You’ve probably heard the phrase “the truth hurts.” So let’s just get the truth out there right away that discourages every B2B salesperson: Leads will not make a purchasing decision after just one contact. You need to keep in touch with them and build a relationship before they will convert to clients. This is just like dating: No one is going to marry you after the first date.
So what are the best ways to keep in contact with leads throughout the sales process to boost close rates? We’ve collected a list of ideas to help you. Below are some suggestions to keep in touch with your Patient Engagement and Education potential customers:
Discover more regarding your prospective customer
It’s hard to sell your Patient Engagement and Education product and services if you don’t have a good idea about who your potential customers are. As a result, you need to take time to build Buyer Personas. What are your client’s job responsibilities? What are their objectives and barriers? Do some research on their company. How many years have they been around? Where are they located? What are they worth? How big is their staff? You can find most of this information on their business website or LinkedIn page.
Develop and share useful content
Creating and sharing valuable content is one of the best ways to keep your leads involved. Work with your marketing group to generate informative content on a regular basis that will make it easier for individuals who fit your Buyer Persona profiles to discover you and turn into qualified leads. It will also place your Patient Engagement and Education business as an authority and help you build loyalty in your target market. There are lots of types of content that you could produce, like blogs, webinars, reports, case studies, ebooks, and whitepapers.
Know when to call or email
As a sales representative, you will have to choose between making the initial call with a prospect by means of the phone or email. Both techniques have their benefits and also drawbacks. According to E Consultancy, 66% of marketing experts say that email supplies impressive ROI. Considering that an email is visual, it offers your prospective customer time to consider your deals. They can also save it for a future referral. An email can also be sent to a number of decision makers within the company. However, a negative aspect of emails is that people’s inboxes are already swamped. If the person doesn’t recognize your name, your email might just get deleted or marked as spam.
A telephone call allows you to connect much faster, develop a human connection, and put some personalization into the message. However, there is a chance that your call will not be answered if the person is busy. For that reason, there is no one best way to first engage. You could try going back and forth between emails and calls to see what works best for your target market.
Recognize the prospect’s passions and hobbies
One of the best ways to connect with your leads is to talk about their interests, hobbies, job, and friends. You can find a lot about their interests and pastimes by looking at their social media channels. For example, if you are both fans of “Designated Survivor,” you can mention that in your conversation. You could also look into their work history. Ask relevant questions like “How has it been transitioning from Finance to Administration?” Talking about your customer’s interests in the conversation will make it easier to build a relationship and make the sale.
Don’t be too formal
Once you learn more about your leads, you can be a little more casual and take a more laid-back approach in your conversations. This will make it easier to create one-on-one connections with your possible clients. Be sure to not get too casual, as you still want to be taken seriously. Use correct capitalization, punctuation, and spelling no matter what. Here are some examples:
Too formal: “Hello Percy. I’ve discovered your passion in Patient Engagement and Education CRM software application. I believe you would like to review this record”
Too casual: “Yo percy. take a look at this dope record on our Patient Engagement and Education CRM software program”
Well-balanced: “Hey Percy, hope you’re well! Look at this amazing record on Patient Engagement and Education CRM software applications.”
A great book that talks about this is called Getting Naked by Pat Lencioni. The author gives great tips on customer service to build relationships and loyalty. He suggests service providers be totally clear and vulnerable with prospects to get passed the three troubles that usually sabotage customer loyalty. This book is great for internal or external professionals, consultants or anybody serving long-term customers. Getting Naked provides powerful, actionable tools in order to help people get over those three fears and get a competitive advantage.
Don’t be scared of voicemail
A study by Bizness Apps found that 80% of phone calls go to voicemail. If you are calling your potential customers and they don’t answer, you might be tempted to just hang up. Don’t make that mistake. Voicemails could be a big part of your sales process. Introduce yourself and let them know you are following up on a previous call or conversation. You can then tell them the important information that you can share via email. Then, when the email comes, the person will remember your name and be more likely to open it.
Nurture them with email
If your leads don’t make a buying choice right away, be sure to follow-up with them by phone, email, or social media one to two times a week. Ensure that your emails provide helpful content that deals with issues your potential customers are experiencing. You could include whitepapers, case studies, reports, or blogs that they might find helpful. Let them know you are available for additional conversations.
The final word
All of the lead nurturing suggestions above are part of a bigger marketing and sales strategy called Inbound Marketing. Your Patient Engagement and Education firm could use Inbound in your existing sales and marketing campaigns to create more potential customers, qualify them, and close sales more quickly.
But this can be a lot to take on by yourself. Responsify works with Patient Engagement and Education experts to offer strategy, support, and help carrying out these tasks. We help them tactically bring in brand-new website individuals, convert them right into qualified leads, and pleased clients.
If you want to connect with your potential customers to speed up your sales cycle, don’t hesitate to schedule a free strategy session with us. We will help you evaluate your methods and give you advice on how to boost your techniques.