We use cookie technology. Cookies
allow us to provide you with up-to-date information about your preferences and ensure that the site operates correctly. You can block cookies in your browser settings, but then you won't be able to interact with our site properly.
allow us to provide you with up-to-date information about your preferences and ensure that the site operates correctly. You can block cookies in your browser settings, but then you won't be able to interact with our site properly.
Marketing vs Sales: Who's to blame? When leads don't convert
A customer comes to the site, interested in what you have to offer. He studies the range and fills his basket. He seems to have made his choice and is ready to pay. But something goes wrong. The customer leaves without completing the transaction and never comes back.
Sound familiar? What's wrong? Is it a marketing problem - are we attracting the wrong customers? Or is it the fault of the sales department?
To find the answer, you need to look at the entire customer journey in detail. Evaluate each step they took. Understand what prevented them from making a purchase. TON OP doo ltd's digital product - the TONOP programme - helps to evaluate the quality of leads, the effectiveness of marketing and the work of the sales team at key stages of the transaction.
Sound familiar? What's wrong? Is it a marketing problem - are we attracting the wrong customers? Or is it the fault of the sales department?
To find the answer, you need to look at the entire customer journey in detail. Evaluate each step they took. Understand what prevented them from making a purchase. TON OP doo ltd's digital product - the TONOP programme - helps to evaluate the quality of leads, the effectiveness of marketing and the work of the sales team at key stages of the transaction.
Analyse the quality of leads
You can only understand why potential customers (leads) do not become real customers if you know exactly who came to your website, which link they followed, which advertisements brought them to your shop and how well your offer meets their expectations.
Evaluate the effectiveness and reality of your chosen marketing strategy. Maybe the customer doesn't need your product, they came to your site by accident, or your offer doesn't solve their problem. If the customer does not have a clear understanding of what exactly they want, they are unlikely to buy anything. No amount of scripts, super sellers and gimmicks will help sell your product.
Pay attention to:
You can only understand why potential customers (leads) do not become real customers if you know exactly who came to your website, which link they followed, which advertisements brought them to your shop and how well your offer meets their expectations.
- Where do leads come from? Analyse your traffic channels. You may be attracting the wrong customers, advertising to too broad an audience or using inappropriate messaging.
- Target relevance. Check that the leads you're attracting match the criteria of your ideal customer. If marketing is attracting untargeted audiences, sales will inevitably be low.
- Lead quality metrics. Evaluate conversion rates at different stages of the funnel, average review time and transaction time. This will show how well leads are meeting expectations.
Evaluate the effectiveness and reality of your chosen marketing strategy. Maybe the customer doesn't need your product, they came to your site by accident, or your offer doesn't solve their problem. If the customer does not have a clear understanding of what exactly they want, they are unlikely to buy anything. No amount of scripts, super sellers and gimmicks will help sell your product.
Pay attention to:
- CPA (cost per customer acquisition) and CPL (cost per lead). A high cost of these metrics could mean that the ad is missing its target. Review your ad campaigns, it may be worth tweaking your targeting and ad creative.
- Conversion rate. If your ad campaigns and marketing creatives are bringing in customers, but they're not ready to buy, you may be attracting the wrong audience. Or your sales team may lack objection handling skills or product knowledge.
- User behaviour analysis. Analyse user behaviour on the website and at all stages of the sales funnel. Where do they lose interest? It may be worth making changes to landing pages, product pages and product descriptions.
What happens in the sales phase?
The sales team's job is to retain customers and keep them from leaving when they are almost ready to buy. Even high quality leads may not convert into deals if the sales team doesn't handle them effectively. Perhaps the website doesn't offer instant help tools such as online chat or tooltips.
The sales team's job is to retain customers and keep them from leaving when they are almost ready to buy. Even high quality leads may not convert into deals if the sales team doesn't handle them effectively. Perhaps the website doesn't offer instant help tools such as online chat or tooltips.
- Analyse communication scripts. Sales scripts standardise the negotiation process and make work easier. Check how sales managers interact with prospects. Are they using approved scripts? The problem may be a lack of flexibility or irrelevance. Scripts should be regularly tested and adjusted.
- Evaluate the speed of lead handling. Time is the most important factor in sales. If leads are left unattended for too long, they may 'cool off' and lose interest. By connecting to TONOP software, you can automate some of the processes to speed up the processing of enquiries.
Reporting: Transparent metrics
You need transparent reporting to understand your situation.
Analyse it regularly:
Where does customer centricity end and targeted selling begin? Who is your customer? What do they need? We hope our article will help you answer these questions. Find the weaknesses in your marketing and advertising and make the buying process as easy and enjoyable as possible.
You need transparent reporting to understand your situation.
Analyse it regularly:
- Lead reporting. How many leads have come in, what stage they are at.
- Average cheque. Shows whether the chosen strategy for acquiring paying customers is effective.
- Transaction duration. The shorter the transaction cycle, the more effective your sales system.
- Customer churn. Analyse how many customers are returning.
- Cross-sectional analysis. Combine data from all stages of the funnel - from first contact to close. So you can see the big picture and identify weaknesses.
Where does customer centricity end and targeted selling begin? Who is your customer? What do they need? We hope our article will help you answer these questions. Find the weaknesses in your marketing and advertising and make the buying process as easy and enjoyable as possible.
Our Contacts
Do you have any questions? Send us an request via this form!
TON OP DOO LTD
Address: 8 BORBA STR., PLOVDIV, BULGARIA, 4021
Mail: info@tonop.bg
Address: 8 BORBA STR., PLOVDIV, BULGARIA, 4021
Mail: info@tonop.bg