“Client Conversion Marketing Strategies 2023”
In electronic commerce, Conversion Marketing is marketing with the intention of increasing conversions–that is, site visitors who are paying customers. The process of improving the conversion rate is called conversion rate optimization.
There’s a huge difference between prospects and clients. Prospects, also known as sales lead is an organization or potential client who resembles the seller’s ideal customer profile. But has not yet expressed interest in their products or services. A qualified lead is an organization or potential client who has expressed interest in the products or services of the seller. Whereas a client is somebody who buys goods or pays for services. Companies and other organizations may also be clients.
When you are doing your prospecting activities and interacting with “prospects”. Your main task is to ask questions, build trust and qualify or disqualify so that your time is used effectively. Often, a high level of trust is yet to be established right away or even at the first meeting.
You should no one client till you all have agreed to work together. They paid and the check cleared the bank. Too many salespeople waste time chasing “suspects”, not even a quality prospect, and “hoping” they become a client.
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3 strategies to convert clients (Conversion Marketing)
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1. Market Research
Creating a need and a demand where none already exists, or convincing customers to do something. They don’t know and if they want to do it takes time, money, and more money. Discovering a need and filling it is far cheaper and easier than betting your destiny on a conjecture. Good third party market research not only brings objectivity but can often persuade prospects and customers to reveal all sorts of issues that they will not tell a company person. It frequently also reveals that the message you think you are communicating is not the message being received by the prospect. And can clearly indicate compelling ways to differentiate your business from your competition which can significantly increase your conversion marketing rate.
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For Example:
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Lego A/S, doing business as The Lego Group, is a Danish toy production company based in Billund. It is best known for the manufacture of Lego-brand toys, consisting mostly of interlocking plastic bricks. The Lego Group has also built several amusement parks around the world. Each is known as Legoland and operates numerous retail stores.
For years Lego was an enormously successful product with young boys. But was popular with only 10% of female children. In response, Lego conducted a huge four-year market research campaign with over 3500 young girls. Therefore, in a new product line featuring vibrant colors and different figurines. The new products became a huge success and the share of female Lego users increased sharply due to conversion marketing.
2 Increasing Sales Skills
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Train your staff the methods, principles, and understanding of the selling to leverage your business. Effective selling is a gift and every business should have one. You must’ve seen, there are few salesmen who push people to buy their product. But a good and finest salesman is someone who is het pushy. They believe in their product and make meaningful recommendations and suggestions based on their personal experience of what actually works. Also, they provide the buyer with the appropriate information which they need to make an informed decision. And they know the way to asking their orders. These selling skills can have a huge compounding impact on your business.
Ways to Improve your sales skills
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1. Chunking: Break big subjects down into smaller, more digestible chunks; otherwise, the assignment is simply too overwhelming.
2. Sequencing: After you’ve broken the subject or skill set down into finite chunks. Determine what you need to learn first, and what comes after that.
3. Connecting: Link new skills and information to something you already know.
4. Dumping: The key to remembering a deluge of information is to get what you learn out of your head and into a place where you can look at it later.
5. Practicing: Any time you need to learn a skill, deliberate practice is essential.
6. Prioritizing: To harness your most effective thinking, decide which activities are most important at the beginning of each day. And then focus on one activity at a time, to the exclusion of all others.
3. Create Irresistible Offers
Remember, your prospects don’t need you as much as you need them. They have a multitude of choices available to them. It’s easier for them to do nothing at all unless you offer them a valuable benefit for doing business with you. therefore, you have to do everything you can to tip the scales and make it irresistible for them to take the next step. You do this by creating such a powerful and compelling offer for people. It would be difficult to say no to you. An offer that makes it more advantageous to acquire your product or service than not to do so, one which eliminates all the hurdles. They have to jump over to do business with you and make it harder to say “no” to you than to say “yes,” can increase your results up to 300%.
Examples of Irresistible offers:
1. Roseneath Doctors
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The UK-based doctor’s surgery has a slew of bonuses tacked onto its benefits. Including same-day appointments, medication dispensed on-site, and same-day test results. Things that its competitors either don’t offer or don’t specifically say they offer on their websites.
2. Salon U Style
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Named one of the best salons in the US by Elle Magazine, Salon U Style has put together a compelling offer to get more people into its pampering seats. As well as a free consultation for risk reversal, the salon offers a free $25 gift voucher towards a hair color session as an added incentive.
3. Tony Robbins
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World-famous life coach Tony Robbins offers potential clients a free 30-minute session to see if they want to book consultations. This is a popular method amongst coaches, as it gives clients a chance to see the coach’s working style. And determine what they’ll get out of their sessions.
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How to Achieve Up to 85% of Client Revert
Client Followups is getting Clients Interested.
As per the analytics, on average 70% of your IT company’s business comes after taking regular follow-ups. It is also one of the things that show your level of commitment, maturity, and professionalism to the new clients. Some clients intentionally do not revert just to check how serious you are with the business.
So given the above fact, the process of follow-ups becomes the second most important process in converting the client, the first, of course, being your “first impression” i.e. requirement gathering.
How do we take the followup?
The most professional manner is to email them. Some of the more aggressive strategies may be to ping over WhatsApp, send continuous SMS, stalk them on social media and finally repeat calls.
The biggest turn-off for the clients is the way most people take the follow-ups.
Clients feel like the receptionist of a busy waiting room where people keep asking for updates.
And what do we ask the clients, the same old and standard lines “Hello Sir, how are you? Is there any update for me?”; I hope the email finds you in the best of health. Any updates on our last conversation?”; and so on. Now ask yourself if you were in place of your client would you bother opening or reverting to such a mail every time? You know there will not be any value addition after opening the email or reverting to it. As a client, there is nothing that might strengthen his knowledge about the product or the platform he is going to enter.
When I see a candy I would like to have it!!
What if you could change this traditional thing and provide your client with some valuable content? Clients need to know that every time they open your email they will have something useful and interesting to read which will enhance their knowledge and will be helpful. Even if he does not reply, he would at least read your email and keep you in his mind. One way or the other he will come back to you and give your business.
To switch off the Alarm you need to find the phone.
To find the solution, let’s start by targeting the problem, this scenario generally arises after you have gathered the requirements from the client. You have the chance for your first impression, be it by email or a phone call, or a Skype call, it is considered as your first impression (How to improve your first impression is explained in another article). The possible reasons for clients not responding could be:
- The client is not satisfied with the way you have gathered the requirement, this arises mostly because you have not asked the relevant questions;
- Maybe he is not confident that you are the right person for his need, generally because you might not have had the confidence in your voice/tone of email while communicating;
- Maybe he doubts your knowledge about the genre and domain of the project, it is generally seen when you don’t show depth in your knowledge about the app and don’t spend sufficient time discussing the idea or suggesting some good add-on functionality.
- And finally the most common of all problems, he does not like your quotation.
So how do you solve such challenges? Don’t worry it is not rocket science if you notice then all these problems have something in common i.e. client is not confident about you, for one or another reason. So now let us simply target that.
A well informed mind never losses in a conversation.
To develop confidence in the client’s mind, it is very important to flaunt your knowledge. Here are the four things that will help you win your client’s confidence:
- Your understanding of the domain: How deeply do you know about the field that the client is going to enter? Who are his competitors? What are the current strategies and innovations happening in that domain?
- Your understanding of the complete flow: How many kinds of users will be there (Admin, Super Admin, End User, etc) and what exactly will be the possible actions by them?
- Your approach towards the project: Provide some suggestions that will help your client stand out from the market, which will help him engage users better, and some innovative solutions.
- Relevant reference to his product: The more relevant the reference, the more confident he gets.
- And yes, most important is the confidence you depict in your voice and tone of emails.
These are the things that help you win clients without even competing with others. Provide him quality and he shall be yours.
You must be complaining about who has time for so many calls and after all the problem started with him not picking up your calls. Well, who said anything about calling them? If you get a chance to speak to your client, well nothing better than that but in 80% of cases, people prefer to be emailed and that is where you would generally communicate.
Focus on helping people and people will start helping you.
Provide your clients with valuable information and something they could use. Even if you don’t win the project you will win their heart and word-of-mouth is the best publicity. Here are some tricks to make your clients confident about you through your emails.
Summing up in these 4 steps:
Next time, when you take a follow-up, make sure to do these things. It will take 5 extra minutes of your time but you need to do it every time and your follow-ups will be much more fruitful.
- Send your follow-ups with around 3 value-adding points, not too many details and not too many, just brief, to point, pointers.
- Pointers should highlight:
- Competitors and their winning strategies,
- Also, tell them about the unsuccessful tried-and-tested strategies,
- The innovation happening in the field
- The current challenges,
- Suggestions from your end to counter those challenges
- Suggests to help the usability of the product,
- Gaps in understanding the end-user and if the client missed some point while describing it to you,
- Use some tools like MailTrack to check if your emails are being opened, for how many times and when. This will help you in scheduling your email accordingly to get the best result. Again use tools for scheduling your emails.
- Send your emails in 2 days. It will help in giving enough space to the client and sticking to his memory.
All the information you will need is readily available on the net, you just need to hit the right “enter”.
Try this strategy and be patient if not in the first, or the second then definitely by the third email, you will get a reply. Even if you don’t get a reply, you will be on his “good companies” list and he will come back to you or refer you to his circle. Either way, it will be a win-win scenario.
So all the best. I will be sharing more articles covering the complete flow from Client requirement gathering to delivering the project, stay tuned!!
