How to Turn Prospective Customers Into Loyal Clients

Even with the best sales funnel in the world, you couldn’t convert every customer into a client. But that doesn’t mean you shouldn’t try. Guiding prospective customers to an initial purchase can lead to some seriously loyal clients down the road.

What’s the secret to turning a lead into a paying customer? There’s no one answer. Since different customers have unique expectations and exist in different parts of the sales funnel, it makes sense to deploy a variety of marketing strategies.

Shift your focus away from acquiring leads and towards converting existing ones. Here’s how to close a sale and bring them back for more.

  1. Remove Friction

As far as sales are concerned, friction is anything that gets in the way of a purchase. Even the best websites have friction. There are, however, plenty of ways to make the checkout phase easier.

For your first order of business, minimize the fields in your forms as much as possible. It’s true that customer information such as referrals, phone numbers, and addresses can all give invaluable insight. But asking for too much upfront can scare some prospective customers away.

Don’t ask for more than you have to. If you can offer your product or service without requiring customers to make an account, the fact of the matter is you’re going to convert more customers.

Streamline the payment process and accept as many payment methods as feasibly possible. Remember, the easier it is to make a purchase, the fewer leads you’ll lose during the action stage of the sales funnel.

  1. Offer Incentives

Prospective customers need only a small nudge to finalize the sale. Sweeten the deal with a little something extra, such as a discount code or free shipping. When you send the news through your email marketing medium you may be surprised by the results.

Leads subscribed to your newsletter are clearly interested in your business. Once presented with a time-sensitive deal, some leads will be happy to take the plunge.

You can take this a step further by incorporating these incentives in a remarketing campaign. Not every potential customer has signed up for your email newsletter. Remarketing increases the scope of this discount strategy, converting those undiscovered prospects through the Google Ads network.

  1. Provide Product Information

If you don’t know how something works, are you going to buy it? Probably not.

That’s why it’s essential to provide product and service descriptions that cover the basics. Depending on the industry, a product specification chart may get the job done. For complicated services or products, you may want to create an FAQ page that offers as much detail as possible so your potential customers know what they’re getting into.

A business can anticipate some common questions right off the bat. But for the best results, you want input from your customers. Stay in contact with your customer support employees to determine some common sticking points that may deserve elaboration on the FAQ.

Even better, host an online portal or automated email service that makes it easy for potential customers to reach out.

Not only can this help potential customers with their decision-making process, but it’ll reflect well on your company’s customer satisfaction benchmarks.

Don’t forget about content marketing. Blogs and product demonstration videos are great for SEO and even better for getting information across to prospective customers.

  1. Be Direct

Through all the noise of content, email, and social media marketing, it can be easy to lose focus of the bigger picture. If you want the sale, maybe it’s time to ask for it.

Reach out directly to prospective customers and present your case. It’s all about the value proposition. If you remind your leads what they can gain from working with your company, it’ll be a lot harder to say no when you pop the question, “Ready to make a purchase?”

  1. Create a Rewards Program

What do you do with customers who made a one-time purchase? You convince them to make another. Turning a one-time customer into a loyal one is arguably more difficult than converting a lead.

But a rewards program can help. The more people spend, the more people save. It’s become a massive trend across many industries such as fast food and credit unions.

From a narrow perspective, it can feel like you’re giving things away for free. And you are. But in return, you’re bringing customers back to your physical or e-commerce store and encouraging them to make future purchases.

Basically, a rewards program pays for itself. For more information, the Harvard Business Review examined loyalty programs that worked — and those that didn’t.

  1. Think Local

Companies looking to expand their clientele need to rethink their image. For example, the branding that works for an audience in the northeast United States may be off base for west coast prospects. This is especially true for international companies trying to break into new and emerging markets.

After all, customers prefer working with businesses within their community. It comes down to a matter of trust and familiarity. Localizing your brand with a regional phone number, image, and marketing technique can pay dividends with enough patience.

Stay in touch with your customers wherever they are by localizing your business number with a service like iPlum. Check it out.

Give Prospective Customers What They Want

Leads exist in the decision-making and action phase of the sales funnel. That means your business is in the running. Give prospective customers a reason to choose your business and you’ll be rewarded with more customer sales, loyalty, and satisfaction.

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About RJ Frometa

Head Honcho, Editor in Chief and writer here on VENTS. I don't like walking on the beach, but I love playing the guitar and geeking out about music. I am also a movie maniac and 6 hours sleeper.

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