[This article was written by Kara Masterson.]
Closing a sale can be difficult. Depending on the type of sales, warm leads become sales. There are three ways to do this. These include:
- Offer a free trial, a buyer’s incentive or demonstration
- Provide referrals of satisfied customers
- Maintain direct contact by phone or email
- Warms Leads and the Importance of the Target Market
Warm leads arise from interest in goods or services. To capitalize on the initial interest, offer a free trial, a buyer’s incentive such as a first time buyer’s discount, coupons or a demonstration.
However, if your business offers several types or products or services, it is equally important to know your target market. Formulate a prospective on potential buyers according to localities, age and gender that match the items or services to be presented. This goes a long way to turning warm leads into solid sales.
For example, if the predominant product offered appeals chiefly to women, it will still attract men if the presentation offered includes a free trial or a demonstration. That marketing strategy helps cover all bases.
If legal services are the business to be promoted, it may be a good idea to offer an incentive such as free legal advice for first time clients. Dentists also find they turn warm patient leads into regular patient sales by offering a free dental examination.
Provide Referrals of Satisfied Customers
Customers want assurance your business offering has value. The simplest way to instill a sense of assurance in warm leads is to provide referrals of satisfied customers.
This can be done on a business website, via direct mail or email. Don’t forget to offer customer loyalty rewards to satisfied customers who provide referrals to warm leads.
Maintain Direct Contact by Phone or Email
Although today’s customers have grown accustomed to indirect contact with sellers of goods and services, it is still important to satisfy warm leads need to know who their sales person is and what the nature of the business is.
Choose timing of phone calls carefully or warm leads can go cold. Keep in touch with warm leads via direct mail, email and programmatic direct mail to maintain buyer interest.
Business owners find programmatic direct mail is a hi tech method of retargeting online shoppers and attracts warm leads via real time online marketing that is transformed into informative, dynamic direct pieces of mail that are personalized and can be sent to a buyer’s home or place of business in 12-24 hours.
When the three steps to convert warm leads into sales are implemented, former difficulties of closing a sale revert to successful marketing programs.
Kara Masterson is a freelance writer from Utah. She enjoys Tennis and spending time with her family.