Not everyone will buy at the first sales meeting. Inertia, lack of time, other more pressing matters to deal with, budget constraints – there are many valid reasons why the first sales meeting does not immediately lead to a sale. Yet according to research only 20% of sales leads are ever followed up. That’s a shining pile of sales opportunity lost without a trace, simply due to lack of good follow up.
Valuable content makes for perfect sales follow-up. Instead of strong-arm closing or increasingly desperate demands for a decision, keep the dialogue open by sending your prospect information that they will value – the ‘saw this and thought of you’ strategy.
- Send a link to industry news and research that proves the urgency of the approach you recommended.
- Write an article that reminds them of the benefits of your solution and nudges them towards the sale.
- Invite them to join your mailing list and send valuable newsletters and updates build trust and keep you front of mind until they are ready to buy.
Valuable content can also be used at the proposal / presentation stage and to keep in touch after putting in a proposal without seeming pushy. The content has to stay relevant. If the client feels that they have been put on a database and sent a generic email you will lose their credibility and enthusiasm. Be valuable, stay relevant.
Valuable content can really ease the sales process at every step. Use it to help you open doors, nurture those leads and build stronger relationships with clients and customers.