One of the greatest challenges sales and marketing professionals face is lead generation. Our ability to convert visitors into leads, and leads into paying customers, depends on our understanding of our customers’ psychology and our ability to be compelling.
The excerpt below, published in an insightful article on Startup Smart, describes 3 psychological sales tactics to gain and retain the interest of your visitors.
While most sales and marketing professionals are likely familiar with these strategies, they often fall to the back of our minds as other marketing topics, like technology and social media marketing, tend to dominate blogs geared toward strategic improvement.
Here are 3 ways to be more compelling in your sales and marketing:
1. Keep a little mystery
In the same way you wouldn’t tell your entire life story in the first few dates with someone, don’t feel you need to inform your potential customer, reader or follower of every facet of your business, industry or topic in the first few touch points. Leave a little mystery by informing them slowly.
2. Offer information teasers
Key information like statistics, industry insights, inside secrets, usability tips, and handy hints on areas your target audience are interested in can spark interest and get them to take a level of action like giving over their contact details to you.
The trick here though, is in knowing how much of your knowledge to give away, as it will depend on the action you need a potential customer to take. Being a ‘teaser’ your information should be limited, but at the same time it needs to be enough to build trust and leave potential customers, followers or readers feeling like you’ve given them real value.
Social media, newsletters, website opt-ins, blog posts and advertisements are great places to tease with compelling information.
3. Limit options and choices
While potential customers want to feel like they have a choice in what they do or buy, too much choice can overwhelm your buyer and cause you to lose control in the sales process.
In a service-based business it could be having a few core packages, memberships or services with the ability to customise or value-add further should you need too. For online product-based businesses it could be having a clear category headings and links to the most popular products from your home page as opposed to listing all products immediately.
Keep in mind that too much information or too many choices can stall the buying process and even drive them to a competitor who keeps choices simple. This is particularly important for websites and sales meetings.
Read the full article for more details on StartupSmart.com.
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