Mistakes that cause you to lose customers in campaigns for service companies

2 min of reading

Index:

1º Unqualified prospects

2º Unnecessary actions

3º Giving contradictory information

4º Selling at the wrong stage

5º Prejudices

Good prospectingrequires a process, highly worked and optimized, so that during this path customers do not end up lost, and decrease opportunities for prospects that can become potential customers. 

The sales funnel of companies must be taken care of down to the smallest detail, in order to get the best possible performance from it. Having control of your company's prospecting will give you more information about your customer's behavior. 

Many of us get up in the morning, and surely the first thing we do is go to the mirror, comb our hair, wash our face or remove that little hair that influences our aesthetics. Other people take the car to the mechanic to get the best oil, the best equipment. The car may be the most cared-for member of the family. 

Just as personal care, or the care of your vehicle, are important to improve its health, I recommend that you pay greater attention and care to the sales funnel of your business. 

A structure that is not solid in our funnel is like driving a car without a steering wheel; we may be able to start the trip, but we will certainly not be able to get to the desired destination. 

Having the funnel optimized in detail will improve the health of your company, obtaining a better qualification of your prospects, and therefore, you will see it translated into a higher turnover. 

In this blog we will give you very valuable information, so you can avoid these mistakes that can lead you to lose customers. Many of us make them without realizing it, or on the other hand we have not planned well our sales funnel. 

Let's get started! 

1º Prospects who are not qualified 

It is important to identify this type of customer profile. It is making us lose money with a bad segmentation in our marketing, as well as time and energy. In fact, a good salesperson or sales professional has a knack for detecting this type of profile. 

There is no greater frustration than to have a person in front of you, to whom we insist and insist, to try to close a sale, but finally it never comes to fruition. This can generate a frustration that not everyone is able to bear. It is of vital importance to detect that person who is simply there by chance, or has some interest in our product or service, but most likely will not end up buying. 

If in our sales funnel, one way to attract a cold prospect is to offer a free webinar, offer a discount coupon, or give away for example any guide or ebook, not necessarily the person who is leaving us their data must become a regular customer. 

Another thing that can happen is to do email marketing, and have people who have not opened an email. You must think that a prospect who performs any of these actions mentioned above, does not have to take the next step, and may even lose interest there. 

If you have seen that the person has lost interest, does not take a step further in getting to know you, your service, or your company, you already have more than enough signs to know that he/she is not a potential client for you. 

Think that we are obtaining very valuable information about the person, which will help us to qualify within our sales funnel. 

My advice here is: Instead of focusing on prospects that have no interest in you, invest your energy in finding new prospects, and repeat the process to find out if they really are potential customers or not. 

2º Subjecting the prospect to unnecessary actions 

Very typical, when you have not worked on your sales funnel. We make our customers or prospects carry out actions that do not bring us as a company anything, maybe some data but not necessarily the most relevant to increase our sales. 

It is important that to be a good entrepreneur, you must first be a customer. Do a test, buy yourself, pretend you are a customer with your company. It will be a very effective way to put yourself in their shoes, and know what feelings they may have when they contact you or when they are interested in purchasing your product or service. 

Once you are going through this process, take a close look at all the steps you must follow to make a purchase. Ask yourself, Are they all necessary, and is it possible to omit any that would simply be a nuisance and take the prospect away from our objective? 

Define what your goal is to structure your sales funnel. If your goal is to contact your customers by email, it is very important that in your contact form there is a box for people to leave their email address. This way you will be able to better qualify your potential customers. Therefore, the person who fills out and sends you the form with his email address will be more qualified to buy from you than a person who has not sent you the form.

3º Contradictory information or confusing landing pages 

At this point, I would like to extrapolate to hospitality companies. We are not regular consumers in this sector, but obviously we do have some outings from time to time. 

As entrepreneurs or people focused on marketing, there are details that we observe that can give us an idea of how some of the hospitality businesses we go out to for lunch or dinner work. 

I have chosen this sector because, being an occasional customer, it is not necessary to carry out the test mentioned in the previous point. 

I have noticed that in recent years, there are more gourmet burger franchises, compared to McDonalds or Burger King, that are growing like crazy and have a business model that, from the customer's point of view, seems very good. Do you know why? 

Besides the fact that the quality of the product is quite good, all these businesses have one thing in common: a simple menu, with few options, and all of them very appetizing. 

It's something to keep in mind, because it makes it easier for you to choose a product, and by working on fewer products for sale, you can have more control over their quality. By helping you in the choice, we lose that feeling of: am I choosing the best product? 

The Apple company has a similar operation, they are medium and high end electronic products, having a moderate volume of products, which of course results in having a shorter time of choice, and on the other hand helps the customer to believe that he has chosen the best option. 

Returning to the example of the hotel business, now let's imagine that we go to a place where we see a menu, and there is a choice: meat, fish, Mexican food, Korean food, etc. Do you think that the food offered here will be of higher quality than a fish specialist, for example? Evidently, the answer is no. 

First, you cannot connect with affinity to a wide audience with diverse tastes, and second, you are not helping your customers at all by giving them so many options to choose from. You can't be great at everything or offer an infinite number of products and have them all be of the highest quality. You will lose customers, they don't want to waste their time having to choose from hundreds of products. 

Your website should be the same, be clear, concise, offer few services or products but of the highest possible quality. We as consumers are generally customers of companies that offer few products, but generally they are companies that offer the highest quality products possible. 

Remember, you can't connect with everyone, but you can connect with a very specific sector.

On the other hand, your funnel must be absolutely consistent. A mistake that will cause you to lose customers is to contradict yourself. This is a mistake that some companies make. 

Let me give you a simple example: Imagine that in a primary phase of the sales funnel, you say that you have a product exclusive only for customers in Spain, and as the customer moves down the funnel, you tell him that more than one million customers around the world enjoy your product. 

This contradiction will cause some of your customers to lose confidence, and ultimately not purchase your product. 

4º Trying to sell your product or service to a prospect who is not at a "hotter" stage. 

You must be observant, be clear about the stage your client or prospect is in, to know if it is a good time to try to close the sale or not. If you try to sell to a prospect at a very early stage, it is very likely that he will run away, believing that you are trying to sell him something. 

People love to buy, but they hate it when you try to sell to them. This is why you must take into account the stage of the prospect, to choose the most opportune moment to close the sale. 

It is important to define how your sales funnel is, if it is very fierce and more aggressive or if you really prefer it to be more leisurely, in a more organic way. One is not better than the other, one strategy works better for each company than the other. Obviously to know what works best for them, they carry out a strategy planning, and of course they know what works best for them by obtaining this information. 

Avoid pressuring prospects who are not at the point where they are ready to make the purchase. If they are not ready, and we pressure them, we will lose this sale. Choose the right time. 

Choosing the right moment is not only not anticipating to sell too quickly, but also trying to make sure that the moment is not too late. If a customer is in a stage of evaluating options, and we let him think about it or disappear, he will most likely choose the option that is giving him a good follow-up. 

At this point in the sale, you should give them more reasons why they should buy from you. Offer benefits of your product, but keep your distance, because giving a sense of desperation will most likely alienate you from your customer. 

The important thing at this late stage is not to lose interest in you or your product, or even to forget about you.

5º Prejudices 

Remember that the doors of your business are open to an audience, with their own experience and criteria about your sector or products similar to yours. There we must arm ourselves with superior patience, because we must be clear that it is not our fault. 

To make you understand it better, imagine that a close friend of yours has bought an HP laptop. Well, imagine that the computer has never stopped giving you problems, formatting, parts that need to be replaced, problems with the screen, and all this once the warranty has passed. 

Once your friend tells you this indignantly, it is your turn to buy a new laptop and you have never owned the HP brand. After the experience your friend has told you about, would you buy an HP computer? I assure you that you would not. You are already prejudiced towards that brand, believing that it will give you problems, and you will probably consider other options. 

Now think, the experience your friend has had is terrible, but you should know that the HP brand is one of the best sellers worldwide. This can also happen to you in your sector or business, for example, you have hired a bad digital marketing service, and because of this, you will never hire an agency again, because your belief leads you to think that they are all the same. 

If you meet someone who is prejudiced towards your company or sector, but they come back to ask for information, what they really want is to believe you. Give them a free demonstration of your product or service, and let them feel the benefits firsthand. It will surely help you convert that customer. 

I recommend you never attack a customer like that, just give them reasons to believe in you, and to see that you are different. Being a good salesperson is not easy, but the real sale begins when the customer buys your product or service. The quality of the service, the support you give, the customer service, these factors are what will make your customer choose you and keep choosing you. 

I hope you liked this blog, it is mainly focused on the world of sales, but of course it is a parallel world or an added phase to digital marketing. You must keep in mind that, a business works well as long as the factors that support it are well composed, and all work well. 

A good company has created a good sales strategy, a good marketing strategy, and also offers quality products and services. The moment any of these three elements does not work well, the company's performance can be affected.

See you next time!

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