Converting the Middle of the Funnel
The middle of the funnel is where sales lead nurturing and follow-up happen. After you get interest from initial contacts from your inbound or outbound selling, there is a phase of trust-building which requires consistency and strategic touches.
The best kind of salespeople to work this sales process are service-oriented people that want to provide a high level of personal service and care.
While you may have gotten attention in the beginning, you now have the job of organizing the pipeline of interested sales opportunities and nurture them with content, information and relationship building.
The failure point in the middle of the sales funnel comes down to people. You want timeliness and relevant information consistently. Ultimately, you are asking people to perform like machines when it comes to sales conversion in the middle of the funnel.
Some of the challenge to gain consistency is to use marketing automation which triggers messaging based on sales prospect behaviors such as a page visit, a clicked link or even no response after a period of time.
The success that sales organizations have had vary based on the management of systems, process and content. It’s a highly involved process that requires full engagement and analysis of sales conversion milestones.
Did buyers move to expected next steps?
Is the ordering, format and presentation of content optimized?
Do salespeople work productively to follow-up 5–12 times?
Are all the buyer profiles captured and accounted for in customer journeys?
Your middle of the funnel approach is not a one and done. It is an ongoing strategic and analytical approach. You let the data accumulated from marketing automation systems and your inside sales team’s follow-up tell you how to adjust your approach.
Ultimately, the goal is to set up a bottom of the funnel event such as a presentation, closing conversation or executive handoff.
Do you have the right systems and talent to make your middle of the funnel process work?
Originally published at salesconversion.dondalrymple.com on October 31, 2016.