How to Turn Prospects into Customers

Turning prospects into customers starts by understanding the transition from interest to acquisition and closing the product-sales loop. Getting your customers to know about your brand is one thing, but it takes strategy and data to take them to the next level.

Optimizing the product-sales loop requires constant testing, or you risk a high customer acquisition cost and could lose prospects.

Follow the three steps outlined in our whitepaper to make sure this vital strategy is executed well: Establish brand and product value, demonstrate trust, and act with speed.

Establish Value

To establish a positive value exchange, your brand first needs to use actionable data to find out your customers’ needs and obstacles to purchase. Develop and utilize a customer data intelligence map by charting out customer motivations, constraints, and how your brand fulfills its promise by meeting needs and easing constraints.

Your current customers should be one of your primary sources. They have gone through the process of meeting their own needs with your product, which means they have valuable insights on how your product solved their problem and the value it provides (and continues to provide). Use their responses to build your data map, and you’ll have a great starting point to know how to convert prospects into loyal customers.

Demonstrate Trust

Establishing trust with customers is simple and two-fold: Can I trust the product? And can I trust the company?

Trusting the product is about making sure it does what you say it will do. Very little breaks a customer’s confidence in a brand like being sold something that doesn’t work the way it was promised. Find out where your customers’ pain points are and make sure your messaging is appropriate for addressing them.

Trusting the company is more complex. It’s about getting the customer to believe their values are your values and making sure you’re walking the walk. Customer reviews, tone of voice, and brand messaging are all critical to this endeavor.

Act with Speed

Finally, your brand must act quickly when customers find challenges in their journey. Any delay in brand response reduces trust and satisfaction. Customers report wanting a guided experience and to feel like their needs are being addressed and met.

Find a way to optimize your response time across social channels and when customers reach out directly. A response delay can mean the difference between a loyal brand advocate and a customer who has moved on to another brand.

Download our white paper for more details on these insights and a case study on how you can best turn prospects into customers by redefining the relationship and meeting expectations.