advance sales cycle

Advancing the Sales Cycle with a Little Thing Called Relevancy

Written by in Lead Generation on April 13, 2016

Tell me, have you heard this one before?

A guy walks into a webinar, excited to learn new ideas that he can use in his marketing plan. The poor guy didn’t have the best results during Q1 and he hopes the webinar will inspire him, with smart strategies that will bring him the success he craves at his company.

With a spring in his step, the guy walks out of the webinar, armed with valuable information that’s going to turn his year around. Not even ten minutes later, the follow-up email comes.

The guy thinks it’s a recording of the webinar. But, no. It’s a demo.

And, that’s only the beginning. Weeks of irrelevant emails bombard his inbox, and every other day he has a message from a random salesperson. He feels annoyed and he misses the freedom he once knew before he took that fateful webinar.

“Help enough people get what they want and you will get what you want.” – Zig Ziglar

We get it. We’ve all been victims of unsolicited emails at some point. Which is why we were excited when ON24 invited us over to their blog to chat about the importance of using relevancy in marketing this week.

It’s volume versus relevancy out there. That wily salesperson figures if he/she sends the same terrible email to everyone, at least 3% of the market will want a demo. Oh, how wrong they are.

In 2015 the average person received 122 emails a day and this figure is expected to grow. How many of these emails are relevant? Definitely not all 122 every day.

To really move your prospects through the sales cycle, you have to provide custom-tailored value by:

  1. Understanding the Context to Build Trust

Resist the temptation to batch and blast a random message. Who is the person on the other side of that email? What do they care about?

Before someone will respond to you, they need to trust you. To build trust, show them you know them. Spend time doing that.

  1. Using Timing to Communicate Effectively

What’s the most important thing in comedy? Timing.

Otherwise the message fails to come across the way it was intended, and instead of delighting an audience, the punchline falls flat. The same goes for communicating effectively with a buyer.

  1. Always Delivering Value

A relevant offer doesn’t feel pushy, because it’s not. A good offer strategy involves knowing what stage of the buying cycle they are in, and the common questions they are trying to ask at each stage.

  • Awareness – What problem do I have?
  • Consideration – How can I solve the problem?
  • Transaction – How do I make the best decision?

Relevancy is a big commitment, but one worth making when the payoff can mean the difference between being written off by a prospect or winning them over.

Ready to make the commitment? Head on over to the full blog post, How to Use Relevancy to Accelerate the Sales Funnel, at ON24 and be sure to share what actions you are taking to make your sales efforts relevant today.

Big thanks to our friends at ON24 for having us over!


Britt Skrabanek About the author: Britt Skrabanek

As a Freelance Writer and Content Strategist, Britt strives to help businesses reimagine their content strategy and revive their brand awareness. Through education, engagement, and energy, she believes content marketing can make a genuine impact. A wordsmith with a passion for marketing, Britt is currently working on her fourth novel. Connect with Britt on LinkedIn.


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