How to use an online scheduling system to convert prospects into customers - B2B edition

From understanding the needs of prospects in advance, to planning their journey towards a successful sale, there are many factors that contribute to a successful sales strategy. However, one factor is constant and fundamental – businesses need to communicate clearly and offer the right Calls-to-Action (CTA) at every touch point.

Potential customers must understand clearly what action to take, how to take it and what comes next; companies need to be clear about the motivations of each type of prospect and the goals that should be achieved during every part of the funnel to match those motivations effectively.  

Below, we take a look at how using an appointment scheduling solution like TIMIFY across the customer journey can be a highly effective tool to help sales teams thrive:

Top of the funnel:

Initial touch point with your brand or product: with prospects already seeking a product or service like yours at this stage of the customer journey, the key is to provide more information as clearly and simply as possible on all your touch points. Most likely, prospects will land on your website or social media channels the first time. This is your chance to offer a compelling first impression. Provide easy to understand content. Communicate your unique selling points clearly.

Use CTAs that will motivate contacts to take an action, whether to buy, book an appointment or join your email list.

By integrating the possibility to book an appointment for a consultation in all your website and social channels at this stage, you are showing your prospects that you are ready to help them answer their queries in a more personalised and focussed manner. Even when customers may not wish to make direct contact at this stage, embedding the awareness of this option could pay dividends later, when they are ready to talk.

Your goal:

Getting the prospect to engage and provide their contact details for your client database should be a priority at this stage. 

Middle of the funnel:

At this stage you can differentiate between prospects that are ready to talk to you and those who are interested but not yet ready to interact. This could be customers still reviewing publicly available information, marketing materials, case studies or business reports. 

For prospects that have shown further interest in your product, and have shared their contact details, send them an email as soon as possible thanking them for the interest. Let them know you are on hand for queries and offer the possibility to book a consultation call.

Explain clearly how the consultation process works, the benefits of booking free one-to-one sessions with one of your experts and the results you will obtain.

For instance, explain how a personalised session will help complete the set up and configuration of your account following your trial period, completely free.

Your marketing team can engage them via email campaigns. Don't forget to integrate the booking button in all your marketing material to provide a truly multichannel experience. Create clear CTAs: book a call with a representative, book a demo, etc.

Your goal:

Get your prospect on the phone as soon as possible to discuss their interest. Your sales team can then use their skills to offer the best possible solution to the needs of the prospect.

End of the funnel:

Now your prospect has booked a consultation and is truly engaged with your product or service. 

When the consultation has been completed, send an automated email to thank your customer for their time and offer the chance to give feedback. This immediate evaluation of the consultation can provide crucial information on what each customer feels went well and can be improved. 

You can then choose to follow up within a few days, sending personalised booking invitations, offering a follow-up consultation via phone, video call or face-to-face or even an in-house presentation. The same communication can show the current availability of your sales reps for appointments.

In addition, send valuable material such as user cases, industry reports or case studies, showing how similar companies in their industry or with the same needs have found a solution with your product. 

Summary

Using an online scheduling tool during your sales process will improve performance as your sales team won’t need to spend time calling and arranging meetings by phone. Leads are given the freedom to contact you when they feel ready, empowering them to choose the interactions they want and need without feeling pushed or hassled with an overly-aggressive sales technique.