It has been said that to close an average sale you would have to contact a single prospect 8 times.
A typical prospect will normally move through the sales cycle from being cold then to being warm and finally, just when they’re ready to close the deal they’re hot and move into being a client or customer.
Moving through the sales cycle, the prospects in your database will start off in the cold zone – potential customers you’ve identified as a well-qualified contact, but have little or no awareness of your brand or what you do. You would normally reach these with an initial campaign to introduce your brand and USP – possibly by a telesales campaign or direct mailing push.
Prospects become warm once they’ve been spoken to (or met) and they are familiar with your company and what you have to offer but they are not yet ready to buy. They might require more time or information to process their needs but by consistently maintaining these contacts with ongoing communication, consisting of a series of marketing activities that might include follow-up phone calls, email marketing and social media contact, you’ll have a better chance of successfully moving through to the final stage of the sales cycle.
Your hottest prospects are those who have either come to you as a referral or have been moved through the first two stages of your sales cycle at which point they will become paying customers.
It will take multiple contacts using sales and marketing tactics to move each prospect on to the next stage of your sales cycle. In order to build and maintain a successful business, developing a sales & marketing programme that combines these tactics in all three zones, is imperative to reach and motivate each group in your database.
Have you developed your sales & marketing plan this year?
If you’d like some help on planning your marketing communications, Tweet me or call me on 01273 772033 today.