How to Effectively Drive Prospect Engagement
You may have a strategy to make a sale, but what about the period after the sale? Keeping clients engaged after a sale is made is equally important as it is the window to future opportunities.
Engaging with prospective customers assumes another level of significance as they are half convinced and might need a slight push to bring them on to your side.
Driving this engagement demands the creation of a winning strategy that requires careful planning and execution. Here are a few tips that can help you drive engagement and help nurture your leads:
Form a bond
It always helps to form a bond with prospective customers to get an insight into their thinking. Be transparent about the information prospects seek, as they will then find it easy to establish faith and confidence in your business. Try and thoroughly understand their needs and expectations. Then highlight the features of your product or service and tell them how it will be beneficial in solving their problem. Once you have made them comfortable and familiar with your business, making the sale will be relatively easy.
Think long term
Making a sale is not considered a short-term goal anymore. It extends beyond forming a long-term relationship where clients look to you for effective and quick after-sales services. By showing that you care even about a sale is made, clients will likely return to you for their next requirement or recommend you to their contacts. Nurturing leads should thus be a top priority in your strategy that should not be compromised at any cost.
Get the questions right
Asking the right questions will not only help you devise a successful strategy but also go to show your prospects that you have done your homework and are serious about your offerings. Garnering details about their budget, objectives, challenges, and goals will help you recommend a well-suited solution for them. That way, you stand a chance to not just meet but exceed expectations. However, avoid questions that make prospects uncomfortable, or make them question your credibility and capabilities. Avoid language that sounds manipulative or high-handed.
Devise a successful strategy
You need to keep your prospects engaged at all costs. This can be achieved by devising a sales effectiveness strategy that focuses on establishing credibility, showcasing thought leadership traits, and displaying where you score over competitors. However, it is important to avoid sounding pompous. Highlight how a client stands to gain from your products and services and back it up with some case studies or testimonials of satisfied clients. Also, always show your prospects that you are open to feedback at any stage. Ensure that communication lines are always open and that emails and queries through other channels are addressed at the earliest.
In account-based selling such as this, making the sale is does not complete the job. Keeping engagement alive with clients and even with prospective clients, as they demonstrate the intent of positive action in the future becomes essential. Always remember to nurture the lead as this helps form a lasting bond that could translate to bigger rewards in the future.
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About the Author
CEO & Co-Founder, DemandFarm
Milind is CEO & Co-Founder of DemandFarm. Having practiced and evolved the ‘account farming’ principle for over a decade he established DemandFarm and is passionate about delivering the best B2B key account management tool to serve the needs of key account managers. Milind also serves on the Board of LeadEnrich & is a Strategic Adviser.