As things start heating up this summer, you might be wondering what you can do to light a fire under your sales strategy. With summer slowdowns around the corner, now is the perfect time to start warming up some of your leads. Here’s how.
Maintain Consistent Communication.
Often marketers and salespeople make the mistake of giving up on a prospect after receiving 1 or 2 soft “no’s.” They are worried about bothering the prospect or burning a bridge they could use later down the line.
But the truth is that on average, it takes 8 or more “touches” (contact attempts) to even schedule an initial meeting with a prospect. It takes even more than that to get to a sale, and the process can take weeks or even months. You have to be persistent and consistent. Don’t give up on a lead until you have been told, in no uncertain terms, to leave them alone and not call back.
One great way to keep the door open is through a print or email newsletter. This will keep your prospects (and clients) on a communication schedule that provides them with consistent value. A well-crafted newsletter also has the potential to boost your perceived expertise within your industry and can help you make a personal connection with your audience.
Offer A Special Deal.
Sometimes a lead just needs a little push to take them from a “prospect” to a “client.” This can be something as simple as a discount or as complicated as an invitation to a full-scale event. Whatever you decide to offer, make sure it’s relevant to your lead’s interests and goals.
Make It Personal.
We all like to be treated as individuals. That’s why adding in a personal touch when communicating with your leads can make a world of difference. If you know they’re interested in soccer, bring up the game from last weekend to break the ice. If you know they love a certain author, mention that they just released a new book before you start your pitch. Showing you care about your prospects’ feelings and wants can really help when you’re trying to build a relationship and keep consistent contact.
We hope this guide is helpful to you wherever you are in your marketing journey. While summer is often a time when businesses slow down, you can still make the most of the season by warming up leads through consistent, valuable, and personal communication.