns so add them to a database.
Offer a newsletter (but don’t call it a newsletter) in order to get customers to give you their details. Whether you offer weekly tips, secret tricks, or industry highlights, you must deliver a weekly email with relevant, helpful information.
When they are ready to make a purchase, you’ll be the first company on their list since your email campaign adds information you send to your prospects and you build a relationship with them and convince them that you’re an expert in the industry.
You can also include occasional sales messages but it’s ideal if you just help your clients gain the understanding and knowledge within the industry instead of trying to sell them. This also builds trust an excellent foundation for future sales.
All the contact details you receive are leads they were on your website, so they are interested in what you have to offer. Because of email automation programs, you can simplify this process in a way that the program will run itself once you write the emails. Unlike cold calling, it’s a lot easier and more cost effective.
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