Before we can start talking about Lead Conversion, we must first understand what a “Lead” is. A lead or a sales lead is the information or identity of a person or even entity that is potentially interested to a company’s product or service. The lead must also have the authority to avail of said product or service. The lead is essentially the first step of getting a sale or the sales process. Leads are usually generated or distributed by marketing companies or the marketing wing of companies.
Advertising is the most common way to get leads as they are usually the most eye-catching method. These sales leads can also be generated by other ways such as trade shows, direct marketing and spam mail/email, or directly from a salesperson. Perhaps the latest and quickest way to get leads nowadays is exploiting social networks such as Facebook and Twitter. Facebook itself has over a million subscribers world-wide which mean that there could be potential customers there. Companies can also make outgoing calls directly to potential customers.
The problem with sales leads is that they do not automatically translate to actual sales. These sales must be converted into sales hence the process of lead conversion. There are general tips on how to change sales leads.
Lead Conversion Tips
These lead conversion tips are generally applicable to every situation in marketing. Before getting into using the color theory for lead conversion, this must be discussed first. Note that the color theory may work on its own without these tips but generally work better as a supplement in conjunction with these tips.
- Buyer Knowledge
Knowing the customer’s capacity to buy as well as the necessity to buy goes a long way. Also remember that the customer might have already interacted with the company before and might not find it pleasing to yank out the same opening spiel on him again. This is business but that not only means that the customer is always right but picking out the right customer too.
- Goals
Just as important is to know what you want from the customer. It isn’t just isolated to direct lead to lead conversion. Dropping hints or promotions could entice the customer to come again. Always remember to never push the customer too much; this should be the number one goal.
- Follow-up
Sometimes following-up on the customer is needed. This somehow gives the customer a sense of importance from the company. As mentioned before, pushing the customer too much on the product or service is not goodAlso always remember to note customers that have already been followed up on in order for other representatives of the company to know what to say should another follow-up be conducted.
The Power of Colors
Colors are enticing. The whole world is full of colors and they evoke a certain feeling. For example, blue usually denotes calmness while red is the opposite. The color theory has been used by the greatest thinkers throughout the centuries. Users included not only notable artists but scientists as well. These included Leonardo da Vinci and Sir Isaac Newton. The modern color theory, however; was invented by artist Albert Munsell.
Incorporating the color theory in lead conversion involves understanding what it’s all about. For one, Albert Munsell emphasized that colors had properties such as color space, chroma and value. Basically, colors elicit emotional responses depending on what color is used. Using it correctly could be the difference between a sale and an agitated (and confused) customer. Let’s take a look at some of the more common colors that are used in businesses.
Blue is the color of calmness. It is easy on the eyes and is probably the most common color in business cards, websites, or even buildings (interiors at least). More importantly, blue evokes the feeling of trust which is what most businesses are trying to convey to their customers.
Red is the color of energy. It is a dynamic and vibrant color; the color of action and adventure. The color red is dominating and commanding. It somehow evokes the feeling of awe and inspiration. This is good for customers who cannot decide immediately as red can induce a feeling of action.
Green is easily associated with peace and nature. Like blue, it is easy on the eyes but is also the color of balance and integrity. It may also symbolize wealth and growth. Green isn’t really immediately associated with business (albeit the US dollar being green in color) and is more common for environmental or peace groups.
Other colors are usually derivations of these 3 set colors. Some could mean the same or different. The important thing to remember when applying the color theory to lead conversion is to ask yourself: “what do I want to get from this customer”. The primary use of the color theory is to evoke the emotions of the customer and a proper combination of colors could mean a successful lead conversion.
