That is, there is no doubt that they need a certain solution, as well as they already know that your company is capable of delivering it.
It remains, then, to position yourself in order to convince this lead that you are the best choice, to the detriment of the competition.
What helps in the challenge is the fact that it has already been nurtured with relevant content, whether in the form of articles or e-books , for example.
Thus, if he has had contact with his materials before and it was through them that he understood what he needs, he tends to value this acquired knowledge and consider advancing the relationship, becoming an SQL lead.
• SQL (Sales Qualified Leads)
Sales Qualified Leads, or SQL, represent a potential customer even closer to making a purchase.
For him, there is practically certainty that it will be his company that will meet the identified consumption need.
In other words, it is decided, although it does not set a deadline to close the deal.
You can do this at any time, whether by contacting you on your own initiative or by attending an invitation, promotion or discount opportunity, for example.
An SQL is a lead very close to becoming a customer, but that you can still lose to the competition.
Just settle in, wait passively for the sale and do nothing to encourage you to buy.
At that point, perhaps the competitor will jump ahead and offer the lead the perfect opportunity he has been waiting for.
So be careful.
This is the time to put your team to work on the relationship with the lead and achieve the desired conversion.
As you know your target audience better than anyone, you will know how to identify which type of action is best for turning an SQL lead into a customer.
In the next topic, you’ll see a complete walkthrough to actually discover how to convert leads into sales.
How to convert leads into sales
The challenge of converting leads into sales changes from business to business, as it takes into account their particularities.
However, there are strategies that are considered mandatory whatever your company.
And that’s what we’re going to talk about now.
(1. Know your persona
The persona is a fictional representation of the ideal customer profile.
Its construction depends on a study that considers habits, customs, interests and specific characteristics of its target audience.
Age range, location, gender, education, income range, among other information, are part of this process.
But why do you need to know your personas?
The answer is simple: all marketing and sales strategies need to be designed based on their characteristics.
For example, on which internet channels is your persona most easily found?
This defines where you should be.
Never forgetting that, for it to be converted into a lead, it is necessary that the initial contact takes place – which can happen on a social media or on your blog, for example.
Another important question is the message you will convey to that persona and how you will do it.
You need to consider the language best suited to the audience.
In short, then, getting to know the persona is what brings you closer to a more successful strategy when it comes to locating the potential customer and being more assertive in contacting him.
(2. Qualify your leads
As you already know, as soon as the potential customer enters your contact base, he becomes a lead.
From then on, your challenge is to lead that lead through your sales funnel , moving forward until you are ready to make a purchase.
This effort depends on a process called lead qualification or nutrition.
That is, it is necessary to instigate him to know more about the company and the solutions it offers.
There is a need to position yourself as the ideal answer to a specific need of him and, thus, bring him closer to that which is his objective: the realization of the sale.
Nurturing a leader depends on providing him with more useful and relevant content, which can be done from new blog articles, material sent by a newsletter or by email marketing actions. .
If you know the characteristics of your personas well, qualifying the leader will be a much simpler process.
After all, this way, you will know exactly what message and by what means it should be transmitted, so that it brings you closer to the business outcome.
(3. Create email nutrition flows
This tip is complementary to what we just highlighted.
When you have an email marketing strategy , you need to define periodic firing, so that the lead does not deviate your focus from the need for consumption, let alone consider your solution as the ideal one for him.
So, e-mail nutrition has two challenges: the quality of the content delivered to the lead and the frequency of sending.
Particularly on this last issue, it is very important to stay alive in the mind of the potential customer, but be careful not to be invasive.
To make mistakes at that time would provoke repulsion and not the attraction of a possible consumer.
(4. Show the benefits that your product / service will bring to the customer
The customer needs to feel an advantage in the process, as he only makes a purchase when he perceives value in this operation.
Therefore, even if he is aware of an expense, it is necessary to see it as an investment, being sure that he will bet on a product or service that will solve a well-identified consumption need.
Here, your challenge is to highlight the differentials of what your company offers.
That is, to convince this lead that his solution is more advantageous than any other he finds on the market.