Beginner’s Checklist on How to Guide Qualified Leads to Your Product
As a consumer, making a purchase is challenging.
There are just too many options! And everyone is trying to convince you that they are the best option for your purchase. But which one is actually the best option? How do you know whom to trust?
As a marketer or business owner, the challenge of selling continually becomes more and more complex. The competition is stiff and is only getting more crowded. Consumers are demanding more because they are getting savvier. And the rules of the lead generation are constantly changing.
All of these components create a large gap between businesses and customers. So how can you guide qualified leads and offer them the perfect product fit?
Guided selling is the answer to bridging that distance.
This approach to selling is consumer oriented. It thinks about the customer, where they are in life, what their pain points are and how you can help guide them to your product or service as a solution.
In this article, we will explain how guided selling puts the customer first, how assessments help you better understand the needs of your customers and how your website can act as your sales associate.
Focus on the Customer
We’ve all heard the old adage—the customer is always right.
But what if that customer doesn’t know the answer? What if they are experiencing an issue but have no idea how to begin to approach a solution? That’s where you need to come in as a business owner or marketer. It’s your responsibility to help them choose the right path on their journey.
For example, you’re a SaaS company that provides software services for marketing agencies. You can conduct a survey to determine the pain points of your (potential) clients, thus helping them identify the right customer journey, tailored to their needs.
First, focus on your buyer persona’s pain points. What is causing them issues? How can they do what they need more efficiently? What questions are they asking about your industry? This is essential to guided selling. In this case, it’s clear that your client needs help with two issues: getting new clients, and managing time.
In order to begin the journey, you need to know where to meet qualified leads.
Guided selling is all about setting up a dialogue between you and your customers, especially in digital or AI-focused ways such as chat bots. You want to help guide them toward your website and your purchase. But with all the options available, how do you get them to visit your website at all?
At this point, content is helpful. You need to think about the customer’s pain points and create content that will help them. While customers are doing their research about their pain points, make sure you have content addressing it. This guides them to your website and helps with the awareness stage of the sales funnel. Once they are on your website, it’s time to really kick the guided selling in gear.
Use Assessments or Quizzes to Help
As we explained above, there tends to be a gap between customers and businesses. That gap is created by a lack of communication between the two. Assessments bridge that gap by connecting customers and businesses with strategic communication.
Ask, Assess, Advise
Customers have pain points, and it’s your job to find them and help solve them with your product or service. But how do you even start to understand these pain points? The answer is simple: just ask your customers.
For example, this author sells his expertise to business managers and teams. With a quiz, he asks his audience about their current communication style. At the end of the questionnaire, the respondents receive tips on how to improve their team communication ànd they are redirected to buy either a book, or to make a further appointment to have the author over for a keynote.
Hence, they are guided to the right solution for their personal pain points.
With quizzes or assessments, you open up two-way communication with customers. You’re providing a platform for them to approach and tell you exactly what their situation is and how they would like to approach it.
How To Set Up a Quiz
When setting up your assessment, it’s essential to keep the customer in mind. Provide multiple-choice questions, radio choice questions and even open-ended questions so they can personalize their responses as much as possible. These are valuable data to build your further customer journey on.
Image Choice Question
Radio Choice Question
At the end of your assessment, you want to make sure the customer has a good idea of what exactly they are seeking—whether it be a specific product of yours or service—and you can even throw in a little incentive for them to pursue it with you specifically.
For more on how quizzes can increase your sales check out How to Use a Quiz Funnel to Grow Your Email List.
Offer Value With a Personalized Report
Your website visitors will be thankful for your free guidance, but you can take it a step further.
You can equip your customer with all the information they need regarding their needs and possible solutions in the form of tangible, useful feedback for the future. Automatic reports with detailed information around their pain points—including research, statistics, benchmarks, etc.—as well as in-depth information about your solutions and recommendations will guide your customers to a final decision.
And that final decision is very likely to be with your business, if they see the level of expertise you can offer them.
While assessments are an extremely helpful guided selling tool because of their ability to provide helpful information to both the business and—most importantly—the customer, they aren’t the only ones.
Guided selling comes in all shapes and sizes, but the most important thing to keep in mind is that you—as a business owner or marketer—want to sell on value, not price. But what exactly does that mean? And what does it look like?
More Value, Less Jargon
Once your customer is on your website, you want to make your communication with customers direct and relatable. We’ll repeat that because it’s so important—make your communication relatable to your customer. Don’t use marketing or industry jargon on your website and especially on your product or service descriptions.
Yes, you should prove your expertise by using professional jargon, but you also want to make sure your customers completely understand the value of what they are viewing, not have to look up a bunch of different words to even understand the product or service. Therefore, find a good balance between expertise and accessibility.
One website that excels at this is Man Crates, a gift-giving website for men. They understand that those purchasing the gifts might not know exactly what they are seeking. That’s why the copy of the website works so well. It skips, or explains, the “language” of the gifts in a way that isn’t intimidating. The wit included in the jargon expresses the value and helps the decision makers, well, make their decisions.
Focus on Navigation
Navigation of your website is extremely important as you guide your customer to their purchase. Keep your customer in mind as you set up the architecture of your website. Create customer personas based off of your customers and their needs, and make sure those are reflected in the build of the website.
You don’t want your customers to be wandering around your website like a maze trying to find what they need. They’ll sooner wander right off of your page than waste their valuable time on a scavenger hunt. Set up your website to guide your customers—i.e. Audience segments or customer personas—to what they want or need.
One website that does this well is Patagonia. Not only do they have their navigation set up to section out genders, ages and desired clothing, as seen above. They also section out their website based on the activities their visitors partake in. You can see how they do that below.
Include Interactive Content
We’ve said it before, and we’ll say it again, interactive content is the future of successful selling. There is so much competition for every product and every industry, so you need to help customers choose you. Interactive content helps them step out of their current world without your purchase and into a world where they already own your product or service.
For example, Sephora’s virtual artist helps customers see what exactly different shades of makeup look like on a person. This is extremely helpful because these shades can look extremely different when seen just with the makeup and when actually applied.
But providing a way for customers to see this, Sephora is helping guide them to a specific product from the comfort of their own homes. If you are not sure what sort of content you should be producing to increase engagement, find trendy and most viewed content related to your niche through content discovery and help your customers through your content.
Guided selling helps customers understand what they are looking for, by focusing on their pain points and offering the right solution accordingly.
As a business, you need to make sure you are reaching out to your customers to meet them where they already are, in order to help them make a purchase on your website:
- Use the correct tools such as assessments to better understand your leads’ pain points
- Write copy that focuses on returning value (not jargon) will help them better understand what you bring to the table.
- Guide leads throughout your website easily and efficiently with proper navigation, always highlight what the next step is.
- Interactive content secures sales by helping leads understand exactly how your product or service will help them.
So, what are you waiting for? Get started with guided selling today!
About the Author
Stefan Debois is the founder and CEO of Survey Anyplace, an online software tool to create engaging surveys, assessments and personalized reports. Besides kitesurfing, Stefan is passionate about using technology to build professional relationships with people at scale.