Steps for More Efficient Prospect Tracking
Prospecting and tracking prospects is the art of finding and finding people who have the potential to join your channels, become a friend, or be highly qualified for your company’s products or services.
In my opinion, there are five fundamental elements in the follow-up of prospects: persistence, observation, creativity, enthusiasm and the creation of value. You may have noticed that I have not mentioned the formation of a relationship or friendship, since the tracking of a prospect is not so much about the formation of a friendship as the creation of value for the client. With regard to your follow-up process, test what works and analyze what does not. It is important to understand the characteristics of the business and social environment, as well as to recognize the changes that take place in the behavior of buyers.
As you read this article, your prospects are on your Facebook profile, looking at your Twitter page or checking your LinkedIn page. They are also searching for keywords on Google, viewing your videos on YouTube and downloading the offers you offer on your site. Basically, they are studying you.
So how can you study you to them to better understand their needs? How can you persist in your follow-up and challenge them to think differently? How can you be creative in your touches or in your points of contact and present them with new ideas that can generate more income or save you money?
Try to follow the following steps to open your way.
1) Establish an action plan
To be able to advance with our objective, it is important to define the standards of our process to reach the final result, that is, the sale. Regarding the follow-up of your prospect, what do you want to achieve? How much time do you need to reach it? To what extent do you stop controlling the fulfillment of your objective? It is important to set your parameters so as not to waste time with prospects that do not need what you offer, or who may not be qualified for your products or services.
2) Be the first to answer
I would like to emphasize the need to establish an immediate contact with your prospects. Every effort should be made to be the first to answer your questions, and not let your competition take away your leadership. According to a Harvard Business Review study, every minute that passes from the moment a prospect asks you a question until you answer it, the possibility of getting in touch and having a conversation with them decreases. Equally relevant is an Inside Sales study called “2014 Lead Response Report, “according to which 50% of buyers choose the provider who first answers their questions.
3) Automation of emails
To maintain the consistency, quality and speed of your tracking strategy you can automate your emails based on the responses of your prospects. You can use automation software that allows you to generate workflows and use templates to send messages with relevant and attractive information.
For example, if a prospect downloads your offer for the first time, or if you request a consultation, you can send an email with different content depending on your interest to get your attention. Nor should you forget that people need and want to feel special. Before sending an email template, you have an effort to personalize it.
4) Keep the enthusiasm
Enthusiasm is one of your best selling tools. Imagine the last time a friend convinced you to go on a trip or try something new. How did it convince you? Have you considered that your emotions affect your sales performance? Show enthusiasm for what you are selling and share it sincerely.
Feel the joy and impact you are creating by offering value to your prospects. At the same time, make an effort to earn your trust. Have a deep knowledge of your products and transmit a sense of professionalism. Be kind, since nothing causes the loss of a potential client as quickly as a disrespectful and rude salesman.
5) Be persistent
An indispensable factor of every good salesman is perseverance. You will not always get the attention of your prospect with the first point of contact. It takes time to build trust and familiarity. The sales process is exactly that: a process.
In the case of a purchase impulse, only one point of contact is required. However, in a more complex sale the number of touches varies and depends on many factors, such as purchasing capacity, need or desire, competition, etc. You have to persist without bothering, and keep in mind the stages of the buyer’s journey. For example, how has the prospect responded to email campaigns or offers? Has the prospect visited pages on your website, such as the price page? Identify qualified prospects and keep track of them.
6) Educate your customers
Remember that sales are not so much about relationships as the creation of value. You do not have to give in to each customer’s demand. In fact, it’s okay if you press your prospects a little. Inspire them to think differently. Feel comfortable with tension and be assertive when oppositions arise.
The value of the client is not the same as the convenience. Make an effort to educate and feed your prospects with useful and relevant information every time you get in touch with them. Help them visualize the improvement of their life with your business through attractive questions and suggestions.
7) Fulfilling your promises
If you promised a prospect that you were going to send him an email at 1pm with your proposal, send it to him as soon as possible. In business, there will always be someone who offers the same product or service as you. What you can distinguish is the service you provide. A good service is to make sure you keep your promises and even deliver more than you promised to generate value. For this reason, NEVER make promises that you can not fulfill.
8) Measure, analyze and improve
The sales process does not depend exclusively on emotions and feelings. Measuring the results is key. You must work constantly to improve your monitoring process, observe what is working, and act on these tactics in a systematic and scientific manner.
You can measure factors such as the time it takes you to answer a prospect, the number of prospects you receive per week, the email that generates the most answers, etc. Set goals for these metrics and check every 30 days if you are achieving your goals. If you do not achieve your goals, improve your strategy or action plan.
With so many different aspects of email analytics to consider, it can be tough to know which numbers really matter. To help make things simpler, we’ve gathered 10 metrics every email marketer needs to track.