The Internet has significantly changed the buying behavior of organizations seeking enterprise level solutions. In the first part of this series, The Web-enabled Sales Process we discussed the different stages in the new buy cycle, and the information that buyers consume to complete specific project tasks. Pre-Internet buyers relied on sales people to provide this information which gave sales people control of the process. Today, the information available on the Web has eliminated both the need and the desire to engage directly with sales people until much later in the evaluation process. To effectively sell to this new breed of self-directed buyers, sales departments must learn how to integrate a seamless online-offline sales campaign. The Internet is not just a broadcast medium of public web sites. It is also a very effective two-way communication medium which its most prevalent technology, e-mail, has proven. Part two of this series will provide a few tips on how to web enable the early stages of the sales process.
Part Two of The Web-enabled Sales Process series.
From Inquiry Qualification to Suspect Development
Marketing's demand generation strategies have been significantly realigned over the last few years to encourage the use of the Web for registration and fulfillment activities. Enough information has been published about business to business (B2B) marketing of technology products that I'll simply recommend a Google search or exploring www.technologyevaluation.com for more information on how to generate more web inquires. It's marketing's job to attract first time visitors to your web site; this is the Problem awareness stage in the buy cycle methodology that we summarized in Part One. Unfortunately many sales people criticize their marketing department for generating so many "junk Internet" leads. Why, because the sales lead qualification process has been so unproductive to the point where it's actually counterproductive. We all know there is gold in those Internet registrations. Panning for that gold however, requires a different qualification process with a new set of metrics, so the message to marketing should be turn up the volume of those Internet registrations!
During the Understanding stage, as described in Part One. , as the buyer understands the problem and contemplates taking action to solve it, we begin qualifying buyers by creating a filtering process to identify the serious evaluators from other casual web traffic. Getting visitors to return for second and subsequent visits is a collaborative function between marketing and sales to create next buying stage transition offers that only appeal to the needs of the serious buyer. The objective is to create a series of follow-up offers that engage the self-directed buyer to further explore your solution, to reveal their interests, and to influence their buying process. Offer content is king in the on-line world and sending a free automated e-mail will achieve this much more effectively than the old qualifying phone call that delivers no immediate value to the buyer. For example, a next day follow-up offer to a white paper download would read something like, "Thank you for your recent inquiry. Please call Jane Doe, your sales executive, if you would like further assistance evaluating our solutions. You may also be interested in reviewing our Express RFI Service which outlines our solution capabilities and can easily be used to accelerate your project's needs analysis activity."
Smart web sites know how to identify these return visitors and to learn their interests from prior activity, so that it can deliver a more relevant and engaging visitor experience. Amazon.com is a good example of a site that tracks user history to create a profile that enables the site to personalize its service. The goal at this phase is to identify early stage sales opportunities, such as organizations with unusually high volumes of inquiry activity. By integrating this information with the CRM system, sales people would have access to this list of high probability suspects to further research off-line. Low activity visitors are classified as dormant opportunities and can be added to a quarterly awareness email campaign. The rules of engagement at this stage follow these general guidelines:
1. Respond to an inquiry via the same communication channel through which the inquiry was made.
2. Make it easy for visitors to transition from an impersonal on-line to a personal dialog with tools such as instant messaging and click-to-chat, or to move to an off-line discussion with a clearly displayed telephone number.
3. Delivery speed is paramount with any on-line offer. Immediate is best, the day after tomorrow is unacceptable.
4. Only request information that is in the buyer's self-interest to supply.
5. Follow-up every accepted on-line offer with related follow-up offer.
SOURCE:-
http://www.technologyevaluation.com/research/articles/web-enabled-sales-tactics-18478/
Part Two of The Web-enabled Sales Process series.
From Inquiry Qualification to Suspect Development
Marketing's demand generation strategies have been significantly realigned over the last few years to encourage the use of the Web for registration and fulfillment activities. Enough information has been published about business to business (B2B) marketing of technology products that I'll simply recommend a Google search or exploring www.technologyevaluation.com for more information on how to generate more web inquires. It's marketing's job to attract first time visitors to your web site; this is the Problem awareness stage in the buy cycle methodology that we summarized in Part One. Unfortunately many sales people criticize their marketing department for generating so many "junk Internet" leads. Why, because the sales lead qualification process has been so unproductive to the point where it's actually counterproductive. We all know there is gold in those Internet registrations. Panning for that gold however, requires a different qualification process with a new set of metrics, so the message to marketing should be turn up the volume of those Internet registrations!
During the Understanding stage, as described in Part One. , as the buyer understands the problem and contemplates taking action to solve it, we begin qualifying buyers by creating a filtering process to identify the serious evaluators from other casual web traffic. Getting visitors to return for second and subsequent visits is a collaborative function between marketing and sales to create next buying stage transition offers that only appeal to the needs of the serious buyer. The objective is to create a series of follow-up offers that engage the self-directed buyer to further explore your solution, to reveal their interests, and to influence their buying process. Offer content is king in the on-line world and sending a free automated e-mail will achieve this much more effectively than the old qualifying phone call that delivers no immediate value to the buyer. For example, a next day follow-up offer to a white paper download would read something like, "Thank you for your recent inquiry. Please call Jane Doe, your sales executive, if you would like further assistance evaluating our solutions. You may also be interested in reviewing our Express RFI Service which outlines our solution capabilities and can easily be used to accelerate your project's needs analysis activity."
Smart web sites know how to identify these return visitors and to learn their interests from prior activity, so that it can deliver a more relevant and engaging visitor experience. Amazon.com is a good example of a site that tracks user history to create a profile that enables the site to personalize its service. The goal at this phase is to identify early stage sales opportunities, such as organizations with unusually high volumes of inquiry activity. By integrating this information with the CRM system, sales people would have access to this list of high probability suspects to further research off-line. Low activity visitors are classified as dormant opportunities and can be added to a quarterly awareness email campaign. The rules of engagement at this stage follow these general guidelines:
1. Respond to an inquiry via the same communication channel through which the inquiry was made.
2. Make it easy for visitors to transition from an impersonal on-line to a personal dialog with tools such as instant messaging and click-to-chat, or to move to an off-line discussion with a clearly displayed telephone number.
3. Delivery speed is paramount with any on-line offer. Immediate is best, the day after tomorrow is unacceptable.
4. Only request information that is in the buyer's self-interest to supply.
5. Follow-up every accepted on-line offer with related follow-up offer.
SOURCE:-
http://www.technologyevaluation.com/research/articles/web-enabled-sales-tactics-18478/