Congratulations, your marketing has grabbed the attention of your target audience. It’s got them interested by showing them you understand them and you can help. You’ve engaged them through evidence and used stories during the sales process to demonstrate you can deliver on your promises. Throughout the process you’ve worked to manage the levels of perceived risk in their minds and your ideal client has signed on the dotted line. Now what do you do?
Sell some more
How can you use your latest sale to generate more? What are your options?
Gain a bigger share of their spend
When they signed on the dotted line, I doubt they signed for every service you can provide them. Although it is unlikely they will sign for another service straight away, you can work on demonstrating firstly that they made the right decision to use your services. After that you have the opportunity to discuss how the rest of your portfolio can also help them.
Follow the process again:
Generate awareness – do they even know what else they can get from you?
- Educate them on two things:
- How they will benefit from using more of what you provide.
- How they will suffer if they don’t.
Prove to them that you have helped others, particularly their peers, with similar issues to theirs
Once they start talking to you, tell them the stories they need to hear
Give them the right deal
Remember that the level of risk in their minds will be far lower this time because they’ve already bought from you.
Ask them to spread the word
Once they have experienced how good your services are, ask them to tell their network. You’ve shown you can deliver and that their reputation is safe in your hands. They will know other people who have similar issues to their’s.
They may be proactive in providing referrals, but the chances are you will need to ask them. I know it’s always a worry (because they might say now) but if you time the question right (just after you deliver a great result), the chances are high they will do what you ask.
Use the Evidence
The 3rd stage above uses evidence to help your target audience make the right decision. You need to generate a regular flow of evidence that will help future prospects to buy from you. The sale you’ve just made can become the latest evidence.
Keep Talking to them
Just because someone has bought from you doesn’t mean they will continue to buy from you. Whether that is a repeat purchase or something else, there are others who they can buy from.
A recent project of mine identified that my client was only generating a 5% repeat purchase rate. They were good at generating that first sale, but then didn’t talk to them anymore. We implemented a programme of email communication to both educate buyers on how to get the best from their purchase and to inform them of what else they can buy. Simply by setting up a programme of continual communication, the repeat purchase rate increased to over 10% in less than 6 months – for a product range you are unlikely to replace for at least 5 years.
Sales in a B2B environment are not something that happen every day so making the best use of the sales you do make is key if you are to really grow the business.
I hope this helps.