A Proven Five-Stage Process for Creating Customers Out of Prospects

by Andy Barton

Anybody who works within the B2B and B2C industries knows how critical turning leads into paying clients is. The process is the lifeblood of the sector - and it's what puts money in your pocket and food on your table. For some, this comes easy; certain businesses manage to pinpoint the methodologies that serve them best more quickly than others.

For those that struggle to convert prospective clients, we've compiled a basic overview to guide you through the ground level of the sales process. From grabbing attention through to making a sale, we've got you covered.

The Five-Stage Process that Turns Prospects Into Customers

Step One: Snag Their Attention

Nobody is going to buy anything from you if they don't know that you exist, so get your name out there!

No matter how you decide to advertise to or capture an audience, you'll need to give the strategy your all for the best results. Whether you're sending out physical mail, advertising through social media, creating a blog post, or pushing out video content, make sure that you stand out from the crowd.

A few ideas for grabbing leads' attention include:

  • Citing moving or shocking stats
  • Posing quality questions that arouse interest and curiosity
  • Making bold statements
  • Integrating eye-catching features into physical advertisements i.e. Specialised finishes, graphics, or promotional products

Step Two: Pinpoint Problems and Needs  

Once you've got a few eyes on you, it's showtime. You'll need to prove to potential clients that your product or service is worth buying - and the only way to get that train rolling is to show them that they need a solution to a problem.

Most people have enough to worry about in their daily lives that they won't always be thinking of every issue that needs solving. It's up to you to present this information to your leads. After you've snagged some attention, redirect that attention to the issues at hand. If you don't, you'll have a hard time selling a solution.

Step Three: Position Your Product as the Solution  

You've got the audience, you've explained to them what they need to try to solve, and now it's time to solve it for them.

Clearly and concisely position your product or service as a key solution to whatever issue you've presented. Ideally, you'll be able to elevate your offerings above those of your competitors; if you're selling a knee brace designed to help people after surgery, you'd better have a good reason for why your company's brace is better than any other brace on the market. 

Step Four: Prove Usefulness

Consumers are rapidly catching onto the fact that talk is cheap. It's critical that you keep your advertising truthful because at some point you'll need to prove that what you're saying is true.

Proving your product or service's usefulness and validity serves to boost your credibility and make what you're selling more appealing to buyers. Positioning yourself as a trustworthy authority figure will make or break a sale, so work on your confidence and your knowledge about what you're selling.

Step Five: A Call to Action

Sometimes, all of the talk and proof in the world can't motivate a lead to take action. You'll need to call them to make a move yourself if you want to up your chances of actually making a sale.

Think of creative ways to incite inquiries or other points of contact (and even orders). You don't want your pitch to come across as pushy or tastelessly sales-y, so you should give this aspect of the sale ample consideration. Try to restate the value your product or service holds and emphasize why that should be capitalised upon.

If you're interested in converting more of your leads to paying customers, contact the team Catalystica today. We're devoted to helping small and medium-sized B2B and B2C businesses achieve their goals and elevate their marketing and acquisition strategies. Whether you're an industry veteran or you're new to the game, getting a little help freshening up your sales and marketing approach can help grow your business' bottom line.

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Andy Barton Catalystica

About the Author

Andy Barton is the founder of Catalystica and a sales & marketing technology leader. When he’s not helping his clients, you can find him researching the latest business & technology trends or watching F1 & MotoGP - he's a petrol-head at heart!