The ultimate goal of any marketing effort is to generate more sales. But you already knew that. Digital marketing takes things a step further. From creating compelling content on your website to understanding how to effectively drive local traffic to your business online, iterating your digital strategy revolutionizes the way you acquire new customers.

At Spyder Trap, we get that digital marketing can be one of the most complex ventures your business takes on, but we also know it has the potential to produce incredible returns.
Working with small/medium-sized businesses I’ve seen a theme of apprehension when it comes to digital marketing. Having a knowledgeable partner can ultimately reduce that apprehension and better control the outcomes.

Years ago in a conversation with one of my clients (a personal injury attorney of 35 years), I asked out of curiosity what scared him about his profession. Expecting an answer along the lines of “changing legal paradigms” or “public image problems,” imagine my surprise when he simply replied, “Sales.”

He knew his craft, and he was confident in the service he provided. But when it came to winning inbound leads — he was lost. Indeed, even for a stone-cold attorney like my client, handling and “closing” a potential new client was a terrifying process.

He is not alone in this fear.

As your business’s brand succeeds and you begin to field more calls, take more bids, and accumulate more potential customer conversions, understand there are strategies you can implement to better win business. The first?

1. ASK QUESTIONS WITH PREDICTABLE ANSWERS.

Though you are an expert in your field and an inbound lead has a general idea of the product or service you provide, building trust from the first point of contact is what sets businesses apart. Don’t just think of an inbound lead as an immediate request for proposal. Building value in your product or service should be the primary goal of a first impression. Immediately requesting budget or specific figures will in no way differentiate your customer service experience. From the beginning, take time to ask specific questions about the customer’s background, timelines, and expectations. Even if the answers are relatively predictable, up-front, specific questions show a genuine interest in the inbound prospect’s needs and are the building blocks to a fruitful relationship.

2. WIELD YOUR EXPERTISE WELL.

One of the most critical factors of building value is leveraging your knowledge and past successes while avoiding boastful jargon. Conciseness and understanding the customer’s needs are key components to wielding your expertise well. Tailoring responses and observations to the customer further builds value in what you do versus your competitors.

3. REITERATE YOUR INTEREST.

Regardless of industry or vertical, genuine excitement can go a long way. By attaching interest to a customer’s needs and projecting that throughout the initial point of contact, you make it about more than a price point or bid. Remind the potential customer how excited you are to get to work for them constantly. This not only builds more value, but it also works as a closing technique.

4. “CLOSE” IT.

In every industry, we often hear “always be closing.” That’s part truth. I suppose we have Alec Baldwin to blame for that perception. In terms of inbound leads, the philosophy is closer to “don’t always be closing; always be helping.” This tends to hasten the sales process. As mentioned before, the primary goal of a preliminary inbound point of contact is to build trust, so you can really get down to what’s bothering customers and work side-by-side with them to help.

5. CONFIRM A SPECIFIC DIRECTION.

Lastly, set up a solid follow-up action with the customer. Whether the customer is closed or not, you do not want to get into vague timelines or non-committal relationships. Confirm a timeline, as well as a preferred method for contact.

After your digital marketing strategy is shored up and inbound leads become a reality, take preparation steps to set yourself apart. Though you’re an expert in your field, selling is a critical function of businesses both big and small. By asking questions, wielding your expertise, consistently reiterating your interest, and closing a deal properly, you can make inbound leads go from “a good problem to have” to just “good.”

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