Most conversations about online sales and marketing revolve around the seller. How do we best present ourselves, our product, and our pitch?
Yet, the best salespeople aren’t thinking about themselves at all.
The best online salespeople are thinking about how to make a potential customer feel more like a person.
According to Monetate.com, “40% of consumers buy more from retailers who personalize the shopping experience.” This means that 40% of your potential customers spend their money with those who treat them like a person instead of just another faceless customer.
With that in mind, here are 3 painless ways to personalize your sales process for your customers that any company can execute. As you’ll quickly see, the key is to find small ways to improve every stage of your prospect’s experience, from the first point of contact to the last.
1. Take Your Sales Tracking To the Next Level
By tracking your prospect’s activity with Populr, you can easily see if they’ve opened the materials you emailed them and how long they’ve spent reading it. You’ll know if they read your emails and pages and if they downloaded any attached files. A tool like this makes your followup far more intelligent because you can tailor your responses based on where they are in your sales process.
For example, you can easily track whether or not your prospect opened, viewed and download your proposal after a few days. If they haven’t opened it, you can send them a quick reminder to review your proposal. If they did check it out, you can see exactly what they looked at on Populr Analytics and for how long. That way you know what they’re interested in and how to tailor your follow up email or call.
You’ll notice in the example of Populr’s analytics below, you can scroll over each email on the left and see the individual analytics for each person that visited the page. You can also see where they clicked how and much time they spent.
2. Don’t Rely on the Contract to do the Selling
Prospects want to have a tangible picture in their mind of what they can expect from you. Instead of including a list of deliverables in a proposal or contract, give them a peek of what’s on the other side. Show them the deliverables they can expect as soon as they sign the contract. You can give them a standardized template that walks them through the first month of working together.
This positions you as a partner instead of a vendor, and it’ll also show your prospects that you are always a step ahead.
Here’s a simple, web-based onboarding template from Populr that you can easily personalize and share with new prospects.
3. Surprise and Delight
One way to improve your customers’ experience and create advocates is something you can start doing right now. And it doesn’t cost a penny. Find small ways to go those extra couple feet, not even the extra mile. Even a small, meaningful interaction with the client can make all the difference. Or as Napolean Hill says it, “people buy personalities and ideas much more quickly than they buy merchandise.”
Here are a few examples:
Add a little personality to your emails. Check out this email below from Nuts.com. Notice all of the places they squeezed in their personality in what would have been a boring product delivery confirmation email.
Give small and unexpected gifts to clients. You don’t have to be Zappos to empower your salespeople to make someone’s day. Something small like a $5 gift card to Starbucks (below) or an unexpected discount can turn a one-time buyer into a life-long customer and advocate.
Your documents and processes shouldn’t remove you from your prospects, they should free up time so you can focus on serving your prospects. If you’re looking to create deeper connections with your prospects, start with these three simple steps in your sales process. Then watch how they can spread throughout the entire lifecycle of the client.