Choosing the Tools to Make Your Sales Process Super-Effective
by Nancy J. Wagner

The 4-step sales process works because you keep prospects in the pipeline while you complete projects or sell products to those who you’ve converted into customers. In other words, work the 4-step sales process consistently, and you’ll eliminate the “feast vs. famine” pattern many small businesses experience . Plus, put your plan into action, and it’s just a matter of completing the tasks involved rather than developing a new marketing campaign every time you find you need more customers.

Different marketing tools may be used in each step of the 4-step sales process, but each tool needs to achieve its goal, whether it’s attracting prospects in the first place, converting them to customers, or encouraging customers to buy more. Here are a few of the marketing tools that can be used during each step of the process:

1. Attract prospects with something FREE to obtain their mailing/email address. Free stuff includes info, tips, articles, newsletters, product info, a service kit, promo item, short consulting session or product samples, etc. Use these tools to offer the free stuff to get their mailing address:
Ads
Direct mail packages or sales letters
w/return postcard
Email campaigns
Direct mail postcards
Flyers

2. Consistently market to prospects. Make sure any tools you use constantly point out the benefits of your products/services.
eNewsletters or email campaigns
Newsletters
Direct mail postcards
Press releases
Pertinent articles
Coupons/Flyers

3. Provide excellent customer service.
Stay in touch with your customer throughout the buying process and use these tools during and after the transaction:
Thank you note
Postcard, letter or email
Customer satisfaction survey or phone call

4. Consistently market to customers.
See #2 above, but make sure the message clearly speaks to the customer and not just your prospects. Remember, your prospects likely came to you for a different reason than they are now returning for.

For example, let’s say you sell used office furniture. The prospect may have come to you because they needed a desk and you offered a good price. When they come back, they may still need more furniture, but they will also be more inclined to return to you because you met their deadline and budget and were easy to work with. Those reasons need to be clearly expressed to customers to encourage repeat purchases.

We can help you develop or redesign the marketing tools and website you need to fit your company’s sales process. To start a discussion on your project, please give Nancy a call at 425-415-6427 or email her at nancy@cuttothechasemarketing.com.