5 Top Tips: feeding the sales pipeline

5 TOP TIPS:  Feeding the sales pipeline.

To avoid ‘stop and start’, ‘feast and famine’ sales, where an unplanned approach to marketing fails to attract a continuous stream of prospects or enquiries, here are 5 tips designed to help achieve sales continuity and a steady flow of new business:

1/  Construct a powerful message that really catches the eye and creates interest.  Include special offers, guarantees, value statements, new testimonials etc.
2/  Devise marketing initiatives that work in parallel, not in series, i.e. have more than one promotion operating at the same time.  These could involve a newsletter, LinkedIn, flyer campaign, website ‘latest news’, networking etc.
3/  Link all the initiatives together, signposting from one to the other to reinforce the message and provide extra detail.
4/  Include a system for registering interest; on your website, return form, newsletter feed etc.
5/  Follow-up ALL contacts received, however minor the interest claimed, and try and obtain feedback as to which promotion initiative caught their attention (useful for future campaigns).

This is ‘joined-up’ marketing and, well constructed, can be far more effective at attracting new business.

This is the first of 8 in our ‘5 TOP TIPS’ series. These will be followed by:
Contacting – first impressions that count
Presenting or ‘pitching’ – building interest and credibility
Negotiation – the best deal for all
Closing – introducing the Salient Ultimate Close
Customer Care – developing loyalty
More Time – practical techniques in time management
Smart Networking – making the most of face-to-face contact

NO MORE FENCE-SITTING

As many of you know, I am dead against ‘pressure selling’.  There is no need for it.

It is counter-productive in that you may win the order, but you won’t win their loyalty, their referrals, or their repeat business, and pressure-selling probably makes them a bit cross!

It gives Sales a bad name.  I still come across people who are are at least suspicious of sales and sometimes even anti-sales.

To counter this, I used to promote a more hand-holding approach to sales that generated more respect and credibility.  it was more successful, but it was not infallible.  One reason for this was the ‘fence-sitters’.  We have all met them; they are those who know they need what you have to offer, but still dither and appear afraid of investing in their own business.

I now promote what I call ‘Challenging Sales’; nothing like pressure sales, but not totally customer-hugging either.  It offers a diplomatic challenge to prospective customers that can wipe out all their objections.

This is still ethical selling, but it uses techniques in ethical influencing to ensure the best rate of sales conversion.

If you want to know how this can work for you, go-on, don’t sit on the fence; I challenge you to talk to Salient!