As consumers are inundated with more online marketing than ever, customer trust is—not surprisingly—at an all-time low. How is anyone supposed to tell the difference...
We know that customer trust is at an all-time low, so you’re taking a new approach to initiate meaningful interactions with the people your business serves. In the previous post, we explored how to address strangers that would benefit from your products and services, gaining their trust and transforming them into prospects.
If you’ve implemented these strategies and created quality tools and content, you’ve probably noticed an uptick in the number of strangers interacting with your website. Some may have even agreed to purchase your low-cost, high-value tool or resource.
Now you’re wondering what to do with the attention you’ve secured from an audience of prospects. Having eyes on you is spectacular, but how do you turn these prospects into real paying customers?
To answer this question, we need to get inside the mind of a prospect and, ultimately, understand the best ways to build on the trust you’ve established in the first steps of the customer journey.
Inside the Mind of a Prospect
Once a prospect’s pain has been somewhat relieved by your free and high-value-for-money resources, you’ve gained their trust and they’re interested in learning more about what you have to offer.
Unfortunately, the initial pain relief you provided at little or no cost has only lasted so long. This is your opportunity. They’re now in the market to eliminate the pain once and for all, and you’re on their radar.
In order to convert this prospect into a full customer, you’ll need to tread carefully. By providing such high value for money in the beginning, you’ve set a standard for your brand that must be lived up to.
Continue to focus on having thoughtful interactions with your base of prospects. Stay away from outright selling because this is not the type of relationship they’re looking to have with you. If you play your cards right, opportunities to sell will arise naturally from meaningful engagements with these people.
You should establish personable relationships with prospects as often as you can. Get a sense for what they need personally and reflect it back to them. The needs of each individual or group will differ slightly, and you must always take this into consideration.
You might achieve this using a landing page or a personalized video. Regardless, your selling power will increase exponentially when you are able to relate to each prospect’s situation as a person from beyond your selling standpoint.
Maintaining a thoughtful approach when the urge to convert is so prominent presents another issue. How do you remain thoughtful and continue building trust at this stage of the selling process?
The key here is continuing to understand your prospect’s pain and consistently presenting a solution that can really help them. Remember that your interactions with prospects are all about building trust and relating that your priority is to see them overcome their obstacles and succeed.
Let’s revisit the athlete from the previous segment. They are far more likely to give their business to a brand that reflects their interests, whether that be cycling or soccer. Put time into assessing who makes up your target audience and tailoring your approach for each client or group of clients with a similar profile.
If you are using automated engagements, you should have a system in place for capturing information that differentiates between prospects. If you can’t respond to prospects individually, then you should be grouping them appropriately and customizing your marketing campaigns for each group.
Whether the interactions at this point are person-to-person or automated, they should all be centered around adding value, offering useful resources, and providing additional help.
If the prospect is actively engaging with your material, try suggesting a more premium resource or tool that will fit their needs. Again, be sure the tool or resource will be of high value to them. This will further solidify the relationship and continue to build their trust in your company.
How to Handle the Changing Relationship
As the relationship between you and your prospect evolves to the customer level, you’ll need to assess your current strategy for converting.
Ask yourself: How do I currently handle prospects? Is the relationship I’m trying to build around trust or is it more about trying to close the deal?
Empathy for the customer journey is essential. While you’re assessing your own strategy, think back to a time when you were the prospect for a large purchase. Ask yourself what a company did well and what turned you off buying from them.
Look to your marketing processes for things that might reduce trust and turn prospects off buying from you. These pitfalls may look like pushy salespeople, annoying automated emails, or providing the same tools and content over and over again. If it would feel like an inconvenience to you, don’t push it on your prospects.
Again, think about how personal your engagements feel to the consumer. Are you relatable? Do you make your prospects feel seen, heard, and understood in every interaction?
Because the consumer world is so saturated with marketing messages and promotional noise, it doesn’t take much to turn your customers off. This is why it’s so important to stay one step ahead and consistently be mindful of the impact your methods have on your audience.
You should be keeping in mind the interactions you’ve had with your prospects up to this point. Reference what you’ve learned about them in these interactions and share insights about how you’re helping them overcome the obstacles they are facing. Tailor your responses to their situation wherever possible.
Are You Ready to Convert?
Starting your process strong when your customers are emerging as strangers has given you an advantage at this second stage of the customer journey. All of the effort you’ve put into gaining the trust of your prospects can now be used to build momentum for the big convert.
Continue to build that trust and ease their pain with as many free resources as is feasible. Maintain those relationships in person or through an automated system as appropriate.
If you are interested in learning more about the Customer Trust CircleTM and how it can be used to convert and create raving fans, schedule a consultation today. By strategizing correctly, you’ll develop a clear picture of your prospects’ wants, needs, desires, and pains so that you can respond in the best way possible.
We want to work with you to succeed at this. You can subscribe to our blog to be notified when the next segment featuring conversion from prospect to paying customer goes live. In the meantime, visit our website for more free resources or reach out to discuss. We look forward to hearing from you!