Business Insight Series: #3 Maximize Conversion With Strong Communication

A great marketing campaign is only as good its conversion numbers. For marketers and sales managers, identifying post-campaign actions that will increase the percentage of prospects and leads who become paying customers can be tricky. Here at Calipso, we’ve found the solutions to such conversion challenges lie in fixing communication across three areas: technology dead-ends, company rep hesitation and mismatched marketing quality.

Technology can be a great way to create the leverage a company needs to scale its business development efforts. When it comes to phones and emails though, there are several pitfalls to avoid in order to make sure every quality lead becomes an opportunity. One of those is technology dead-ends such as voicemail and recorded phone sequences. Prospects that present themselves as potential clients are statistically most likely to turn into paying business. Yet if these willing leads encounter less-than-ideal communication or have trouble gaining information in a timely and engaging way, they will be less likely to make that leap from potential client to paying customer. Make sure you prioritize communication that is accessible and timely to make prospects feel valued.

At Calipso, we’ve found the solutions to such conversion challenges lie in fixing three areas: technology dead-ends, company rep hesitation and mismatched marketing quality.

Another common conversion barrier comes occurs with online forms. Similar to voicemail and recorded phone sequences, such forms, if too complicated or opaque, can prevent prospects and leads from pursuing business further.

Company representatives are rightfully expected to always put the interests of the company before their own. Too often though, employees find themselves avoiding situations where they will be expected to do more work for what they perceive as too little award. Salary-only employees are more likely to view a new customer as “work” rather than a “win”. Company rep hesitation can be prevented by incentivizing employees through team morale, positive reinforcement or commission. When employees feel energized and motivated to perform at their highest level, their determination and follow through for increasing conversion numbers will likely see a shift for the better.

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