Most B2B sales teams spend 80% of their time prospecting, leaving little time to actually close deals. Your sales team doesn’t have to be “dialing for dollars”, wasting time at networking meetups, luncheons, or tradeshows.
The right website lead generation system can give you a steady stream of qualified leads with faucet-like control. With a system like that in place, your sales team could be spending 80% of their time closing deals and bringing back checks instead of getting hung-up on.
We’ve found that there are 4 simple words (yes, WORDS) you can change on your website to increase your lead generation.. and as soon as tomorrow. These simple changes have given companies massive returns setting their sales team up with prospects who are ready to buy.
1. Request a Quote vs Request Pricing
To your prospect, there’s a subtle difference between requesting a “quote” and requesting “pricing,” and it all boils down to sales psychology, convenience, and confrontation avoidance. Most people want to delay a conversation with a salesperson as long as possible. They want to gather appropriate information first, and then engage with a salesperson on their own terms.
When you open the door for a “quote,” you may have inadvertently positioned yourself as a commodity. A request for a quote indicates the primary differentiator in the mind of the buyer is price. A “quote” also represents a definitive answer to a specific set of requests, as well as a potential time commitment on the part of the prospect.
Alternatively, a request for “pricing” is far more general in nature. The prospect asking the pricing question is looking for ballpark ranges. The prospect asking for a quote is looking for pinpoint specifics. When you receive requests for “pricing,” you’ve given yourself an opportunity to begin selling.
When a well-known security software company changed their call-to-action from “Request a Quote” to “Request Pricing,” their click-through-rate shot up over 160%. Their business model and industry didn’t necessarily use the word “quote” as a standard, so there was no fear that making the switch would confuse the prospect.
If your industry adheres to a quote process, then the best course of action is to take the sting out of the perceived time commitment involved. When a truckload brokerage company changed their CTA from “Get a Truckload Quote” to “Get a Quote – it only takes 5 seconds,” their conversions shot up by a factor of 2.5X.
In both of these cases, the CTA was modified to make the prospect feel more at ease. The revised CTA took buying friction and tension out of the equation, and the results were dramatic.
What would your business look like if you doubled your inquiries? Revising your CTA to reduce friction might just be the answer you’ve been looking for.
2. Free Consultation vs Breakthrough Session or Strategy Session
In most B2C cases “Free” is a power word used to boost conversions by assuring prospects they have nothing to lose. But in the B2B world or professional services space, “Free” isn’t always the most attractive offer, and virtually everyone knows that a “consultation” is really nothing more than a sales conversation in disguise. Why? Because there is no implied outcome in the term “consultation” other than we’re going to spend time chatting and you’re going to confirm what I already know… that I have a problem.
When we began offering complimentary 45-minute Strategy Sessions, our conversions increased by a whopping 400%. Others have used the term “Breakthrough Session” and have seen similar results. Why? Because there is an implied outcome in the title. Additionally, the subtext under our CTA took the tension out of the equation by expanding on the end result a prospect could expect by spending 45-minutes on a call with us. We quantified the time commitment and the expected outcome. The results were astounding.
3. No Spam vs Privacy Guarantee
Numerous studies have confirmed that the proximity of a privacy guarantee to the CTA have increased conversions dramatically. Dilvera saw an increase of 35% in form submissions just by adding a privacy notice.
In all cases we’ve encountered, the words in this section matter. Avoid using the word “Spam”. In several tests we’ve seen, using a phrase like “we will never spam you” actually decreased conversions by as much as 20%. So, as clever and light-hearted as that
4. Your Words vs Their Words
Every industry has its unique jargon. The trick is in knowing when the language of your target consumer is not entirely in sync with your own internal industry jargon. Be conscious of this when you are choosing the titles of links in your navigation, product categories or website copy.
For example, Pine Cone Hill, a luxury provider of bath, bedding, and apparel items used the word “Palette” on their website to present users with color options. After numerous A/B test and UI changes, they saw a 23.6% increase in sales when they switched to the word “Color” instead, and gave visual representations of each color in the pulldown menu. By isolating variations throughout the testing process, they were able to definitely prove that the word Color outperformed the word Palette, even with similar adjustments to the pulldown menu.