A core reason for that is the failure to conduct meaningful sales conversations with prospects that inhibits customer recruitment and growth.
It can be challenging for salespeople to start conversations with prospects who are complete strangers. Apart from connecting emotionally with them, salespeople must also have a compelling business reason to get their attention and start the conversation.
And once they manage to do that, the pressure is on them to constantly keep the prospects engrossed and complete the sale.
At these times a deal might be lost because a supplier or vendor, who may have had a great product or service to sell, could not initiate a meaningful customer conversation.
Often it was because they lacked the insight and knowledge about a prospect’s business -- a starting point for a much deeper and relevant discussion.
Forrester estimates 77 percent of executive buyers believe salespeople do not understand their business issues during conversations with them. The research further shows 70 percent of executives believe salespeople are not prepared for the questions they might ask.
Digital marketing agencies and salespeople can be well prepared for such discourses with Vendasta’s Snapshot Report.
What is a Snapshot Report?
Snapshot Report is a prospecting marketing cloud application that scrapes the internet for online performance information about a specific business and creates a summary report of results.
It provides an overall score and gives detailed information about where online problems and information gaps may exist, and suggests improvements that should be made.
Consider the example of a marketing agency that has identified a restaurant as a prospect.
Running a Snapshot Report for the restaurant might reveal something as simple as missing information about the business or a much more serious situation of unanswered negative online reviews that may be damaging the business brand and discouraging customers.
This information sets up a deeper conversation that can be had with a prospect where they can be guided to solutions that a marketing agency can provide through various products and services.
Expanding opportunities with Snapshot Report
Kelly Geary, former Director of Marketing Solutions for Swift Communications, says using Snapshot Report helped her agency reach a segment of businesses that they hadn’t talked to before.
1. Business Listings
Missing or inaccurate information in a listing can make it difficult or impossible to find a business on search engines like Google, which can lead to lost opportunities and potential new customers.
Snapshot Report gathers online listings information for businesses from more than 70 different directories, and shows where information may be missing.
2. Online Reviews
Approximately 95 percent of consumers make purchasing decisions based on the online reviews they read. Negative reviews can lead to the risk of losing business and customers.
Snapshot Report gathers review information about businesses from more than 30 different review websites, and provides the industry average ratings based on similar businesses.
3. Social Media Presence
Most local businesses today have a presence on at least one social media channel where they can assess the purchasing intentions of their customers.
Snapshot Report provides an overview of a prospect’s social channels, including post activity and engagement. This information can be compared with other similar businesses to assess relative performance.
4. Website Performance
Sean Work, the former Director of Marketing at Kissmetrics -- a customer engagement automation provider -- estimates 40 percent of consumers close a website that takes more than three seconds to load.
Since a business’s website is the first point of contact that a customer has with the business itself, it’s important that businesses offer customers with a pleasant browsing experience.
Snapshot Report analyzes that information and provides website performance metrics, including loading speed, mobile responsiveness, and site content.
5. Digital Advertising
Digital advertising campaigns can help businesses increase their brand awareness, drive customers to their website, and increase their sales.
Snapshot Report analyzes a business’s digital advertisements and offers recommendations on keywords that would improve impressions and click-throughs.
6. Search Engine Optimization
Organic health helps businesses not be over reliant on paid marketing efforts. Targeting the right set of keywords can help businesses get a competitive advantage.
Snapshot Report helps businesses find the best organic keywords to use to help attract customers, and compares their keyword performance with those used by competitors.
Finally, there’s ecommerce. With the growing trend of ecommerce and business being conducted online, it’s imperative that marketing agencies and businesses embrace the trend.
Using Snapshot Report, salespeople can get deep insights into their prospect’s ecommerce challenges, a valuable insight to start conversations and provide solutions.
How can Vendasta help you
Vendasta’s churn study, of more than 10,000 businesses, concludes agencies can increase customer retention by 30 percent by identifying their needs and then proposing relevant solutions.
By using Snapshot Report, marketing agencies can do exactly that.
Sign up for a FREE Snapshot Report training course where Vendasta Chief Customer Officer, George Leith, shares his expertise and shows you how to use this powerful marketing and sales solution.
Take the course today and become a Snapshot ninja.