Generate Sales Leads Using Your Website

Traditional business dictates that sales leads be generated through sales people. The most common roadblock we face at Dreamscape Marketing when explaining the power of a website to potential clients is the “traditional sales” argument. A popular belief amongst brick and mortar businesses is that a website is simply a sign post for customers to navigate to when they need an email address, phone number or office location. These businesses believe their sales will only come from where they have always originated, a sales force. What these businesses do not realize, and what may end up hurting them in the long run, is that the market for sales properly utilizing the internet is enormous for ANY business model.

A strategically designed website, developed utilizing a combination of search engine optimization and content building techniques, could not only improve your sales, it could begin generating sales for you in your sleep! Businesses must realize that internet marketing is the future of traditional marketing. Within the next decade, as millennial’s enter the workforce, lead generation will fully integrate into the digital arena.

If you need a recent reminder of this trend, look no further than your own business. Four years ago, “green” business was restricted to paperless credit card statements and cell phone bills. However, today, I guarantee your business has taken some steps to become more environmentally friendly. Website development has assisted this movement with huge steps, integrating websites with operating systems and moving data from print to PDF just to name a few examples. Green marketing is now the future of marketing. In order to stay competitive in business, companies must be ready to utilize eco-friendly marketing techniques to stay on par with competitors.

In much the same way, lead generation through a properly optimized website is the future of sales. With a dynamic website that ranks your business for relevant keyword searches, your sales area will expand from regional to global. Another advantage is that your website, unlike your company’s salespeople, does not have a salary, health benefits, vacation, sick days, sales metric bonuses, or suffer from bouts of procrastination. It will work for you 24 hours a day, 7 days a week. Additionally, website development and optimization services can be performed to a level that fits within your business’s operating budget. Your return on investment from the proper development of a website can often be measured in multiples of spend. Using products like Google Analytics, marketing consultants can track this data for you and present it in a concise and clear manner.

We recently had the opportunity to work with Rhino Group Media,  a Philadelphia website development client. Rhino Group launched a site with an interactive flash sample portfolio that creates an unique experience for their site visitors, while simultaneously providing compelling sales messaging.

Instead of restricting yourself to your traditionally customers, think outside the box ahead of the curve. Using your website to generate sales leads today can lead to significant business growth tomorrow.

Own the Elevator

Recent research has shown that the first thirty seconds of a meeting with prospective clients is the best chance to sell them on your products and services. This priceless time is commonly known as your “elevator pitch” and can often make or break a business opportunity.

A prospective client has most likely heard many elevator pitches, and will not be receptive to yours unless it breaks the mold of monotony. Danny Wood, a Sales Expert based out of Northern New Jersey, recently discussed some interesting tactics to differentiate your sales approach from your competitors. He  recommends two useful strategies:
-    “Don’t tell prospects about your company and product services. Instead, share the stories of frustration your previous prospects asked you to solve before they became customers.”
-    “Stop telling them what you can do for them. Show them you understand their problems. People what to know how much you care before they care how much you know.”

Another important aspect of your elevator pitch is a hook question. A hook question offers prospects the chance to “bite” on your sales effort. A good example utilizes the strategies above. After discussing past client frustrations, ask “Have you ever had any difficulties similar to these?” A positive response will successfully bridge the customer’s needs to your business’ services and extend the relationship from sales pitch to follow up meeting.

Thirty seconds could mean sale or sorry. A focus on the prospects needs and problems can turn a pitch into a profit.

Be the Bull.

Breaking a company’s recession with a strong marketing strategy

As the recession continues to loom like a dark cloud that continuously ruins your family vacations, what can you do to improve your business forecast? Most companies, like my former, decided to cut costs. Cutting costs unfortunately almost always means cutting people, and cutting very good people. While this solution may help a short term goal of reduced expenses (or to the terminated employee, their income/mortgage payments), in the long term this will only bury the organization under more work for a diminished workforce to handle. It is like quicksand, the harder you try to fight tough economic times, the farther you get pulled into them. In my mind, the best approach is to take action. Face the bull head on. Instead of cutting costs because of reduced business, go out there and find more business. The key to new business is marketing.
Ken Fisher, a Forbes columnist for over 25 years, is famously quoted saying, “It’s not the hot gadget that puts small companies over the top but hot marketing…if a troubled company is strong on marketing it is a good bet to solve its problems…So I like companies run by a top-notch marketing person or companies with one close to the boss’ elbow and ear.”
A creative and innovative marketing strategy can not only break your economic downtime, it can help you to leap ahead of your competitors. While the masses add lick their wounds and pull back, an aggressive marketing approach can actually lead to significant business growth. Stop reacting like the rest of your industry and start acting!
The benefits of this approach are numerous, but three truly stick out:
1)    Cost effective: Most basic marketing strategies cost less than the coffee you offer in your business’ break room each month. In fact, some marketing strategies (like Search Engine Optimization) can be purchased on a bounty system meaning you only pay if they hit agreed upon targets (a specific page rank on Google for example).
2)    Long Term Success: Winning new clients during a tough time puts your organization on a path towards long term success. Any customer you can win today, during the recession, can translate into a long term customer who will increase spend as the economy rebounds. With an established relationship during tough times, these customers will be more loyal and less likely to seek out your competitors.
3)    Moral: A strong marketing plan will boost moral around your office. It will present a united and public front from management that says “we are confident in the success of our business.” Employees will be motivated by this approach and work hard to be a part of it. Instead of layoff fears employees will be talking about the businesses next strategic initiative around the water-cooler.
Regardless of your businesses current financial state, a strong marketing plan is still a feasible strategy. If you are concerned, start small, but remember that this economy will eventually turn around. When that happens, you want to be the bull.