When nurturing prospects through the sales funnel, it’s tempting to rush the process. After all, closing the deal is the goal. Well, yes and no. Selling has evolved in the information age from supply and demand to the art of education and relationship building. Talking to prospects about their challenges— instead of talking at them about your solutions—wins the day.
What I’m suggesting is dump the sales-y content pitches in the middle and bottom of the funnel in favor of continuing education. To do otherwise is to interrupt the conversation you started at the top of the funnel.
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When that prospect first discovered your online presence, your willingness to freely provide information without expectation made their life easier. They could look around without a pushy salesperson waiting in the wings. You simply gave them what they needed to make up their own minds instead of giving them a sales pitch.
That’s the mindset you need to take into the middle and bottom funnel conversations, especially as it pertains to email blasts and content offer messaging. By the time a prospect reaches the middle funnel, they’re curious about how and why your solution would best solve their challenge. Reach out with the tools a prospect needs to evaluate your product or service to their satisfaction, like a case study, video or fact sheet. Many times this proactive, educational step answers a prospect’s questions or clears up any of their lingering uncertainties while simultaneously removing that sales pitch “feel.” Why? You’ve established a comfort level. A relationship.
Relationships Foster Leads' "Ready to Buy" Mentality
And the deeper your relationship is with your prospects, the more likely they are to buy from you rather than the competitor they don’t know as well, if at all. This “ready to buy” talk can only mean a prospect has circled into the bottom of the funnel. At the bottom of the funnel, it’s a matter of validating their instincts about your solution being the right fit for their need, and giving them a reason to trust you with their brand and reputation. That’s a big commitment, and no prospect has ever rushed that decision.
Again—empower, don’t sell. Provide an offer that requires a prospect’s action. Have your leads:
Accept your invitation for a free demonstration
Request an estimate
Cash in on a limited-time discount
Receive a free assessment
Get a quote
BoFu Offers: "Leave the Sale in the Prospect's Hands."
Leave the sale, quite literally, in a prospect’s hands. They feel in control of the process and, when taken together with the confidence your educational nurturing and relationship building instilled, they’re likely to conclude your company is the right choice. They made up their mind without feeling pressured, and you made a sale without selling. Win-win!
Posted by Vicki Woschnick
An experienced writer and content planner, Vicki has a variety of client-side and agency experience in all of Weidert Group's service areas. She is highly adept at learning various industrial niches and producing effective content on behalf of clients. In Weidert Group's inbound marketing programs, Vicki plays a major role in crafting blog-form articles as well as downloadable advanced content offers.