Generating Leads in the Era of Overwhelm
In the old days, sales depended on a concept called “information scarcity.” People outside your industry didn’t know what was available and weren’t sure how to make a decision. So, the nice salespeople helped them see all of this information through a favorable lens that hopefully led to “just sign here.”
Then some technology happened. Search engines and billions of web pages changed the situation to “information abundance.” Now everybody has access to every detail about your services and products. Sales teams at first said, “Wait, this is bad.” The other side, however, is that informed consumers often start the sales process prepared to buy big-ticket items. In fact, a Forrester study said that buyers can be two-thirds to 90-percent toward their final decision before they reach the company sales office.
They get to this point, in a sense, on their own. With so much information available, consumers in “overwhelm mode” often tune-out traditional media. But they do still want what they want, so they go looking for it – sending out keywords for the solutions they need.
Because customers are looking for you, your digital presence needs the answers they are seeking. Content on your website and in Social Media should establish your credentials, present your value, describe your products and services, promote the benefits customers receive – and lead them into their next step (such as scheduling an appointment).
This digital presence also includes aspects you can influence but can’t control – including customer reviews. Consumers trust word-of-mouth over marketing messages, and they also look for this as they consider their response. For those who aren’t ready to buy, a lead-nurturing strategy such as a drip email campaign will help you build the relationship, earn trust and eventually earn the sale.