In Pursuit Of Prospects: How To Turn Leads Into Sales
“A bird in the hand is worth two in the bush.” This hunting aphorism also rings true in the uniform market, where a sales prospect is a very different thing than an actual sale. You may know twelve different companies in your area that need uniforms, but turning that information into even six sales is an uphill battle. But the more effective you are at converting prospects into profits, the more bang you’ll get for your marketing buck. Thus as a new uniform company, you need to master the art of prospect pursuits, and that involves:
Whether you got it from a business directory, at a conference, or on Google, client contact information should be leveraged early and often. If you have a potential customer’s email address, send them a brief email introducing your company and describing your wares. Contact them again once a week until one of the following things happens:
- You Make a Sale– If the client buys something, they’re likely interested in buying more. You should thus shift to learning about their ongoing needs and presenting other solutions that your company can offer.
- You’re Asked to Stop– Don’t keep calling a client who specifically says they’re not interested. The last thing you want is a reputation for disregarding clients’ wishes and filling up their inboxes.
Through regular contact, you make sure potential customers don’t forget about you. So even if they don’t need new uniforms right now, you’ll be the first company they think of the next time they do.
A Regular Routine
As you expand your sales efforts, you need to keep track of when and how you communicate with each prospect. The easiest way to do this is to set a routine for each part of the sales process. Many uniform professionals focus on calling and emailing potential customers in the morning. Then if they are invited to meet with anyone in person, they do this over lunch or in the early afternoon. Finally, they spend the last few hours of the workday writing down notes from their meetings and developing a plan to follow up.
Assemble Your Aids
Keeping track of your sales means not only managing your time, but also organizing any materials that you use in the sales process. You should thus assemble any brochures, business cards, or other visual aids you rely on during sales calls. If you have different materials for different kinds of clients, separate them and group all your materials based on whom they’re aimed at. It also may make sense to come up with a template for what to say or write to clients. This will let you make sure you’re including all the necessary information at the right times even while you tailor your pitch to the client’s unique characteristics.