After sending out a proposal or quote, many sales teams will simply wait for the customer to respond. If they don’t respond, it’s likely that you will just let it go. However, there could be a lot of potential income disappearing if you follow this strategy.
Instead, being consistent with your follow-ups can convert your prospects into customers that actually buy. With a steady stream of captured leads, follow-up can generate more conversion rates and referrals for small businesses.
Here, we discuss how you can use marketing automation to improve conversions by following up on quotes and proposals.
Choose Your Content
Content marketing is a key part of advertising campaigns today. White papers, eBooks, and webinars are all common ways to bring in leads. Your visitors will offer their contact information in exchange for access to premium content.
If you use marketing automation to deal with these new leads, you don’t need to personalise or schedule each response. The system will take care of things for you, while your sales team focus on the customers that are now ready to buy. Those who are just interested in information will be taken through your sales funnel.
The length of your automated funnel can vary. You might send out a series of emails over five days; you might send them out over 45 days. It all depends on your sales process and the amount of engagement you are getting from your leads. Make sure that your automation schedule suits your specific niche.
Follow Up on Leads
Now that you can focus on the leads who have asked for a quote or proposal from your sales team, it’s time to sharpen up your process. Most businesses fail to follow up on customers who ignore a proposal or quote. If you use marketing automation in the right way, you can make a huge difference.
A successful campaign after your quote should give your prospects all of the information that they need to be converted. This is really important, as they may have objections or hesitations that are holding them back.
Your sales team already know the common questions and concerns that prospects bring to them. Use their knowledge to create the right message in your emails. Overcome objections and allay concerns, so that your customer has no reason not to go ahead with a purchase.
With this strategy, you don’t have to have your sales team writing out similar messages time and time again to individual customers. The automated follow-up takes care of everything.
Don’t Miss the Unconverted
You already know that you need to automate your messages to former customers, leading them back to your business if they don’t buy for a while.
However, not all of your leads will convert into customers. This means that there could be a large batch of leads you are no longer returning to – and that could mean a lot of untapped potential.
Some leads will go with a competing business. Others will reconsider their purchase, or may find their budget falls short. At some point, every company will miss a lead. That doesn’t mean you can’t try again.
Between four and six months after getting no response from a lead, send out an automated campaign. This lets your customer adjust and may give them a chance to decide they don’t like your competitor after all.
If your business uses marketing automation, you’ll want to be sure that your campaigns are successful. That’s exactly what we can do for you at Swift Digital. Contact our Sales Team today to find out how our platform can boost your online marketing, on 02 9929 7001.