You’ve done your research on your company’s target market and keep good track of their common characteristics for your marketing campaigns, but you’ve found many of them still aren’t making purchases from you. They’re able to afford your products and services, yet your sales numbers aren’t what you’d like them to be.
Some of your prospects may even be buying from your direct competitors. In most cases, the root causes have to do with your marketing approach, and the following will cover the most common issues as well as suggestions for resolving them.
You May Be Targeting the Wrong Audience
* Even with knowledge of customer demographics, you can still have missing information as far as individualcustomer needs and concerns. More direct communication with your current and prospective customers will help you better understand these details about what matters the most to them. With this improved insight, you can then create better campaigns that address the needs of this expanded audience.
* Once you’re able to determine the exact product features and benefits your target customers are looking for, you can demonstrate how your products and associated services fit these requirements. When making presentations to this expanded target audience, it’s important to point out how your product features are superior to those of your competitors, whenever possible.
Adjusting Your Marketing Strategy
* Your current marketing strategy may be based on solid research, but it can still target your key prospects at the wrong stage in their buying cycle. If the bulk of your sales pitch is delivered too early, you may put off some of your prospects who would prefer to gather more information on their own first. Targeting them too late in the purchase process is also ineffective because most have already made up their minds as far as whether to buy from you.
* To avoid selling at the wrong time in the buying cycle of your clients, it’s important to stay in frequent contactwith your repeat customers and to build trusted relationships with them. This step involves knowing of compelling events that may trigger a buying decision and presenting your next marketing messages accordingly. A number of tactics are available for this objective, including direct marketing, email opt-in newsletters, and various types of social media marketing.
Increasing Trust and Credibility
* Bringing in new customers is challenging, and keeping them can be even more of a challenging, but building a successful base of the right prospects is possible. The key is to convince them why they should purchase from your business instead of from your competitions, and credibility comes from giving them concrete reasons. One definite mistake is to use aggressive sales tactics, which is off-putting to many of your leads.
* Instead, use wording that makes them feel comfortable and that brings up issues that are most important to them. This overall marketing approach is known as lead nurturing, and it signals you are invested in more than simply getting each customer to open their wallets. The more you’re able to convince them you arecommitted to building meaningful relationships with them, the higher the chances they’ll contact your company the next time they have a need for your products or services.
You are Relying on Wrong Unactionable Data
* Ensuring that your CRM application continuously rely on actionable data so that your marketing and sales professionals are always set for productive, meaningful, revenue-generating customer facing activity is key.
* From the data source to the point of its consumption, you have to be able to intelligently identify flaws and misrepresentations of contact and company data and optimize them.
Consider solutions like RingLead, where business professionals can run most crucial data tasks, including sourcing of new data to overcome data incompleteness or decay, verifying , normalizing, segmenting, anddeduping customer related records, and optimizing lead routing and matching. This allows the most modern business practices such as account based marketing, inside sales management, lead scoring and predictive analytics to perform in the best possible way.
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