3 Ways Mobile Sales Apps Can Help You Master the Top of the Sales Funnel
by Orrin Broberg, on Feb, 11, 2015
The sales funnel -- in the world of sales there are few things that are as ubiquitous as the sales funnel. Prospects enter the top and sales conversions come out the bottom. Many organizations make the mistake of solely focusing on ROI or conversions causing them to overlook how a lead gets to the point of conversion -- this is what happens in the funnel. The marketing funnel extends above the sales funnel to include how leads are created. Awareness and lead generation is the arena for digital marketing.
How to Master the Top of the Funnel?
Considering the sales conversion process as a whole mandates that you start with the first step, raising awareness and generating leads, before you can generate conversions. It’s essentially the ‘chicken and egg’ argument, with the exception that this specific debate can be settled through experience and observations.
The top of the marketing funnel is known as the awareness phase. In this stage of the buying process, a person becomes aware of a brand through various digital and traditional marketing techniques. These techniques can range from SEO and paid search, to billboards and simple word of mouth. Once a potential customer becomes aware of your brand and indicates they want to learn more, they become a lead. Afterwards, there’s a limited amount of time to hold their attention and earn their business. In fact, research shows that 35-50% of sales go to the vendor that responds first.
At the top of the sales funnel, it’s imperative that expressed interests are followed up with immediately. One of the easiest ways to do this is through the use of a mobile sales app, like Modus. Using a sales app allows salespeople to nurture leads in the sales funnel in a few different ways. First, contact information for potential leads can be collected instantly, whether that’s during a one-on-one sales presentation or on the floor at a trade show. Secondly, mobile sales apps allow for instant follow up with relevant materials. Third, real-time analytics measures customer engagement. Additionally, all of the information you have stored in your CRM regarding a specific lead will be available to you at the touch of your finger with a mobile sales app, just as long as the app you use allows for CRM integration.
1. Collect leads instantly. Few things ruin the flow of a good sales conversation more than having to take time to enter contact information into your computer or mobile device. Luckily, that awkward moment can be avoided by the use of a mobile sales app. At trade shows, for example, with Modus, you can scan a badge or quickly enter name and email so you can start the selling process immediately. Forcing them to complete a longer sign-up process will reduce opportunities to communicate. That information is then relayed back to the appropriate marketing and sales teams, and integrated into the CRM that you use.
2. Follow up immediately with relevant materials. When a potential customer expresses interest in a particular product or service, they open a small window of opportunity. The sooner you can get relevant and useful materials to them after the call or meeting, the better. Mobile sales apps like Modus allow you to email any requested materials instantly to the potential customer and track their interaction with those materials. This ability gives salespeople the opportunity to not only become top-of-mind for this lead, but also makes for a more personalized, one-to-one experience for the potential customer.
3. Integrate with your CRM and marketing automation system. The idea of the sales funnel relies on a customer moving through the buying process in stages: awareness, consideration, intention, and conversion. Sales and marketing automation tools help salespeople and marketing departments manage that process through various types of content and messaging. However, sometimes important information can be lost in the time between the sales presentation and when the information gets entered into the database. With a mobile sales app, that information can be updated instantly and in great detail so that nothing slips through the cracks as a potential buyer moves through the sales funnel. Losing that information can affect how well or how poorly a lead is nurtured. Poor or non-existent lead nurturing can potentially lose you the sale, as nurtured leads produce, on average, a 20% increase in sales opportunities versus non-nurtured leads.
We may never know which came first: the chicken or the egg. What we do know is that the top of the funnel - awareness - most certainly comes first in the process of making a sale. For this reason, a salesperson needs to do everything in their power to hold the attention of their new lead. Using a mobile sales app allows that process to be seamless and result in a better experience for all parties involved.