IT sales leads are often in a position similar to the man who tries to cross a rushing river. Even if it’s only waist deep, his destination on the far bank and the rushing waters between him and that destination complicate things. If the man must swim, then he should expect to find himself downstream, predicating a trek back up the river’s coastline to reach a sought-after goal.
When you’re dealing with leads in IT, the sales process is very much like a river. Your leads want what you have to offer. They’ve just got things between acquiring that service and where they are now that are pulling them downstream. If you want to increase sales, you need to make it less difficult for your leads to convert to your services. Following are several ways to remove conversion difficulties and increase your rates of conversion:
- Remove obstacles from digital checkout
- Send email follow-ups on incomplete orders
- Retargeting
- Use drip marketing to nurture leads that are lost
- Call tracking protocols
Removing Obstacles
The river’s running current is like a checkout obstacle to potential clients. The more obstacles you put in their way, the harder you make it for them to cross the sales river to reach a successful conversion. Lessen the current. Institute a “dam” against obstacles barring safe crossing. Make checking out online as simple as possible to reduce instances of abandoned digital carts.
Send Email Follow-Ups on Incomplete Orders
Even the best IT sales leads are apt to abandon a cart if something rubs them wrong. Ensure that you’ve got protocols in place that net emails beforehand and send out follow-up messages to those who abandon their carts prior to checking out. You will likely see a statistically predictable level of subsequent conversions.
Retargeting
If you briefly checked out a website on flat-screen TVs, you may see pop-up ads and side-scroll endorsements for differing flat screen televisions, but on disparate websites. You might be on Ranker.com one day, then go to Diply.com and see the same ads. This is a practice known as retargeting, and you can employ this tactic in your outbound marketing endeavors. With the right retargeting campaign, you may expect a statistically predictable quotient of conversions.
Drip Marketing
Don’t just abandon lost leads. You can’t afford to give them your primary time anymore, but you can still convert some of them through an automated drip marketing campaign that sends out advertisement and marketing materials in an automated way at strategic intervals. Drip marketing can be very effective.
Call Tracking Protocols
It is now possible to track calls with simple software solutions. Sometimes, a lead calls you for information, then doesn’t close, and you never hear from them again. With call-tracking protocols, you can get in touch with these potential leads at intervals further down the line. If you can get an email from them, you can put them into a drip marketing campaign.
Upgrading Your MSP Marketing
IT sales leads are precious, and you can convert more of them than you are now with the right strategy. Consider your current program, consider neglected “lost” leads, and consider reducing complications in purchasing services to increase conversion.
