Smarketing Strategy #5 & Sales 2.0
This blog post is about three things:
Smarketing Strategy #5
In my last blog post I shared Smarketing Strategy #4 : How to put your content where the best prospects go. If you did not have time to read it, below is a short video (0:25) that explains this ‘Here vs. There’ problem and here is a visual that also explains it.
Smarketing Strategy #5 – using the Situation, Target, Plan (STP) framework – is to convert visitors to prospects and then connect with them.
I’m a big fan of using forms on a web site to convert visitors to prospect and I am a big believer of MIT’s lead follow up research – which demonstrates that you are 100X 100 times more likely to reach the person who filled in a form when you follow up in 5 minutes versus 30 minutes.
The report has some other enlightening information and can be downloaded from InsideSales.com. So if you are going to follow up on web leads do so as fast as possible.
I firmly believe that the statistics of those who fill in forms are similar to those who register for webinars. Patrick Cahill writes in an article “How to Pinpoint Real Sales Opportunities with Your Webinars”
People who register for events fall into four categories: immediate opportunities (5%) and short-term leads (20%), long-term leads (50%), and perfectly nice people who will never buy related services (25%).
The challenge is to ask questions that help you figure which group is which without pissing any of them off by being too aggressive.
So when I phone those who complete a form on my web site I always introduce myself (to make sure they know who I am) and the ask for permission to ask three quick questions … “I’m Craig Elias, the Trigger Event Selling guy whose information you just filled in a form to download. Can I ask for two minutes of your time to ask three quick questions ”
What are the three best questions to ask
The best way to answer that question is to start first by asking – What are the most important things to learn
For me the three most important things I want to learn about those who fill in a form on my web site are:
- Did they get the email, with the link to the resource the requested
- What made them fill in the form
- Is there a sales opportunity
In today’s world of a million and one different spam filters you can never be sure that the email your systems automatically send out gets into the recipient’s inbox.
So, my first question is “Did you receive the email with the link to download the resource ”
I am always curious what was it that they saw or heard that captured their attention and made them willing to provide their email address and phone number for in return for access to what is being offered.
So, my second question is “What resonated and made you say it was worth taking the time to complete the form ”
My last and perhaps most important questions is to learn which buying mode the person is in so I can learn if there is a pursuable sales opportunity. Knowing which buying mode someone is in is a key component to Trigger Event Qualifying .
So my last questions is “What happened recently that made it more relevant or more important ”
If I learn they recently experienced a ‘Want’ Trigger Event and are in the Window of Dissatisfaction I ask permission to ask a few more questions so I can understand what problem they are trying to solve or what outcome they are trying to accomplish and then pursue the sale.
If I learn they recently experienced an ‘Afford’ Trigger Event and are already Searching For Alternatives I ask permission to ask a few more questions so I can understand who they are already talking to and how I can position myself as the least risky alternative.
If I learn they have not recently experienced a Trigger Event and are in the buying mode of Status Quo – and believe they have money, authority, and influence I start fostering a relationship while raising their expectations.
I use to ask the question where did you hear about this resource but I added that to my forms so I can focus on the what I think are the three most important questions when I get them on the phone.
Resistance Free Selling
Two weeks ago I had the pleasure of being one of the speakers on a webinar titled “4 Steps to RESISTANCE FREE SELLING” that was put on by iSellUK. Complete the form on the page to access the recording and download the handout.
One of the steps of Resistance Free Selling is selling to those who can afford your services so I went looking for list of companies that who were most likely to afford new services.
During my search I learned that Silvia Quintanilla of Industry Gems had almost 80 lists of top companies who are highly likely to afford your services. The collection of lists includes:
- Top Banks
- Top Insurers
- Top Hospitals
- Top Manufacturers
- Top Private Companies
- Top Public Companies
- And many more” .
Click here to get your copy of The Companies Most Likely to Afford Your Services.
Sales 2.0 & Social Media
The next Sales 2.0 Conference is about how to leverage Social Media in your sales and marketing efforts.
It will be held in Santa Monica and features great thought leaders like Anneke Seley, Carlos Hidalgo, and Matt Heinz as well as sales and marketing executives from companies like IBM, Salesforce.com, RIM, and Frost & Sullivan.
I’ve had the luxury of attending and presenting at Sales 2.0 conferences in Boston and San Francisco and have always come away with new ways to make sales and marketing more effective and new relationships that help me stay informed of the latest sales and marketing ideas, resources, and success stories.
I would go but I’m travelling to London England to work with one of the world’s largest financial institutions.
Please let me know if you attend so I can call you the week after the event to talk about what you learned.
Feel free to contact me if you have questions about ANY of the content above.
Have an eventful month!