We know the journey a customer takes toward the purchase of a product or service is the most crucial part of your business. From the first interaction with a perspective customer to the last, every aspect of your sales funnel is crucial; so why aren't you using a chatbot to help?
Chatbots have numerous uses in today's sales and marketing environment. They can easily collect a large number of data from an equally large number of prospective customers, and sift through them faster than humans can. With the insights gained from this data, salespeople and marketers can make better and more intelligent improvements in their sales funnel. Here's how:
As we know, the topmost section of the sales funnel is responsible for making prospective customers aware of the brand. This is where they first find out that a product or a service exists through various means like a viral video, media mentions, and advertising, among others. Adopting a chatbot in the awareness phase is all about initiating a "conversation".
Companies deploy chatbots at the top of the funnel to establish conversations with prospective customers. Most chatbots are utilized on websites. These chatbots are programmed to pop up and strike a conversation while the user is browsing. They can be programmed to ask questions meant to guide a conversation into a sale. Businesses that are more social media savvy uses chatbots in messaging apps like Facebook Messenger. These ones work like traditional email marketing, but instead of delivering content through email, chatbots bring content through instant messages.
Your interest stage, where the potential customer is interested enough in product or service that he or she spends time researching about it or contacting the company for more information, often end in subscriptions to email lists or social media accounts.
Chatbots can be used in this stage of the funnel to handle preliminary and frequently asked questions. Handling repetitive questions makes a lot of business sense, too, as customers put a high value on having their time valued. One Forrester study, for example, found that 71% of customers said that valuing their time is the most important quality of a brand for them. Chatbots can help a company meet this demand owing to their round-the-clock availability.
Chatbots are also the less intrusive option of communication. They don't take up as much time as a phone call and they don't flood one's inbox as emails do. Moreover, there's no special app that needs to be installed as chatbots can be directly added to the company's site or a messaging app.
Your Decision stage, where prospective customers decide on whether he or she makes a purchase or not, often needs the most encouragement. To nudge them into opening their wallets, marketers employ a number of tactics in this phase like advertisements, free informational content, and sales offers.
Chatbots help in this stage by delivering the information a potential client may need to make a decision. They can help alleviate doubts by directly answering questions or delivering content that addresses a user's concern. The goal here is to keep the prospective client on course toward the sale by providing answers to hesitant leads in a timely manner.
Another important role that chatbots can play in this stage is data collection. Responses received by chatbots can be used by marketers to determine the factors making prospective buyers hesitant. They can then use these insights to craft better content that will better address the concerns of customers. Moreover, this data can also be used to determine which customers are more likely to make a purchase. By doing this, salespeople have a higher chance of getting a sale by weeding out unqualified leads and devoting resources on those who are truly interested in the company's product or service.
Now your lead has officially become a customer, but the jobs not over yet. In the Action phase, chatbots can still be used to remind customers about renewing subscriptions, help them with tracking their orders, or suggest other items based on their purchase history. One particularly common use of chatbots is in cart abandonment. Chatbots can be programmed to remind shoppers about an incomplete transaction through a short message, and they can also be used to deliver a limited-time offer to customers who are having second thoughts at the last minute.
The Bottom Line
Chatbots are steadily being added to many sales-related activities. Companies are finding new ways to incorporate chatbots not just in the sales funnel, but also in other activities like lead generation, lead nurturing, and drip campaigns, among many others.
If you want a chatbot for sales but have no idea where or how to start, let's chat