When does the sales cycle begin in lead generation?
Let's change up today's blog post and stand back a bit. Often, in these posts, we talk about the issues and tactics involved in demand generation. Closely involved in that process is the technology. However, today, I'd like to stand back much further and ask the question "When does the sales process really begin?"
I'm going to set it up, initially, and declare it begins two-fold: once involves getting found, and the other involves getting respect.
Let's start with getting found, as this is somewhat of an obvious insight based on the hot topics and trends around inbound marketing and marketing automation. If an individual has a pain, they will inevitably turn to Google to find ways of dealing with that pain. They may also turn to forums, communities, or web sites dedicated to specific issues or industries, but that is always secondary. Google is the go-to place for most people to start their journey. So what does that mean? That means you need to be found by the search engines. How does one get found? One develops and publishes an ongoing collection of marketing content (videos, podcasts, whitepapers, case studies, blogs, etc.) about the subject, or topics, related to the issue the prospect is researching. You pick out your keywords, and your key phrases, and you ensure they are continually and liberally part of each piece of content you develop. The search engines will reward your ongoing new content, they'll recognize your continued reference to these keywords, they'll discern that you're being published and referenced across the various online mediums, and they'll rank you higher in the search results. This means you're more likely to come up higher on the search results when the individual is beginning to research how to fix their issue. Ideally, that will result on them clicking on the referenced link provided by the search engine which should directly, or indirectly, send them to you and your website. That's Part 1 of the process. You'll rarely get to Part 2 if you don't do Part 1. No excuses. You gotta do it.
Okay, so let's discuss Part 2 of the process, because I think this is the most forgotten aspect. I also consider this equal to, and sometimes more important than, Part 1. What is it? It's the first impression you make! That's when the sales cycle truly begins. If you don't make a good first impression then you're never going to hit your sales revenue targets. Let me share an analogy I use with customers.
Have you ever shopped online for something? Of course the answer is almost always yes. Great. Now lets assume you find 3 websites that provide the exact same product at the exact same price at the exact same shipping fees. Which site to you buy from? The answer is simple as you think about it. You buy from the site that appears most aesthetically pleasing, that appears to offer great supporting content such as product reviews, or video demonstrations, or user forums, etc. Do you agree? You should, because studies have proven it over and over again to be true. So why do we do that?
We are conditioned from a very early age to eliminate risk. Therefore, the site that looks the most slick, the most complete, the most travelled by other shoppers, the most insightful, and offers the most service MUST BE the best vendor. Right?! Of course, we both know that's not always the case however that's what we think. It's psychological.
It's about eliminating risk by establishing credibility and trust with the prospect.
So let me ask you this question. What level of risk would I perceive if I went to your website right now? One more thing - if you're suddenly feeling exposed, check out this recent webinar on how to make great content for your website. It's a great way to fix the credibliity problem you may not have even known you have.