150 short messages can provide value to potential customers, and at the same time, after careful design, the language is concise and powerful, which is the most ideal in actual combat.
Sales representatives need to distinguish between short text content and concise language. The number of words of text information can be slightly longer. As long as the language is concise, the readability of the text is still very strong, and there is enough space to explain clearly what benefits we can bring to our customers. However, the short text message is much more difficult to express because of the limitation of the number of words, which makes it impossible for the sales representative to make one thing clear with so few words.
Data can also support this. Compared with a short message of one or two sentences, a long message of 150 words or more increases the probability of continuing the sales process by 15 times.
This is consistent with the sales telephone advice we provide. On the phone, the sales representative needs to seize every opportunity to talk more, with the first purpose of expressing his meaning completely. The same is true of written information. The attention of potential customers is fleeting. Once you get the opportunity for potential customers to check the news, it's best to make things clear with longer information first.
Second, be cautious when talking about the return on investment in the process of text chat. In many text chat messages written by sales representatives, sales representatives will cite the return on investment as evidence of product effectiveness, but according to the research of sellers, the actual effect can be limited.
Listing an amazing number seems to impress potential customers, but the data shows that if the return on investment is used in SMS, the sales success rate will drop 15%.
Because the return on investment in SMS is the opinion of the sales representative, and it is a unilateral demonstration of the effectiveness of the product by the sales representative, especially when it comes to the return on investment. The return on investment provided by SMS can not explain its background in detail, nor can it explain what kind of practical problems the product solves. In this case, it seems that pure investment return data is not enough.
Buyers often make decisions based on emotions, and then use logic to demonstrate their decisions. If you need to demonstrate the return on investment, it is more appropriate to use other forms than text chat.
Third, don't push potential customers with guilt or sympathy. Some sales representatives will say something about "morally kidnapping" customers in short messages because they want to improve the response rate of messages in the follow-up process. For example, "We haven't received your reply yet" may make customers feel a little guilty, and it will really improve the SMS response rate. However, from the data performance, the conversion rate into sales presentations will decline because of such speeches.
The emotional connection between sales representatives and customers is very important. It should be positive and warm, not negative and guilty.
But the more real situation is that customers can't fall in love with sales representatives. Customers probably don't feel the hard work of the sales representative and the efforts made to promote the sales process, so they don't know what the wording in the text message is.
In the worst case, the customer resisted this push and simply ended the contact with the sales representative.
* * * Love needs emotional energy. The scene of text interaction should not be pushed by emotional guilt or sympathy. It is enough to do what needs to be done and provide warm positive emotions.
Fourth, text chat can explain the price. Many sales representatives will think that the price should not be shared in text chat, but the data collected by the seller brother proves that the price has a great positive impact on the profit rate of sales through SMS.
Sellers have always advocated that they can quote customers in the early stage of the sales cycle, which is conducive to the rapid advancement of the sales process.
However, we do not recommend price negotiation with customers in SMS. Sending messages and emails is a one-way conversation, and neither side can reply in time. There will be a pause between every two messages.
On the one hand, it is not easy to explain the price clearly in short messages, which may cause misunderstanding; More importantly, price negotiation through SMS gives customers the most important thing: reaction time. Customers can use this time to compare prices, or contact competitors, so that the two sides fall into malicious bargaining.
Therefore, we suggest to quote by SMS, but negotiate the price by meeting or telephone.
5. How does text chat promote the sales process? At the end of the chat, we generally need to try to push the potential customers to keep in touch and enter the next sales stage. These contents are called CTA (Call to Action). Our common CTA has three modes:
Set a specific time and ask potential customers if they can meet or talk at this time. For example, "can we make a phone call at 3 pm this Thursday?" Offer to meet or talk, but don't set a specific time. For example, "Do you have time to call me later?" Don't ask for a meeting or conversation, ask about the interests of potential customers. For example, "Are you interested in learning more about the product?" When a sales representative or SDR contacts a potential customer for the first time 1, one of the three types of CTAs wins with absolute advantage, that is, asking the potential interest of the customer increases the possibility of promoting the sales process by at least 15%.
Why is this happening?
Potential customers are faced with an unfamiliar sales representative, and time is a scarce resource for them. At this time, asking potential customers for time is easy to be directly rejected. If you share information in areas that customers are interested in, customers are more likely to give positive feedback, which will give sales representatives more opportunities to continue to promote the sales process at the right time.
Once the sales representative successfully arouses the customer's interest and the potential customer formally enters the sales process, the sales team should stop using the interest-oriented CTA and adopt the first method, set an accurate time and place, and strive for a clean meeting. If the sales representative is uncertain, the more times he repeats it, the more likely the customer will change his mind.
In sales activities, we often make decisions driven by intuition, but the results based on a large number of data analysis may be different from intuition. Analysis and decision-making based on conversation data can help the sales team to dig the rules behind the sales data and effectively avoid the "pit" buried by this intuition.
This article was originally published by @ Selling Brother. Everyone is a product manager. Reprinting is prohibited without permission.
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