Customize fulfillment materials for the prospect’s place in the buying cycle: Customers are increasingly dissatisfied with irrelevant and boiler plate information. They want information that is personal and applies directly to their businesses. This can be more expensive, but consider this: Research shows that improving the speed of response, personalizing information and ensuring customers get what they requested increases sales conversion by 10 percent to 25 percent.
Ask leads how you’re doing: It’s widely accepted that organizations should gauge the satisfaction of their current customers, but finding out how you’re doing from prospects also can have direct impact on a sale. Did they receive a follow-up from sales? Has their buying timeframe changed? What products are they evaluating? When the sales team can’t get the answers directly, a short, simple survey initiated by marketing or customer service can do the trick and get information that makes a real bottom-line impact.
Build relationships over time: Segment your lead database by industry, profession, size or budget and use direct marketing to “speak” to these individual’s needs. It will build credibility and a relationship, which is imperative in times when businesses are bombarded with marketing messages.