5 Practical Ways Content Marketing Helps Shorten Your Sales CycleLeila Dorari
We all know that in these times when everything has become digital the biggest tool of your marketing strategy is your website. But, of course, it is not enough just to have one. You need to design it carefully in order to allow your users to have free circulation inside it and all the information must be easy to find to make their trip through your sales funnel as fast as possible. Your prospects need to be fully aware of the nature of your business and you need to provide them with all the information necessary, so you don’t get yourself into the position where you will need to explain to your potential customers what is that your company does. In order to help your sales team use their time as effectively as possible in order to shorten your sales cycle, take a look at these tips:
1. Have your answers prepared
Today most of the people are reluctant to buy products or services right away. They want to know everything about a certain product before they purchase it, which results in series of questions that can take for hours. The point is that all these questions are quite similar, so you should gather them around and analyze them to find the certain pattern. When you do, just answer them and put those answers on your company website’s FAQ page. That way you will evade unnecessary questions and make the impression that you’re completely open to your buyers. Maybe it seems too difficult to ‛guess’ all the questions because people have different ways of putting them, but you just need to use effective keywords and every potential customer will find the way to the answer he or she seeks.
2. Spit it out
Most companies instruct their sales team to postpone the information about the price of a certain product or service until the end of the conversation, which can result in a wasted time. You’re gonna have to tell the price to the customers eventually, so don’t spend hours in the negotiations to realize in the end that they are not prepared for such price from the beginning. Instead, you should make a price page on your website with all the pricing information. That way you won’t be losing your time on people who are not prepared to pay the required sum and that transparency will also make your business honest and trustworthy. Just spit it out and then your salesman will do the rest.
3. Lead them the whole way
When it comes to buying services, your customers will want to know exactly what they get, step by step. We live in capitalist society and our new god is called ‛Calculation’, which means that nobody likes surprises anymore, especially when their money is concerned. That’s why you need to tell them in advance what exactly can they expect from doing business with you. That’s why you need to include a step by step breakdown of everything that will be happening once they purchase the service. You can use this breakdown to include some call to action buttons that will additionally drive the interested ones deeper into your sales funnel.
4. It’s not enough being honest, you need to prove it
Today we are surrounded by false information and exaggerating, so you can’t blame your customers if they are not ready to believe everything you say in the beginning. You need to back up every quality you claim to possess. If they are not able to see black and white proof, you won’t have the credibility in their eyes. You need to prove your worth through testimonials and case studies. But don’t brag and flatter yourself, that will cause suspicion immediately. You need to tell stories about your customers, not your company. If you want them to know you offer reliable and super easy storage solutions, you need to talk about satisfied customers whose life was changed by that product. Yes, changed. You should take examples where your customers were in the transitional moments of their lives like changing homes or expanding the business. This way you will have a voice of a satisfied customer but also an emotional factor to which your potential buyers can connect. They will be sure that you’ll take care of their possessions because you’ll have proven results and there won’t be a need for any additional proof that you’re a confident business choice.
5. Let them know who you are
Tell the story of your company through a portfolio where your work will speak for itself, without bragging. Do it like with testimonials and case studies – concrete results, spiced up with some images and maybe even video. People want to see with their own eyes, and that’s why it’s also a good idea to include pictures of your employees because customers’ money goes into their hands. If you give them a face and a name, your future customers will be able to develop their trust more quickly.