Sales Engagement on Your Website

 

Someone sees an idea from a friend on Twitter about your market or industry. They click.

Perhaps, they search with keywords specific to your product or service offering. Then they see one of the pages from your website pop up.

You may have your Google Analytics set up or other underlying tools to help you understand your traffic. But how many of those visitors did not find what they were looking for? If you have a high bounce rate where people come and leave, then all that work on your website did not invite an exploratory or inviting buyer flow.

There’s typically a gap. The website is a front door for new visitors from search and social media sites to understand who you are and what you do. But that part of the process goes largely unassisted. You are depending on the website visitor to navigate your site and find things for themselves. And like everyone else, they look at hundreds of sites in a given week.

Sure, you can lay out the site according to industry practices with the About page and Contact form. But that step to reach out may require more trust and if you are not getting contacted then your sales conversion process is broken. You are not getting strangers to take the initiative to get into a conversation.

Isn’t the goal of your website to get into a selling conversation? You get visitors that leave. That’s not effective. They may never come back.

What if you could start the conversation earlier while they are visiting and provide an assisted experience? What if you could move website visitors from inattention to full engagement with your offering and educate your site visitors?

You would fill the gap with information and insights. But you do need to have a system and strategy that makes sense for driving continuous sales conversions.

Want to learn how to fill that gap between visitors to sales conversations so you get a weekly pipeline of sales opportunities? Let’s talk.

Converting the Middle of the Funnel

How are you optimizing the middle of your sales funnel?

The middle of the funnel is where sales lead nurturing and follow-up happen. After you get interest from initial contacts from your inbound or outbound selling, there is a phase of trust-building which requires consistency and strategic touches.

The best kind of salespeople to work this sales process are service-oriented people that want to provide a high level of personal service and care.

While you may have gotten attention in the beginning, you now have the job of organizing the pipeline of interested sales opportunities and nurture them with content, information and relationship building.

The failure point in the middle of the sales funnel comes down to people. You want timeliness and relevant information consistently. Ultimately, you are asking people to perform like machines when it comes to sales conversion in the middle of the funnel.

Some of the challenge to gain consistency is to use marketing automation which triggers messaging based on sales prospect behaviors such as a page visit, a clicked link or even no response after a period of time.

The success that sales organizations have had vary based on the management of systems, process and content. It’s a highly involved process that requires full engagement and analysis of sales conversion milestones.

Did buyers move to expected next steps?

Is the ordering, format and presentation of content optimized?

Do salespeople work productively to follow-up 5-12 times?

Are all the buyer profiles captured and accounted for in customer journeys?

Your middle of the funnel approach is not a one and done. It is an ongoing strategic and analytical approach. You let the data accumulated from marketing automation systems and your inside sales team’s follow-up tell you how to adjust your approach.

Ultimately, the goal is to set up a bottom of the funnel event such as a presentation, closing conversation or executive handoff.

Do you have the right systems and talent to make your middle of the funnel process work?

Missing Intelligent Sales Data

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The amount of data that is being produced and captured by internet buyers is stunning. There’s a concept of infinite computing makes it possible for anyone to set up a shop and start selling because computing power is ubiquitous and endless while cost is dramatically low.

In this kind of world, we can track information and we have this in analytics, sales funnels and digital marketing algorithms via marketing automation and a number of embedded technologies that face the buyer.

The problem is less about having data and more about how to make meaning of the big data that is flooding your sites every day. You are missing intelligence when you cannot predict what will happen in the next month or quarter as well as take the actions on your product line, sales process and engagement approach that your data is telling you.

Selling by working harder is a terrible, inferior strategy to being able to analyze, predict and optimize a selling approach based on how visitors and buyers behave before and after sales decisions and purchases.

Wouldn’t you like to know what the right product sequencing would be? Or which demographic to focus your messaging towards at what time?

What about being able to decipher whether you will meet your next quarter goals with 90% certainty?

Imagine your data being analyzed with statistical tools and predictive capabilities based on transforming behaviors as well as how your customer engages your company.

This kind of intelligence keeps you from wasting money, time and energy in the wrong areas. You gain an unfair advantage by looking behind the veil and creating predictability. This is possible if you approach selling with insights from your data rather than applying simple determination and harder effort.

Take stock of your own strategy. How will you double or triple your revenue? Contact us and find out how this could be an unfair advantage for your store or business.