Closed sales are what drives salespeople and their actions. But many forget an important aspect when communicating with prospects: making a call to action to others. And sellers shouldn’t just rely on one call to action (CTA). They should use them throughout the entire sales process to move the prospect through the pipeline.
CTA best practices to guide you to closed sales
While CTAs are a popular technique among marketers, they can also be beneficial to sellers. Inviting prospects to take a specific action at various points in their journey can drive them toward a sale. This gentle navigation technique is not pushy yet effective. But reps need to employ best practices when creating these calls.
According to Uplift Content, there are certain things that CTAs should do in addition to inspiring action. They must, first and foremost, deliver value and trust. Prospects are looking for value, and from the first contact, reps should seek to deliver. Otherwise, what other incentive do they have to act? Sellers' calls to action need to clearly offer value for the action requested. And make sure that each CTA delivers value that is relevant to where the buyer is in their journey. In turn, you are also building trust. By delivering that value each time a prospect takes action, you demonstrate that you deliver what you promise. Trust is vital to nurturing a relationship, building a foundation of credibility and getting you closer to closing the deal.
As marketing professional AJ Agrawal simply puts it, "Understand that a call to action is a promise. It may not be an overt promise, but this is how you should be taking it."
To close the deal, sellers need to personalize each part of the sales process, including calls to action. This is how sellers can further demonstrate value. It also shows their knowledge and understanding of what matters to the buyer. Each time you ask sellers to do something, make sure you align their “reward” with what they want or need. Also, use communication methods that match their preferences. Remember, not everyone wants a sales call anymore, so don’t plan to only include CTAs during a call. Instead, consider how you can integrate them into emails, social media posts, Zoom meetings, website links, and other types of communications.
CTAs should be direct and informative
Make sure that when crafting a call to action, the message you want to send is loud and clear. “Strong B2B call to action examples speak directly to the audience they’re intended for, in a manner that’s both informative and to the point,” Uplift Content professionals explain. Let them know exactly what they can gain by accepting your request. Also, don’t just inform buyers what to do, but also how to do it.
And don’t make it too complicated. If you’re asking them to fill out a form or sign up for a webinar, keep the process simple. Also, watch how you share the message. As SalesFuel recommends, “Clear, easily understood language is best when communicating with prospects. If you’re not sure if something is too jargon‑y, ask yourself if it’s a word or phrase that your best friend or neighbor would know. If not, leave it out.”
Examples of effective calls to action
The following are just a few examples of ways you can use calls to action throughout your sales process to help close the deal:
- Sign up for a free trial. The word “free” always grabs attention, and a trial offers the chance to show them what you’re offering. As Uplift Content notes, “Giving your prospects a limited-time peek at how awesome your products and services are is a great way to convert them into paying customers.”
- Join us for an informative webinar. Webinars are an effective way to inform and engage prospects. Sellers can also effectively use them throughout the entire sales process to engage buyers at each stage (here’s how).
- Contact us or send a message. Invite prospects to reach out with any questions they might have which shows that you care about what they have to say.
- Subscribe to a blog or newsletter. This call to action creates a captive audience, and in return, they have first access to the valuable content you provide.
- Try a product demo. Asking the prospect to take a hands-on approach can be extremely effective at showing your offering in action and how well it integrates into their own processes. Also, demos themselves present an opportunity for you to make the next call to action, something many sellers don’t do. In fact, SalesFuel reports that 44% of demos don’t include a call to action.
Whether making a discovery call or engaging at a late stage, calls to action can lead to closed sales. By following these best practices, you can help the buyer navigate through their journey with you while also providing value each step of the way.
Photo by Andrea Piacquadio
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