Life Cycle Marketing - Sell Phase


Life Cycle - Marketing Sell Phase

The Sell Phase of Life Cycle Marketing  is not just about the transaction of a sale, but a process to bring a potential target customer from knowing the brand, to liking, trusting, trying it then finally buying.

Jumping ahead too soon after the ATTRACT phase may not help at all. If you are running top of the funnel (TOFU) ads that are just bringing in target audiences who may not have awareness of your solution or the problem it solves, it does not make sense to start pitching your product.

Hence, we can breakdown the Sell Phase into 3 Stages:

EDUCATE

The objective in this stage is to educate your target audience NOT about your product but raise the awareness of the target audience about the consequence of not addressing their challenge (PAIN). Or letting them visualize the benefits (GAIN) of realising their goals.

Various forms of content (articles, videos, infographics, podcasts, worksheets etc) can be presented to your target audience using various means (ads, email, messaging, social sharing, remarketing), creating different touch-points across different mediums. This process is also sometimes called lead nurturing.

Content varies along the funnel because the audience is moving from the stage of being problem unaware, to being problem aware, to being solution unaware to being solution aware.

Content helps to move the target audience from being problem aware, to solution seeking. From just starting to KNOW your brand, to LIKING your message, to TRUSTING what you tell them.

With marketing automation tools like Infusionsoft. we are able to track and record our target audience’s interaction with our content: email opens, link clicks, web-page visits, articles read, ads clicked and so on. And also track interest in specific topics and send to the audience only what they are interested in seeing.

As the target audience moves over the TRUST curve, they are ready to move to the next stage OFFER.

OFFER

When we understand our target audience’s buying process, we can use this information to trigger an optimal time to make an offer. For example, if we determine that after 3 resources download (ebook, worksheets etc), and a webinar attended, it will be a good time to give a call to the prospect to qualify ad ask for an appointment.

Or we can use a lead scoring system, that assigns points to various activities of significance, and trigger a sales call or email a sales promotion at a time when they are evaluating buying options.

With Infusionsoft CRM, we can also market out to specific segments of  customers for example we can promote an offer to highly engaged audiences that that have missed our holiday promotion, or have bought product “A” but not product “B”.

CLOSE

Other than an exchange of money or signed documents, closing the deal, for example in a direct sales conversation, requires clear communication and written documentation. In an e-commerce setting, the close involves ensuring security, payment collection and order processing. Regardless of your business type, the close is the signal that the deal is complete and you can now begin the process of fulfilment.

The payment procedures should be made clear, efficient and easy. This gives the customer the feeling that things are in good hands. Where possible, paperwork required should be streamline and not made to feel a chore. This is where training of the staff is also very important to uphold service standards

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Discover How the Life Cycle Marketing can help your business:

Attract Traffic

Capture Leads

Nurture Prospects

Concert Sales

Deliver & Satisfy

Upsell Customers

Get Referrals

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