What if your website handled all the small stuff? Imagine having your sales people meeting with potential qualified customers all day instead of sitting by the computer all day answering emails and qualifying their leads?
When people think of email marketing the first thing many think of is SPAM. I want to challenge you to think differently. If someone asks you for a brochure, warranty information or even just who or how can you communicate to deem your company is an appropriate choice for someone. This can be an exciting email for a potential customer to receive. Answering specific questions based on your customer’s preferences with automated emails and sms text messages from your company greatly improves closing rates. This happens because your customer is left with the feeling of being very important and always having someone to reach out to. This also gives you the opportunity to answer the next questions on their “need to know list” before they ask the sales person. For example: you are a sales guy for a cellular phone company. They are ready to renew and are inquiring about a new phone. You can send them a price list of current promotions. Exclusive discounts for bigger companies (if they meet this criteria). If your customer prefers Android phones, you will specifically send them into an android automation sequence, and if they prefer Iphone it will send them down a different line of communications. The question that they don’t ask us usually “what’s the difference between the choices”? Such as the difference between an Iphone 6s, 7, 8 or X. If your customer knew the difference it would qualify the end choice of the customer. With active campaign you can track what is working and how you customer is engaged, not only with your emails but with your website and any downloadable material.
Here is a term that many don’t think of right away if they have not been exposed to this technology. It’s called segmentation. It’s just as it sounds. Depending on how you can best help your customer determines how you communicate with them. Yes, it can be automated. Yes, It will nurture your clients to the point of contact because it responds to their exact questions and can be written to give or show the value that someone is looking for or surprise them with something they didn’t even know they were looking for.
It starts with the client visiting your website and asking for information or by sending a follow up email. Usually followed by a response to their inquiry and a personal introduction to their sales person or point of contact. Depending on the inquiry it can be responded to by a sales manager, a service manager or even the owner of the business. Perhaps a quick introduction video or just an email written with their the sales person’s picture and personal information at the bottom to make your customer feel important and having someone who they can communicate with directly. After your automated segmented response, the inquiry can then be added to your CRM in the corresponding place. “sales lead, quotation, phone call or face to face meeting to be scheduled.” The corresponding person responsible will be able to track and engage with this person or / and continue automated follow up until deemed such time as someone should step in. We can also score your sales leads by giving them points for doing certain actions. Once your lead gets to a certain amount of points. It’s time to arrange a meeting.
Another great idea is that of an order being processed, on route and when it has been delivered. You can then send a personal sms text message to follow up then perhaps ask for a review or just to make sure the product or service met expectations. The great personalized experience can be shared with others and thus bring you even more business from people who may be looking for the best possible service “yours of course”.
All of this comes down to understanding where your companys time is spent. What are you communicating to your customers? Go ahead, look through your past emails and your CRM or note pad. What are your customers asking for? Or better yet. Put yourself in their shoes. What makes you feel like your appreciated? What makes you feel like your questions are answered? Taking the time to think about your communications and implementing a sequence of communications in advance ensures that your time spent with the customer is being used to the full extent. Which means More Sales, Which means more Freedom, Money, happy customers, business longevity. The list goes on and on.
You may need help, Ask me for a 14 day free trial of Active Campaign and one hour free consultation. If you purchase the platform directly from me, I’ll give you’re an extra hour of consultation and a discounted rate for help implementing and testing your system.
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