Frustrated With Trying To Analyze Your Sales Conversion Patterns? Let Technology Help!

For some salespeople, it seems like their friends over in the marketing department get all the cool toys. So many awesome systems allow those guys across the hall to measure just about anything about their prospect behavior.

Salespeople, on the other hand, invest significant time, effort and resources to create content that attracts potential clients. They pore over research, collect data, invest in quality writers and share their sales assets on social networks, through email newsletters and on the company blog.

And yet salespeople generally don’t get much tracking information beyond perhaps a “read receipt” from an email. In fact, as a rule, salespeople have zero visibility into what their prospects are actually doing with the sales assets they provided. What the customer does and what they say they do are two different things.

Here’s the extent of how most sales reps are able to track engagement:

Sales rep: “Hey, I sent you that slide deck you wanted. Have you seen it?”
Prospect: “Oh! Um. Yeah! It was great, thanks.”
Sales rep: “So what did you think of that last slide? Didn’t you love that graphic?”
Prospect: “Well, err … Yeah. It was, uh, really good. I loved the red bar graph.”
Sales rep: “Wait. What bar graph?”
Prospect: “Oh. I guess I must have read something else.”

Nope. The prospect never even looked at the deck. Here’s the bigger problem: Until this uncomfortable conversation, the salesperson had no idea whether the prospect took a peek at the presentation or not. 

If marketing can do this, why can’t sales, too? It’s time to change that! Thanks to advancing technology, organizations and their salespeople can actually track the sales conversion patterns of their prospective customers. They’re able to learn when they are converting and how. 

Here are three ways that technology helps you to monitor, analyze and track everything about your prospects’ sales conversion patterns. 

  1. Increase overall visibility: Improving the general visibility into your prospects’ actions gives salespeople a better sense of how qualified the prospect really is. Sure, the prospect requested information from you, but with visibility, you can see that they didn’t actually read much of the provided content. Great metrics to track general visibility include click rates, the amount of time they’re spending with each sales asset and preference for content format. Do they tend to gravitate toward videos or white papers? You need to know. 

  2. Analyze the data: Getting a general picture of the prospect is helpful, but digging deeper into the data is even better. It’s important for salespeople to see what’s resonating with their customers. It’s always a good idea to start data analysis efforts with some simple A/B testing. Find out what’s working and what isn’t. Test headlines, call-to-action buttons, content length and production types — anything that will help your prospects to move through the buyer’s cycle. Remember, if they’re not converting, you’ve got work to do. You have to figure out if you’re addressing the right pain points. Are you adding the right level of value to this particular customer? You can’t understand these things unless you know — for sure — how and where they’re engaging. 

  3. Let prospects view assets on any smart device: Around the world, people (including most of your prospects) are increasingly accessing online content with their smartphones and tablets, rather than a desktop computer. One of the best ways to enable them to consume more content is by making your assets easy to read on a mobile device. Making your content simple and beautiful to read will increase the likelihood that they’ll actually read it. And the more they consume your content, the more you learn about them and their conversion patterns.

The Tellwise Nutshell (TTN): When it comes to creating content, you don’t have to live in a world of “fire and forget.” You can create a feedback loop that will tell you more about what your customers are doing and what the next step should be. Technology can automate this process, analyze it and report on it. We believe it’s time for salespeople and their teams to get real value out of their content. Arm yourselves with powerful technology and you’ll thrive in this industry. After all, marketing shouldn’t have all the cool toys!

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