Guest post by Darko Dodig.
When talking to prospective clients online, you still need all the basic elements of a good sales pitch, but you need to use different tools to deliver them. It’s all about adapting to the constantly changing digital business landscape and trying to create the best customer experience.
Image credit: Andrea Piacquadio
However, engaging with prospects and establishing meaningful relationships with them online can be challenging. There’s no personal contact and they can’t “feel” the emotion you’re trying to convey. That’s why you have to find a way to bridge that gap and take a customer-centric approach to overcome the “limitations” of doing business online.
Here’s what you can do.
1. Adjust your approach depending on the channel.
Websites include multiple communication channels such as AI chatbots, live chat, email, messenger apps, etc.. Each of these requires a different approach depending on the channel and the potential customer. Companies should include as many contact channels as feasible on their sites.
However, different channels are used by specific demographics, and you need to adjust your approach accordingly. For example, people aged 18 to 49 mainly use video chat, and this metric alone can help you understand who you’re talking to and how.
Analyze each metric individually and see who your customers are while considering the objectives and preferences behind why people choose a specific platform. With this approach, you will find it easier to engage prospective buyers.
2. Include a call to action.
Regardless of the channel, it’s important to include a CTA that encourages prospects to provide their contact information or do business with you. As much as you want to be helpful, provide meaningful information, or be casual while talking to potential customers, it’s always helpful to remind them why they’re here.
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You can implement CTA buttons on some channels, with some allowing you to do this directly during a conversation. No matter what type of channel or CTA you’re using, there are a few best practices to keep in mind:
- Have clear intentions and be direct;
- Make CTA buttons clear and stand out from all the other visuals;
- Keep it short;
- Test the performance of CTA buttons using A/B testing and other analytical tools; and
- Use strong verbs like “download,” “subscribe,” “learn,” “get,” “try,” “start my trial,” etc..
3. Approach every potential customer individually.
Knowing your work and what to expect is a good thing, but companies shouldn’t make assumptions when talking to clients and try to implement a one-size-fits-all approach. About 79% of customers want to buy their products only from brands that truly care about them.
One of the best ways to demonstrate that care is to take a personalized approach. Communicating with each individual in a customized manner allows for more meaningful connections. Use the prospect’s first name when engaging, use any information you already know about them to customize your responses, determine what issues they have personally, and work to understand their unique needs.
4. Make concerns and issues a priority.
Many companies are eager to talk to happy customers who provide them with testimonials and great reviews. However, if you’re going to get an advantage over your competition, you need to make an effort to turn any dissatisfied customers into your brand ambassadors.
Show your dedication by working on their issues and providing solutions. Instead of trying to spin negative reviews or comments online, reach out to those individuals directly and see if you can resolve the problem with an honest, authentic approach.
5. Simplify your approach.
If your customer support involves extensive descriptions and technical issues, explaining them can be challenging. Use simplified approaches like analogies to offer clear explanations. Don’t expect your customer to be an expert on your product.
In B2B marketing, your customers are often fairly sophisticated buyers, and you can lay out all of your knowledge to establish expertise. B2C companies, on the other hand, should use simpler language in general so the average customer can understand your offers, services, and features of your products.
6. Make it personal.
A transactional tone feels fake and empty. Prospective clients want to know you’re a real business with real employees. Open up with a professional tone but slowly build a personal tone to relax your potential customers and show them that you’re there for them.
Transitioning to common language isn’t a bad thing, especially if your customer is already communicating in this manner.
7. Be patient.
Giving the same answers repeatedly can be tiring, but companies need to treat each new customer the same and invest the time to alleviate any doubts. Customers hate it when companies patronize them.
Remember, you’re here to give them the information they need and steer them in the right direction. If you’re impatient and customers notice this, they will likely go to another business.
8. Tell them “why.”
Making a clear case for all your arguments is vital in convincing customers to check out your business and showcase your expertise. Customers often want to understand the whole picture of what they are getting or how your services work.
Don’t just offer them a sales pitch and the core benefits. Talk about how those benefits are achieved and map out the full scope of your offer.
9. Share vital information.
Sometimes, you must provide documents, videos, or images, so make sure to have those ready regardless of your channel. Explaining certain concepts via email or on live chat can be extremely difficult.
In some cases it’s simply best to share content that can answer all of your prospect’s questions and schedule a conversation for the next day so your potential customers can review all the information they need to make the right decision.
10. Make an effort to listen.
People appreciate it when someone works to understand them and their problems. Customers come first, which is it works best when you ask questions then let them talk. Listen to their answers and use that knowledge to ask smart follow-up questions. That makes prospects feel valued and gives you all the information you need to understand their problems and address their concerns.
Conclusion
Your website is far more than just a static presentation of information about your company and offerings. It’s a powerful online tool you can use to engage prospective customers and create the foundation for long-lasting relationships. No matter how many channels you can handle, make sure you establish excellent communication practices that can turn visitors into loyal customers. How many points on our list does your website check?
Darko Dodig is a business consultant and search engine algorithm expert with over 15 years of experience. His education is in computer engineering, search engine algorithm analysis, and business marketing. Darko’s passion is helping organizations that are involved in activities that contribute to the betterment of our communities and our planet succeed on the web.
Hi Tom,
This post is well-timed because every business, whether eCommerce, SaaS subscription product, affiliate marketer, and the like, want to make sales. And the key to sales success is excellent communication and the ability to generate data and provide information in ways that make potential buyers purchase your product or subscribe to your services.
Remember, communicating with sales prospects involves talking to them and getting them to speak to you about their concerns. And then use the information to address those concerns.
It means understanding your target buyer and giving them a reason to work with you. So, determine how they consume content, what excites them, and what communication channel and style works best for them. Then modify your marketing and communication strategies to accommodate those factors.
You know it, Moss. Understanding your customer is at the core of effective sales communication regardless of the channel. Online avenues add their own challenges to demonstrating empathy and authenticity. But hopefully this post is helpful in that regard.