Lead Capture | Turning a Waiting Game into a Calculated Impulse Buy

According to Businessdictionary.com, an “impulse buy” is defined as a spur of the moment, unplanned decision to buy, made just before a purchase. Upon first reading this definition, I had to double take. This summarizes my entire consumer experience. According to The Integer Group (a shopper marketing agency), I am not alone! Craig Elston, the Senior VP of Integer says, “Our data shows that 61 percent of off-list shoppers purchase an additional one to three items. This shows that if you reach a particular shopper at the right moment with the right message — for example, using in-store signage to play into their desire to pamper themselves— it can end with that item being added to their basket.“

Now, imagine if 2 out of every 3 prospects made a purchase and how those purchases would positively impact your business’ revenue. What if I told you that getting those extra sales was as easy as collecting an email address?

McKinsey Global Institute reported that more than a quarter of most employees' time is spent checking emails. Another study by Jackson et al., found that some checked their email as often as every 5 minutes. With potential consumers checking their emails this frequently, if you aren't collecting emails addresses, then you are simply falling short! Did I mention that emails are cheaper and more targeted than pay per click campaigns?

If you aren't in the habit now, you should begin experimenting with some form of lead capture. By simply asking your customers if they would like additional information sent to them about products they have already expressed interest in, you are opening the floodgates for countless sales opportunities. Capturing each prospective clients' email address, whether they have walked into your storefront or spoken with a sales representative over the phone, gives you a second chance to win them as a customer. Most consumers who are willing to hear more about your products are also great opportunities for conversions.

Once you have gathered an email list of prospective clients, it does little good if you stash them away in a folder or a database. Targeted and effective follow up is key to conversions. When customers receive positive follow up, it makes them feel valued and exposes them to your brand again. The average number of "touches" or brand exposures before purchase is 3.8.

Email campaigns are an efficient and cost effective way of generating interest in your products. According to a survey by ExactTarget, 66% of those surveyed said that they have made purchases because they received a promotional email. If you are reaching those consumers who have already expressed interest in what you are offering them, the odds are clearly stacked in your favor! Speed up the purchase decision with email exposures to products they have already expressed interest in. Include aggressive discounts to drive action.

Instead of sitting on the sidelines waiting for your potential clients to pick back up the phone, why not reach out to them first and kindly remind them about how your product can help them? With lead capture, appropriate follow up, and a well organized email campaign, you might even convert a lukewarm prospect into a impulse buyer!