Nearly 80% of leads never result in a sale (MarketingSherpa). So the key is to qualify each lead, quickly and efficiently, so that you can spend time on the ones that are most likely to convert.
The good news is that qualifying leads shouldn't take more than ten minutes.
Minute 1: Start strong, and position yourself correctly. This is a qualifying call; position yourself as the one making the decision.
Minute 2: How did they find out about you, and why are they approaching you at this stage? Context is important; it helps you understand how much they know about you.
Minute 3: Find out if they match your target niche. You want to get a top-level summary of what they do/who they are.
Minute 4: Where is your prospect right now and where do they want to be? What this does is bring to the front of their mind their ultimate goals, and puts you in position to explain the bridge that can get them there.
Minute 5: Help them clarify exactly why it is that they're unable to get there. Here you're trying to understand the issues preventing them from getting to their goal. You can then position yourself as the solution.
Minute 6: Figure out what they hope to get from you. If they're expecting something you are likely to be able to offer, that will make it very easy to pitch to them.
Minute 7: Find out the immediacy. If the problem isn't immediate they probably aren't going to buy. A qualified lead is someone who needs what you have to offer right now.
Minute 8-9: Earn their trust and respect. If you've been listening carefully you should now be able to feed back to them exactly what it is they desire, and what it is that's preventing them from getting there. If you can articulate their problems and desires better than they can, they'll immediately associate the solution with you.
Minute 10: The last minute is for you to close the conversation. By now you should know whether they are qualified or not. If they're qualified, you'll want to explain to them what the next step is in your sales funnel.
If they're not right for you, politely let them know. If you know another business that might be able to help them, refer them onwards – you'll earn a lot of goodwill from both parties.
By qualifying your prospect you have established whether your lead is likely to convert and you’ve primed them – so they are ready to be converted.
Copyright © 2015 Shweta Jhajharia is principal coach and founder of The London Coaching Group.
"Andy, you are rubbish at this."
So said my tennis coach, Vicky, last week.
She wanted to know what was going through my mind every time I hit the ball.
So, she had asked me to shout “good”, “bad”, or “OK” every time I hit it.
Now, I'm not very good at tennis. So, I shouted “good” if I got it over the net and “bad” if I didn't.
But she told me: "Your objective is not just to get it over the net. You’re supposed to hit it where I'm not. You aren't just trying to get it in; you’re trying to win the point."
To be honest, I was a bit embarrassed that I needed this pointing out! In fact, I've since found out that everyone else in the world knew this.
But, as soon as I changed my focus, my game improved – almost immediately. I now know what “good” looks like. So I'm aiming for it and often achieving it.
So how does this apply to communication?
Well, if you had to grade each of your communications as “good”, “bad” or “OK”, how would you decide which each was? Would it be whether your communication:
All these are useful, yes. But they aren't the true measure of good communication.
So, here’s my version of Vicky’s advice:
"Your objective is not just to communicate. You’re supposed to trigger actions as a result. You aren't just trying to say things. You’re trying to cause things."
And, once your focus changes to this, like my tennis, your communications will improve – almost immediately. You now know what “good” looks like. So you aim for it. And you will often achieve it.
If I'm being brutally honest, even though I'm focusing on the right things now, Federer could probably still beat me. Probably.
But that’s fine. I'm better than I was. And I always aim for success, not perfection. And, now that I'm focusing on the right thing, I keep improving.
What about you? Will your communications be better today than they were yesterday? Well, if you focus on the right thing – their impact, not their content – you've got a great chance.
Copyright © 2014 Andy Bounds is a communications expert, speaker and the author of The Snowball Effect: Communication Techniques to Make You Unstoppable. You can sign up for his free weekly tips here.
As 2014 draws to a close, here at Donut HQ we’re getting ready to take a short break. It has certainly been a busy year. Across the five Donut websites we’ve published a wealth of blogs, news, guides and articles – all with one aim, to help small business owners, sole traders and entrepreneurs everywhere.
Our thanks go out to all our brilliant blog writers, our generous expert contributors and our valued sponsors and partners. And we’d also like to say a massive thanks to you all for stopping by on a regular basis, for your comments and feedback and for your support on social media.
We will be bringing you more small business news, views, information and advice in 2015. In the meantime, in case you missed anything, you can catch up on some of the things we have learned this year (below).
Have a great festive break – and check out our guide to work-life balance if you need help switching off! See you in 2015.
Editor, Marketing Donut
“Consumers that watch a video of a product are 85% more likely to buy it.”
“41% of shoppers abandon an online shopping cart because of hidden charges.”
“Twitter engagement for brands is 17% higher on weekends and click-through rates are generally highest on weekends and midweek on Wednesdays.”
Andy Bounds reveals the cautionary tale of a brilliant proposal that failed at the first post because of a poor covering email.
“SMEs in the UK are missing out on up to £77bn in annual revenues as a result of not having mobile-optimised websites.”
“Online libel cases have doubled in recent years due to the social media explosion, so don’t think that social media is still a grey area in the eyes of the law — it’s really not.”
“72% of UK customers would ditch their purchase for a competitor if they didn’t get an email reply within one day.”
“You wouldn’t train your in-store staff to constantly shout out brand messages — apart from looking unprofessional, it would drive people away. So why do brands do this on social media?”
“Albert Einstein said: ‘Not everything that counts can be counted, and not everything that can be counted counts’.”
“Google considers over 200 factors when ranking a website and one of those that has become more influential is website and page loading times.”
Rachel Miller is the editor of Marketing Donut.
Pay-per-click advertising campaigns can deliver traffic, click-throughs, conversions and ROI. But managing PPC campaigns effectively also calls for patience, expertise and diligence.
Recently, a client of ours learned just how important it is to make sure AdWords campaigns are set up properly.
For weeks on end, they couldn’t figure out why their organic traffic levels had plummeted. In fact, their organic traffic levels decreased by 45% in just two days.
Such a big and sudden drop in traffic levels is usually triggered by a technical glitch but even though we ran every possible technical audit to figure out what had made such a massive impact on website visitor numbers, we found nothing that could have caused such shockwaves.
We were still wracking our brains when our head of digital had a light bulb moment – incorrect Adwords tracking.
All their paid search had previously been categorised incorrectly as organic traffic until we updated their PLA which fixed the problem.
There are always going to be discrepancies between data in Analytics and Adwords. Analytics is not 100% accurate whereas Adwords is – but they should be relatively on par with one another.
Now that we’ve fixed the problem, the results are accurate. However, the traffic data has been skewed for the year so the business won’t be able to analyse year-on-year stats until April 2015.
If you decide to run a pay-per-click marketing campaign, it’s well worth seeking expert help to ensure it is all set up correctly. If you are a PPC newbie, here are eight top tips for setting up your campaigns:
Copyright © 2014 Lauren Grice, content strategist at web specialists, Bespoke.
Consumer Regulations Guide for online businesses created by IT & IP Law Firm Waterfront Solicitors LLP who provide expert advice on Commercial Contracts.
Online video on mobile is fast becoming one of the most influential marketing channels.
Recent research from eMarketer reveals that consumers in the United States spend almost an hour, on average, watching digital video every day – that’s up from just six minutes in 2010. In the UK, advertisers are spending £316 million this year on digital video ads – a figure which is expected to double within four years.
But it’s not just the big firms that are benefiting from this surge in mobile video advertising. Thanks to more affordable technology, small businesses can also take advantage of the opportunities that mobile video offers.
Surfing on mobile is increasing and it’s clear that mobile is driving consumer behaviour. BuzzCity’s study of mobile video consumption shows that 84% of mobile surfers watch videos on their handsets.
Better telecoms infrastructure is driving the growth. In the UK, between 2013 and 2014, the number of active 4G mobile subscribers jumped nearly 19-fold to over six million.
In addition, carriers are offering better rates, independent video sharing sites are expanding and smartphones now have bigger screens and faster processors. So it’s no surprise that social media sites like Instagram, Facebook and Flickr, which started with photos, have expanded to include video.
The empowering tool is the power of sound and moving pictures; these appeal to our senses and create an emotional quality that is highly engaging. What’s key for small firms is that this relies more on creativity than on budgets; creating powerful videos has never been easier.
The opportunity is not new, of course, and many brands, such as the Dove Campaign for Real Beauty, have created powerful viral video strategies. In addition, Honda has used music videos as a promotional tool and Harley Davidson has encouraged user-generated video to build its brand presence online.
In many ways though, these brands follow the traditional “branding on TV” route. Digital video, on the other hand, promises the same emotional response with the practicality of direct response. Advertisers can inspire engagement with mobile surfers and then track their spending. This is an added bonus for small businesses, enabling them to budget more effectively in line with results.
Data and analytics are vital. But advertisers also need to be mindful that the user experience of video is subjective. The only way to get engagement is to create content that people really care about or are interested in. This is more of an art than a science and it’s not something that can always be quantified.
This is what makes mobile video accessible to businesses of all sizes – it’s not the size of the budget which counts but the combination of strategy, measurement and creativity.
Copyright © 2014 Dr K F Lai, ceo of BuzzCity.