Trust is essential in business, and that includes trusting your lead generation website to tell you everything it can about your customers. Unfortunately, a large number of Internet marketers don’t get the full story from their websites because they ignore the critical step of validating and tracking their sales leads.
We here at Straight North have discovered that nearly half of all website conversions are not sales leads, so it’s crucial that marketers drill deeper into their data. Unless you validate and track your lead generation website’s conversions, you won’t be able to trust what it tells you. This guide explains how you can regain trust in your website.
Speculation can lead to some bad decisions — ask any stockbroker. When it comes to Internet marketing, you need as much information as possible to make as informed decisions as possible, considering decisions based on speculation introduce risk into the equation. However, too many Internet marketers end up speculating about their lead generation without knowing it. That’s because those marketers don’t take the time to validate the leads created by their websites.
Google analytics data only tracks conversions on a website, even though nearly half of conversions are not true sales leads. Whether they’re job applications or incomplete form submissions, these non-sales conversions skew the numbers and can fool marketers into thinking they have created more leads than they have. Without knowing how many actual sales leads they’ve generated and where they came from, marketers are, in effect, speculating on the success of their websites. That can lead to some bad decisions that otherwise could have been avoided had they taken time to validate the leads.
The following presentation breaks down the reasons why lead validation needs to be part of any Internet marketing campaign, to help you be more informed — and keep you from speculating.
When it comes to building a successful career, one of the essential tools is looking to others. We can gain from them advice on what steps to take—is graduate school necessary, for example, or is a lateral move a good idea to take on a different kind of skill? We can also use their behavior and coping strategies as models for our own, when difficult times or intense work periods make it hard to complete a sale or become a leader.
That’s why the lessons of famous salespeople—who have done the work and seen decades upon decades of differing markets—provide so much insight for any salesperson, no matter the product or service. What those people learned on their journey offers a way to navigate the good and the bad of becoming a stellar salesperson yourself.
So what are those tools and how can you use those insights in your own career? Read on to learn about their lessons:
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How do you measure success? Is it by how much more you make from one year to the next? Unfortunately, that’s a too-limiting view of business achievement — but it’s one that many companies rely on. What if instead you focused on a different measure — say, how customers felt about their journey with your company?
In fact, if you’re not thinking through the steps on that customer journey then you might be letting customers slip through your fingers before they have a chance to repeat sales, and those can be the most valuable kinds of customers ever—the ones with a relationship, not just a sale.
That journey, of course, isn’t just the sale — it’s all those points from awareness to sale to post-sale. And along those points, you can provide very different pieces of marketing in order to deepen that relationship. How do you do that? This graphic can help.
Sales isn’t easy. If it were, everyone would do it, and every customer would buy everything you wanted them to.
In reality, though, there are objections that you have to respond to, and if you don’t do it well, you’ll lose not only the sale, but momentum for sales in general.
For starters, instantly dismissing customer concerns isn’t the right path to take. Work harder on understanding and sincerely reaction to their points. You’ll also have to find out what would convince them of the sale, and learn how to build points around that.
Interested in more effective ways to work through sales objections? Use this graphic.