In the movie Batman Forever, Bruce Wayne didn't just show us how to save Gotham City--he also showed us how to sell to board room executives. In the video below, Edward Nigma (later know as The Riddler) was trying to sell Bruce on his concept for a new type of television. Watch the video and pay close attention to the missed opportunity. Then keep reading to learn how to sell like Batman.
This article is courtesy of MarketingSherpa, from a recent case study.
SUMMARY: A long-term, strategic lead generation plan is essential for complex sales. But when market conditions change rapidly, you might find opportunities for ancillary campaigns that help address your customers’ immediate pain points.
In today's economy, you have probably had your budget cut. Meanwhile, you're being asked to generate more revenue than last year. But there's good news. A lot of your sales and lead generation efforts could be automated, saving you both time and money.
Here are some of the ways you could use email to create an automated lead generation machine for your organization:
Instead of emailing your prospects and clients the typical promotional product information, why not send them a relevant article, white paper or video that will actually bring them value? It's much more interesting for the prospects, while showing them that you're thinking about their business.
The idea of "article marketing" is an emerging email marketing solution that many businesses are leveraging.
There are several resources on the internet that will help you find terrific content. Here is a short list:
A lot of companies have a monthly newsletter they mail or email to clients and prospects as a way of keeping in touch. Once a month, the marketing department sends an email blast out to the world and everyone gets the same, generic information. But does this approach actually generate leads for the sales force? A lot of marketers argue that newsletters are designed more for branding, but can't they accomplish both?
If you don't use a newsletter but think you need to have one, this article should save you from wasting a lot of time. Here's the thing: newsletters are dead. In fact, recent research shows that less than 10% of people even open them. There are several reasons for this:
An email blast can occassionally be a great way to promote a new product or make a company announcement to a large group of clients or prospects. However, it is usually not the best approach. Here are three downfalls of sending blast emails:
1. An email blast is an event
We all know that a single event doesn't create a relationship. This requires an ongoing dialogue or series of well-timed events.
If you're in sales, you may feel like you're trapped in a constant cat-and-mouse game with your prospects, forced to chase them around until they're ready to buy. This usually means that you need to make relentless follow-up phone calls so they won't forget about you. But is there a better way to create top-of-mind awareness (TOMA) with prospects without investing so much time? For many salespeople, the best solution is to create an automated lead nurturing campaign.
If you plan to use email to keep in touch with people, it's important that every email message creates value and earns their trust. This means that you'll want to avoid sending those marketing materials your company created. You'll also want to quit "checking in" to see if the prospect is ready to make a decision. These types of approaches are self-serving and ultimately worthless to the prospect.
It's time to create a lead nurturing campaign that delivers information and resources that are relevant and useful to your prospects. You're probably wondering what kind of content to send. Here are my recommendations: