Wednesday 7th of February 2024
Businesses keep chasing their target audience to find leads and convert them to attain their sale
...s goals. Conversions are key to making the busines...
Businesses keep chasing their target audience to find leads and convert them to attain their sales goals. Conversions are key to making the business stay afloat and progress in the competitive commercial landscape. However, changing consumer behaviour, economic disruptions and competitors’ tactics create challenges in the path of sales that are hard to overcome.
Thus, aspiring entrepreneurs looking for businesses for sale in South Africa need to find ways of turning their prospects into customers. The attention span and the window to persuade a prospect have been reducing at a fast pace and require specialised techniques for conversions. It is not easy to attract buyers in a cluttered market space flooded with advertisements. Thus, here are seven tips that will help you achieve your sales goals without any hurdles.
Finding leads becomes easier when you have a business website. Google Analytics allows the business owner to identify the traffic coming to the site. Some visitors reach the site organically by searching for the products and services, while others land on it after clicking an advertisement or link posted on social media sites. The insights gathered from analytics help to understand how they browse the site, which pages they visited, how much time they spent on the site and what actions they took.
If you identify that most of them bounced off or abandoned the cart after filling it, you need to find out the problem areas. The reason could be an unclear call to action button, missing product information, uninteresting content on the page, etc. Making the desired changes will help you convert your prospects and generate higher sales.
Prospective buyers are those customers who have an intention to purchase your products but have not taken the final step. They may have a slightly different persona than the regular buyers because they inhibit payment. Thus, examining their customer profile before trying to woo them is essential. It helps to know how they behave, what they prefer, what are their needs, and how they can be satisfied.
Armed with all this information, a small business can create a sales pitch that influences the target customers to buy. When the marketer is aware of the pain points of the customers, he can create offerings that solve the problem and gain their trust.
Several prospects are lost because they do not get complete information about the business and its products online. Thus, the company must have all the relevant business information on the website, including FAQs to answer the general queries of the customers. It can also have an instant chat feature and contact number to speak to the customer care team.
In addition, email marketing should be highly targeted and customised for every prospect. It must have a clear call to action button for the customers to act, and a follow-up email should be sent to nudge them in case of no response. The design and technology used for all the communication should be consistent and high-quality to grab their attention.
The internet has allowed marketers to interact with prospects and get instant feedback. Engaging with buyers helps in swaying them through two-way communication, prompt responses to questions and complaints, offering information about the products and the business and more.
Digital marketing and social media also help in creating brand awareness, visibility, recall value, credibility, and marketing. Whether you are writing simple posts, uploading images of your products or publishing your blog link on the social network, it aids in attracting buyers who are interested in your goods and services.
Many sales executives stop pursuing a client after they hear a doubt about the price or the features. However, this should not be the ideal way of conducting a sales call. The first thing that the sales executive needs to convey is the value that is being offered and it should not be a scripted pitch.
The sales representative must act as an advisor and personalise the interaction while telling the customer about their needs getting fulfilled. Make sure that you answer all their questions patiently and take their suggestions positively. Do not let the conversation turn into a negative discussion and keep the pricing part for the end. Inform them about the value of the product and how it will help them save additional costs. The sales representatives must be trained to conduct the calls and in-person interactions regularly to avoid mistakes.
After the interaction or sales call, the prospect must be given some time to ponder over the pitch. The sales representatives must set a deadline for follow-up with the customer, such as two or three weeks. They must not disturb the prospects during this period and then follow-up on the decided date to check their status. Create an emotional connection with the customer and make them feel special and important.
It is possible that they may have forgotten about the call because of their busy schedule. Thus, it is a good idea to remind them with a quick follow-up call or email. Do not forget to thank the customer for sparing their precious time and providing them with the steps of making the purchase. If it is an online transaction, the sales representative can help them complete the task on call to reduce the risk of confusion and misinformation.
Another effective way of converting prospects is to offer them a benefit, such as a demo, a free sample, a membership card, or a discount on their first purchase. It is easier to get them to buy when they are getting a freebie or gift. To ensure that they stay and do not make it a one-off thing because of the incentive, you can further incentivise them.
Referral and loyalty programs work well in making customers come back. It is even helpful to get more prospects who come through referrals. It is a great way to generate leads and sales in a short span of time. Using existing customers to draw prospects aids in increasing brand visibility and credibility because of word-of-mouth publicity.
Conclusion
Sales are the lifeline of a business and the planning to get the desired sales should be done effectively. Thus, entrepreneurs who have recently purchased a business for sale in South Africa must use the tips mentioned above to boost sales and avoid losing prospective buyers to competitors.
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