8 Ways to Build Trust with Your Leads

The best way to sell a product is by turning your leads into customers. Lead nurturing campaigns are the best thing to happen for sales. It has been proven that when you nurture your leads before converting them, they will buy from you more often and be loyal customers in the long-term. Lead nurturing is a critical component of any successful sales strategy because it helps companies grow their business and increase revenue.

Generate Lead Qualification Scores

The purpose of lead qualification scores is to generate a predictive model for who might be good leads. The objective of lead qualification scoring is to reduce false positives by giving you a chance to sift through the potential prospects. Lead qualification score doesn’t rely on any particular metric or number, but instead calculates based on several criteria.

Keep Your Leads Informed

Effective communication is an important component of any successful business, but it’s especially important when you’re just getting to know potential leads. With that in mind, here are some communication tips that will help you maintain a relationship with your leads.

• Keep them informed: Communicate regularly about new features and changes to the company, new offers and promotions, partner companies or new products. This way your leads never feel like they’re missing anything.
• Include them: Send surveys or polls on relevant topics, like the product/service you offer or your ideal customer profile. Let them provide feedback to help you better understand their unique needs (and let them feel like they’re part of the decision-making process).
• Ask them: Offer incentives or rewards for sharing demographic information, such as location and interests. This will help you get to know them better, and in turn, they’ll feel like a more valued part of the company.
• Engage with their communities: Find out which social media platforms your leads are most active on and use those to engage with them. This can be done by offering offers, sharing information or asking for feedback on new features.
• Make it personal: Add a human element to the relationship by sending personalized email messages to each lead based on their behavior, demographics and interests. Personalizing your emails will help you build rapport with your leads because they’ll feel like you’re speaking directly to them (rather than at them).

Have Clear Calls-to-Action on Every Page of Your Site

This is important for many reasons. You’ll want to direct potential customers to take specific actions, such as signing up for your newsletter, filling out a lead form or buying a product.

It’s vital to make these calls-to-action clear, because if they’re not clear, your visitors likely won’t take the desired action. Call-to-actions you place on your website can easily be reworded or refined over time. As an example, if you run a SaaS business and are currently offering a free trial to your service, you can make a call-to-action that’s as simple as “Start My Free Trial” or something similar.

Offer a Free Product and/or Service

Provide content that is valuable to your audience.

Offer a free product or service. Send them a sample, a coupon, a free consultation. Offer something they can use and if possible, will likely be willing to share with friends and family who might need the same service or product.

Initiate Contact Quickly and Early in the Sales Process

One of the most important things in the sales process is initiating contact with a lead as soon as possible, and early in the process. In order to be able to qualify a lead, you’ll need to get in touch with them quickly. That might mean responding to any inquiries they have about your product or service, following up on any website visits, or engaging in social media conversations.

Initiating contact early helps you better identify which leads are serious buyers and which ones are just window shopping or not showing much interest. It also requires you to think about what you’re going to say when contacting a lead for the first time, because if your first interaction doesn’t go well it may be too late to make another attempt at contacts.

Give Competent Product Recommendations and Advice

One of the most important things that a company can do is to let their customers know that they care about them. A lot of companies do this by following up with the customer about the product or service they bought from them.

Another way a company has been able to provide quality, helpful information is by establishing a web-based blog where people can go for more information on products. In addition, many of these blogs offer content that helps people with questions related to various aspects of life such as diet, sports, parenting and finance at no cost.

Send Incremental Amounts of Content

Drive more engagement by sending incremental amounts of content. The psychological principle behind it is that we want to keep getting into that “fertilizer” habit. For example, if you send an email with four links, don’t wait a week to send another one — send another one in 24 hours.

You can also vary the amount of content. If an email has four links, send a follow-up with three links. Then six days later, send another email with three links and so on.

Make Sure You’re Focused on What They Really Want

The first thing to make sure you do is make sure you understand what your leads want. You should always ask them questions like: “What do you like the most about our product?” and “What would make it easier for us to work together?”

Now, you should adjust your strategy according to their answers, and change the way that you communicate with them. Ask if they’d prefer phone calls or emails to reach out, or maybe a combination of both.

Consider what kind of content they’re looking for and how often they’ll be happy with receiving it. Changing up an email campaign every week makes sure they’re not getting bored reading the same message over and over again!

Wrapping it Up

Building trust with your leads isn’t just about being nice or having a great product. It’s also about understanding how they think and what motivates them to buy from you.

The 8 tips listed will help you drive more sales by learning the psychology behind creating an effective digital marketing plan, especially if you’re new to the game of online selling. If this sounds daunting, don’t worry!

We can partner with you to create a stellar SEO or marketing plan that drives sales by considering how your customers think. Which of these cognitive neuroscience principles have you applied to increase your product sales?