Businesses need to make continual contact with clients to nurture leads and achieve full marketing impact—but their sales reps often don’t have enough time.
Passive selling reinforces active selling by working behind the scenes to keep your company at the forefront of your clients’ minds.
Our software streamlines the passive process so that your sales force can focus on closing sales. Prophet’s unique features can help you coordinate your passive sales campaign to automatically trigger at specific points in your active campaign. For example, each email template is associated with a specific stage of the sales process. This means you can send tailored rapport-building messages passively and then coordinate them with well-timed action. And unlike most ESPs, Prophet’s templates allow you to include impactful photos and attachments.
It’s critical for business to run both active and passive sales campaigns simultaneously. Here are two good reasons:
Keep Track of Your Customers’ Buying Cycles:
One of our clients runs a landscaping and swimming pool installation business. They knew that people who had just installed swimming pools were not likely to buy accessories for at least a year. Using Prophet, they scheduled an accessories sales campaign to start the following summer—the best time to market a waterfall or landscaping.
Strengthen Your Company’s Reputation:
Another client specializes in selling discounted surplus equipment and supplies. We identified their customers’ common objections and created email templates that targeted those specific concerns. In effect, the emails communicated the company’s respectability and addressed key questions even before the sales person made any calls. This passive strategy established trust and accelerated the buying cycle with primed responses.
We usually coordinate active and passive campaigns in eight stages:
Our clients have had great success with passive campaigns using Prophet CRM. Our ability to guide clients through the coordination of their passive sales process makes it easier for their sales force to succeed—which leads to more business for the company. Time is cost. Any tool that saves time will have a positive impact on your company’s bottom line.
Typically, businesses choose the short-term solution over the long-term. When I ask managers what kind of marketing they’re doing, the most common response is, “We have a website.” Even worse, they usually don’t know what the website is doing and what it’s capable of doing. Simply having a website is not enough.
Some sales managers assume that a successful sales campaign involves mostly active selling. Although direct contact between a seller and a potential buyer is indeed essential, passive selling is equally important. Passive selling is what keeps your brand at the front of your clients’ minds.
Companies spend a significant portion of their marketing budgets on branding, which includes everything from their logo design to their website. The problem is that they don’t know how to drive people to the branding they’ve spent so much money on.
You can do that with a passive campaign.
Passive Sales Campaign=automated email campaign
A passive sales campaign in the form of targeted, automated e-mails helps to keep your brand in your clients’ minds. Even if they’re not ready to buy your product or service, your company will be the first one they’ll turn to when they’re ready to commit to a company. Unfortunately, some sales managers neglect to connect with prospective clients through regular e-mails. We help them recognize that with a little extra effort, we can set up e-mail campaigns that automatically detect when prospects become clients and send them the appropriate message.
Qualify your leads better
The marketing rule of thumb is that your branding has to touch a prospective client six times, or even more, before it begins to resonate with them. That’s why passive marketing is so important. Through passive selling, your prospective clients will be able to answer the following questions about your company before a salesperson ever says hello.
Make the Process Automatic
At Prophet, we’re highly skilled at assisting you with this passive selling strategy. That way, active sellers can focus on doing what they do best. We set up a workflow to make the sales process automatic. Our software runs a passive campaign to make active selling more strategic, not just a series of cold calls.
If you fail to engage your prospective clients regularly, they’ll forget about your company and your brand. Now, in addition to active selling, you must be building your brand in the minds of your future clients. If you engage in both active and passive selling, you’ll experience true efficiency in marketing.
A webinar is your chance to engage with potential sales leads. An ineffective presenter talks at the audience the entire time, while a more effective presenter uses online platforms to engage with audience members. If your webinar attendance is low, or your leads are not converting to sales, maybe it’s time to examine how well you are engaging the audience.
Use the Right Technical Platform
One of the most important aspects of an engaging webinar is the platform. There are several tools available, including GoToMeeting, Live Meeting, and Join Me. You want to use one that is accessible for a broad audience and allows you to engage your audience with live demos, videos, images, and more.
Some platforms (including GoToMeeting) have a feature that shows whether your audience is engaged in your presentation or have another window open. If you notice a decline in interest, appropriate humor can be an effective tool to re-engage them.
Poll During the Webinar
Consider including polls or other engagement tools that get participants involved before the webinar even begins. GoToMeeting allows you to show the result of the poll in real time.
If you used polls or other interactive features during your webinar, include this information in your follow-up to remind people about the topic.
Make it the Right Length
Most webinars are 30-60 minutes long. If you have a lot of content, you can go as long as 90 minutes as long as the content is relevant and the audience is engaged.
I use these guidelines to determine the length of a webinar:
A 90 minute presentation can be grueling for everyone, so before you plan for over 60 minutes, be sure that the content is necessary.
Leave Time for Questions
Chances are you will not answer all the audience’s questions in your presentation, so leave time for Q&A at the end. Inform your audience of this ahead of time to prevent interruptions.
Consider Your Audience Size
If you have a small audience (fewer than 10 attendees), you can engage with them throughout the presentation. For larger audiences, you may want to incorporate a chat feature where attendees can interact with others. Consider having an assistant to monitor the chat stream.
Ask Your Audience Questions
Because webinars are virtual interactions, people can multi-task while they are watching your presentation without you knowing. Even if you are not soliciting real-time answers, ask questions throughout your presentation that keep your audience actively engaged.
Use Engaging Content
Finally, make sure your content is engaging. A webinar with 100 PowerPoint slides will quickly get boring, so mix things up with video, slides, images, real-time polling, and demos. If you do have slides, try not to read content directly from them; use examples, elaborate, and use your own words to keep your audience interested.
In summary, craft your webinar to address your target audience, engage them before during and after the webinar and choose the appropriate Webinar platform.