Lead Generation 1

Why Timing is Everything in Sales

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One of the key concepts behind lead generation and the lead cycle is timing. Managing your leads correctly is all about understanding what point your readers are at and how they are likely to respond to your offers at any given time. This is key to understand but too many people overlook it. Very often, we think about sales in terms of who is likely to buy from us and who isn’t. Someone is either a likely buyer, or they aren’t and there is no in-between! In fact though, someone can be likely to buy one day and not likely at all to buy the very next day! Approaching your leads at the right time is key to making this difference.

Cold Sales Never Work
This is why trying to make cold sales is almost always going to be met with failure. Too often, companies try to convert every single person that lands on their website into customers by having a strong sales pitch front and center. This is essentially cold selling because most of those visitors will never have heard about them before. If you’ve done your marketing correctly using SEO or PPC, then hopefully the people on your website should have demonstrated some kind of interest in your brand and they should at least like the niche that you’re writing about. If you have a fitness site for instance, then you should be able to assume that most people visiting it will have a passing interest in fitness.


But this alone is not enough to ensure that people will want to buy from you. If you’re selling a protein shake and someone lands on your site when they are ‘cutting’ for example, or when they have just bought their protein shake, then they aren’t likely to buy from you. If all your site is is a big sales pitch, then chances are that these visitors are simply going to leave and then not come back. This is why it’s so important that you offer something more – and specifically that you offer value and entertainment. This way, those visitors will stay on your site and will keep visiting back until they are ready to make the purchase and they see your item! What’s more, the fact that you are consistently providing that entertainment and value means that they are much more likely to become more interested in your product over time.

Using Remarketing to Target Qualified Leads – The Good and the Bad
Remarketing is a term used in internet marketing that essentially means marketing to people who have already had some kind of interaction with your brand and who have already shown an interest in a product or service you provide. Most often, when we think of marketing, we think of increasing our brand awareness and visibility. This means that we’re going to be predominantly trying to reach people who have never heard of our business in order to familiarize them with who we are and what we do. Remarketing conversely means marketing to people who already have shown an interest and maybe even lingered and looked at a store listing for a particular product. Chances are you will have encountered this type of marketing yourself when browsing the web. If you’ve ever spent time looking at holidays on travel sites for instance, then you might notice adverts for those very same destinations and hotels appearing on Facebook and Google!


The Benefits
The benefit of this type of advertising is that it is targeting qualified leads and potentially converting them to paying customers. If someone has seen your product online and has spent time looking at it, it probably means they’re likely to want to buy it. Perhaps something then distracted them or took their attention away. By using Google AdWords, you can reach back out to those same people and try to remind them that your product is still there – perhaps at a time when they’re able to make the purchase without interruption. You can do this through Google AdWords but it’s also possible to do the same thing with CRM software. In this case, you’ll be tracking which of your subscribers spends time on which of your pages. You can then look at those customers that are checking out your products and give a high lead score to the ones that have shown an interest in buying.

The Downsides
Keep in mind though that this isn’t a flawless system. While some of your qualified leads will be people who wanted to buy but didn’t get the chance, you’ll also be marketing to people who have already bought the same product from your competition – or who looked at your product and decided they didn’t want it. This also means that you’re not creating new leads with that money, which some companies will find more beneficial. As ever, the best approach is a mixed one that combines multiple strategies into one…………………….

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