A recent survey by McGraw-Hill puts a cost of almost $600 to close an industrial sales deal. That’s based on a figure of 4.3 calls ($137 per call) to close the deal.
Your sales costs may not be the same. But think about it. Personal selling is expensive. What are your costs?
How can you reduce the cost...and improve the results...of personal selling for your business? Here are some ideas when you get a lead on a new prospect.
- Sell smarter. Set a goal to close each deal in fewer calls.
- Follow up the initial lead with a phone call. But don’t use the phone just to set up an appointment. Use the call to get the information about what your prospect wants. Learn as much as possible about the prospect’s needs.
- Prequalify the prospect before meeting one-on-one.
- After you have a face-to-face with your new prospect, use email when possible. Use email or the phone until you get back into the prospect’s office to close the deal.
Once you’ve closed the deal and delivered the goods, it’s only the beginning of your relationship with a customer.
- How do you keep your customers thinking of you until the next time they buy?
- How do you remind them of other products and services you offer?
- How do you remind them to think of you when someone asks them for a referral?
Phone calls work here too. The downside is one of time. It takes a lot of dialing to do it right if you have a good sized customer base. It makes more sense to use email marketing. Email is very cost effective. It’s something you do already.
There are some key points to follow when using email to keep in touch with your customers.
- Use an established email service such as Constant Contact. Email services are very reasonably priced. They provide email templates that look great (and reduce the time to get started), they help control your contact list and they offer stock photography for use in your emails. They also can keep you out of trouble with the CAN-SPAM laws.
- Formalize it so that your message goes out regularly.
- Keep the content interesting so that people want to keep reading. Don’t give them a reason to opt-out.
- The emails need a “wow-factor” that will entice the reader to forward the email to a friend.
- Last but not least, the email needs to be simple for you to produce, especially if you’re the main (or only) person in your business. The day-to-day of your regular business can get in the way. And then, when the orders suddenly begin to dry up, you’re behind the curve.
Let’s discuss how to use email marketing to keep your customers aware of what you’re doing, what you offer and that it may be time to buy. You’ll be surprised how big a difference it can make for your sales.
Drop me a line at your convenience.