With a large portion of your buyers’ journeys online (especially in industries with longer sales cycles), continuously engaging prospects with your brand is more important than ever. There is no choice but to include lead nurturing in the sales engagement process. Moreover, Annuitas Group’s study reports that nurtured leads make 47 percent larger purchases than non-nurtured leads. And another study by Gleanster showed that when leads were nurtured, 15 to 20 percent of the “not yet ready to purchase” opportunities converted into sales. In this post, we’ll cover how to implement a sales engagement process to get into more conversations that lead to more closed deals.
STEP ONE: MAP IT
There will be leads in different parts of the buying process at all times, and in order to approach your buyers appropriately, you have to recognize that each phase will present different pain points for them. Segment your customers and create a journey map for each of your buyer types (personas). Identify their challenges/pain points to help determine what motivates them to purchase from you in each phase.
First, consider what is happening during the phases in a typical journey represented in the graphic below.
Next, map out your prospects’ pain points and motivations. For example, in the Considering phase, let’s say our persona is concerned with your organization’s stability and credibility. Then in the Evaluating phase, they are confident you are reputable and now are concerned with how easy it is to use or understand your offerings. In Selecting, they need to know that the sales rep is going to get them smoothly through implementation, addressing all their concerns in a timely and satisfying manner. After selecting you, they want you to continue engaging them in the Celebrating phase by providing them with excellent customer support. The image below maps the aforementioned motivational attributes. Your actual journey map will likely have many more considerations in some phases.
STEP TWO: CREATE CONTENT
Creating relevant content to share with your leads can improve perceptions around your brand and help get your sales reps to more conversations. According to Dragon Search Marketing, “61% of consumers are influenced by custom content. Considering your buyer journey, match which type of content would be useful at each phase and touchpoint.
Continuing with our previous example, let’s look at some content that might be suitable for each of our attributes in each phase. In Considering, we will create a checklist called “5 Essential Traits to Look for in a Financial Planner” to establish our organization as a thought leader in the industry, thereby creating credibility in our stability and longevity. To address the attribute in Evaluating, we will send an eBook where we take a complex subject and make it easy to understand. Because trust in our representative is important in Selecting, we are going to send an email to set up a personal conversation with the prospect. If we have reached the Celebrating phase, we have closed the deal, and we want to make sure our new customer is getting value. We may send an email survey or make a phone call, and if all is well, we’ll ask them to provide a review or recommendation.
STEP THREE: CREATE A PLAN
Once you have identified what to say to who in each phase, you will want to plan it out and automate a cadence with specific touchpoint activities. The number of activities isn’t always going to be the same for everyone. For instance, a departmental solution calling into one functional area might take an average of four attempts, while an enterprise solution selling into a different functional area might take 12. Salesvue’s experience is that calls 9 through 15 convert at a rate that’s twice as high as calls one through eight.
Consider each activity, the topic and purpose (CTA), and list them out in a manner similar to the chart below.
STEP FOUR: MEASURE RESULTS AND TWEAK YOUR PROCESS
Of course, you may get lucky and get everything just right the first time, but most likely, you will need to make adjustments to your timing, messaging, content, and possibly even your sales training. That’s okay. The sales engagement process should be iterative. To continuously improve, you will need some analytics that give you insight into what is working and what’s not. Salesvue’s sales engagement platform gives you reports in real-time, so you can make adjustments to your plan in a timely manner.
With the Math of Sales™, compare performance for sales reps, cadences, lead sources, industry targets, job role targets, or any other Salesforce data you have by day, week, month, quarter, or year. Analyze both inbound and outbound activities. Compare data using any Salesforce field and any Salesforce standard or custom entity, including Lead, Contact, Account and Opportunity.
Identify how activities are driving closed deals with the Ultimate Sales Pipeline Report. You can see where you may be working too hard to get conversions, and where prospects are lost in your sales engagement process.
By combining Salesforce’s Opportunity data with Salesvue’s prospecting data, you’ll be able to clearly see the correlation between activities and conversions all the way through your buyer’s journey.
A winning sales engagement process is within reach, especially with real-time actionable insights from a Salesforce native sales engagement platform. For a deeper understanding of how the Salesvue team can help with your sales engagement, get a personalized demo and fast-track your team to closing more deals.