When it comes to the sales process, it is just that: a process. It doesn’t matter what business or what industry you are selling in, converting a lead and closing the deal happens over time and usually follows a series of steps. Email is a tool that can effectively begin the process and help move things forward.
Step 1: Awareness
The initial step in the sales process is to make your target market aware of your business or company’s product. You can use email or digital ads as an initial step to get the attention or interest of your target market by sending out something exciting, engaging, or promotional that will grab the audience’s attention. Often, this awareness stage means that you are advertising to a cold audience who doesn’t know you. The goal here is to let your audience learn about you and get to know you, so that they can move on to the future steps in the process.
Step 2: Interest
Once you have grabbed the audience’s attention, get them interested in what you have to offer. They know you exist but you need to send them an email that has engaging content that will take the audience one step further and get them intrigued. Not only will they be aware that you exist, they will have some desire to learn more about the company or product.
Step 3: Persuasion
Persuading someone to buy your product or use your service can be a challenge. This step in itself requires the most effort. The first way to begin the persuasion process is to make sure you are asking the target market questions that will get them thinking. The second step is giving them answers to their questions that directly point to your product or service as a solution. Sometimes, the more questions you ask, the more answers you can give to get the client to believe that your product or service truly is the best solution.
Step 4: Want
It is at this stage where the customer/client has realized that your product or service is the solution to their need. They begin to feel enthused that they have realized what they want and are close to making their final decision.
Step 5: Action
This is where the customer/client finalizes their decision. They not only want what you have to offer but they have decided that choosing your company is the best answer to their problem. Some action steps or purchasing decisions take more time than others so communication is key in order to finalize the deal.
You can move customers close to conversion with smart ad strategies including retargeting, Location Listening, mobile ads, social media, and more. You can incorporate smart ad copy, media elements, and tracking to any type of strategy. The important thing to remember is that it’s rare for people to convert on the first interaction, meaning that you need to take customers on a journey. Ultimately this will lead to better conversions, better-performing campaigns, and greater growth for your business.