Sometimes businesses get marketing confused with sales. They think every interaction with a potential client is wasted if they don’t try to “close the deal.” It’s true that a business that doesn’t generate sales will die. But marketing isn’t sales. In fact, marketing—especially today—is more akin to education. And where are your customers educating themselves? Online. Most major purchases (such as lighting or energy control systems) begin online. That’s where your customers go for information.
It’s not where they go to buy.
Think about that for a minute. How many light or energy control solutions or systems have you ever sold online? None, right? You’re not alone. That’s just not where people go to make a purchase like that. They go online to educate themselves about products, services and solutions. They get information about what’s new. They learn about how new can help them solve the problems they have.
You have a great opportunity. Chances are you have some pretty impressive information at your disposal—information that your customers aren’t aware of. You can use your website to make some of that information available to them. And you know what? The more helpful information you provide, the more they will keep coming back to you.
Here’s where it gets really interesting. When you offer helpful information (in the form of a special report or a white paper) about a solution that can help them, you can keep track of who responds. And if they respond a couple of times, they’re probably telling you that they’re ready to actually talk to someone. When that happens, you’ve generated a lead and qualified that lead. Now your sales people have someone to talk to who has already demonstrated genuine interest.
But it doesn’t begin with sales. It begins with education. Offer you potential clients information they want and need and can’t find anywhere else. If they raise their hands for that information, then you can talk turkey with them.
If you’d like more information about how you can use your website to generate qualified leads, I invite you to download this free whitepaper to start your own education. Or if you like, give me a call at 1-800.846.7468 and we can talk about steps you can take to give your customers the information they need to make a buying decision.