Converting Leads to Sales – Words Matter

“All my life I’ve looked at words as though I were seeing them for the first time.”
– Ernest Hemingway

Given the current state of how people receive information about companies and their products and services – known as media fragmentation, i.e. people are everywhere, especially online – finding potential customers, much less converting them to sales, is a huge challenge.

In this age of media fragmentation, for companies seeking new business, I see two barriers.  The first is getting known.  The second is converting those who do know into customers.

Handshake 2.0’s specialty is helping companies get known.  As the nexus of a social media, Internet-based hub of multiple social media channels, social networking channels, and media distribution channels, Handshake 2.0 gets companies known.

Getting known contributes to a company’s sales process by populating the top of the sales funnel.  The arrows pointing both ways in the illustration show that Handshake 2.0 both shares and interacts with its audience.  Those who visit Handshake 2.0 as a result of that interaction have many opportunities to click through to the company’s web site.  When a visitor clicks through from Handshake 2.0 to the company’s web site, that’s a qualified lead.

Populating the top of the sales funnel with Handshake 2.0

What happens after that?  The qualified lead arrives at the company’s web site, the symbolic representation of the company's value proposition, its offer, its corporate vision, its office, its storefront.  The user’s experience on the site, determined primarily by how easy the site makes it to find the company’s solution to the user’s problem, is the beginning of the conversion of the qualified lead to a sale.

If the value proposition and offer aren’t evident, the conversion is unlikely to happen.

Few companies currently have the time or cash to redesign their web sites to the latest and greatest technology.  What can a company do with the site it has now to increase the possibility of converting leads that arrive to the site via any means – Handshake 2.0, search engine results, an email marketing campaign, a snail mail invitation – to sales?

Words.

Companies can revise, modify, and tweak the content on their home pages to focus on that arriving qualified lead, to be all about that user, to clearly show the problem to which their products and services are the solution.

We can look at our words again, the ones that convey who we want to be to our customers, as if for the first time.

Slang at Work Doesn't Work
Who's in FRONT? Beth Garst

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