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To bring in more sales leads and turn them into real sales, you have to make people love your product and want to be your customer. It's all about mystique, intrigue, emotion and logic. Here are some strategies for closing more business:
1. Offer less.
Sheena Iyengar of Columbia University tested this at a grocery store sample booth. On the first day, she offered twenty four jams. Sixty percent of customers stopped to sample, but only three percent of that group made a purchase.
But on the second day, she offered only six jams. Forty percent of the customers stopped and thirty percent of them bought jam. It seems counter-intuitive, but the more products or services you present for evaluation, the easier it is to overwhelm the buyer and lose their attention.
2. Tug on some heart strings.
To get their attention, you may have to try a different approach. A clothing company recently released a video of strangers sharing a kiss. The few minutes of video, which made no mention of clothing, went viral getting over seventy million views on YouTube.
The company, in turn, reported a mass increase in sales. Appealing to emotion instead of pitching the product made the company more likeable and attracted more leads which led to those sales.
3. Make some enemies.
Apple bases whole campaigns on the difference between Mac users and PC users. While you may never have a Microsoft-Apple level rivalry, there is value in standing by what you do and how you do it.
Your product or company won’t be everybody’s cup of tea. And if you try to please everyone, you may end up with a generic product or service that helps no one. Target your ideal buyers instead.
4. Get back in the classroom.
It’s a good idea to make friends too. Where you work and what you do is a natural part of the conversation in a classroom setting, whether local or online in a webinar.
Whether you teach or take a class from someone in the industry, it’s a way to network that establishes your credibility and allows you to hear what your potential customers care about. When they need what your company does, they’ll think of you.
Social media has made referrals even easier. Ask customers, new and old, to use the social media ‘share’ buttons on your content and landing pages to share what you have to offer with their network.
6. Engaging content.
You probably notice when an article receives extra attention through shares or comments, but you might not have time to figure out what the draw was and how to put that element into more of your writing.
And speaking of content, an interview is valuable content for your audience. It’s a way to give your readers information that will propel them forward in their search for a solution.
A case study with one of your already loyal customers will give leads someone to identify with. Or, simply sharing information from another authority in the industry is a way to offer valuable insight.
In sales and marketing, be certain you understand the exact problem that person is trying to solve. When they ask you how your company can solve that problem, that’s your segue. It's your responsibility to make the company appear credible and likeable enough for them to ask.