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Grow your sales

Increase your sales conversion by 60x (yes, really)

Grow your sales

Sounds too good to be true, right? But it’s not. And it’s easier and much cheaper than you might think. Stay with me, I’ll show you how…

 

In a study published by Harvard Business Review, it was shown businesses responding to web generated inquires (either from their website or an online ad) within 5 minutes had 60x higher conversion rates than businesses that took longer than 24 hours.  Given the time, effort and money businesses spend to generate online leads, it’s incredible to think they’d wait for those leads to go cold before following them up!

 

And leads will go cold faster than you can imagine. I received a call from a solar company last week following up on a lead I submitted ‘a week or two ago’ and I genuinely didn’t remember. It wasn’t until the guy on the phone mentioned the ad they were running that I remembered. The reality was that, even though I finally recalled submitting my details, there was no way I was wasting time dealing with a company that can’t be bothered to follow me up in a timely manner.

If that’s how they follow up a hot lead, imagine how poor the rest of the service is going to be.  

 

My story isn’t unique. Every week we hear from business owners looking for more leads. Now, there’s nothing wrong with wanting more leads, we all want more leads (I want more leads. If you want more leads then ask me, I can get you more leads😊) but inevitably when we drill down and audit the sales funnel we find out they’re often waiting as long as a week before following up with people who submit an inquiry. Sometimes even longer!  I’ve heard things like ‘Oh, yeah, we call all the inquiries every Monday’. That’s just not going to cut it. If someone is interested enough to fill in your lead form, they probably filled in lead forms from half a dozen other businesses that do exactly the same thing as you. If one of those other businesses follows them up right away, and you call a week later, who do you think is getting the sale? Not you!

“Now, there’s nothing wrong with wanting more leads, we all want more leads (I want more leads. If you want more leads then ask me, I can get you more leads😊)”

 

Sometimes we hear things like ‘We have an admin assistant who works 2 days a week and they follow up all the leads’ Apart from not being quick enough if you’re only following up every few days, are you really leaving something as mission-critical as the first sales call to an admin assistant? Imagine how that’s going to go…

 

Adam from ACME ‘Hi it’s Adam from ACME company. You submitted an inquiry with us. I’m calling to see if you’d like us to come and do a free quote?’

 

Potential client ‘No, we were just interested in getting a rough idea of price at the moment. We’re not quite ready for a proper quote yet.’

 

Adam: Oh, OK no problem…

 

Potential Client, now with less potential ‘We might call back when we’re a bit more ready’

 

Adam: ‘OK, Great, thanks.

 

‘Click.’ Never to be heard from again.  Goes on to buy from someone else a couple of months later.

 

Now, I realise it’s not always possible to have a dedicated sales rep. Or for the business owner to get on the phone right away (although there are few things in your business as important as the first call with a new prospect) so what’s the answer?

 

Automation. It’s simple to set up. Doesn’t need a lot of maintenance (apart from updating the messaging from time to time) and can let you make that critical first contact immediately without having to actually call, message, or email personally.

 

NOTE: You still need to call the first chance you get, but this can help bridge the gap.

 

So what should your automated sequence look like?

 

Ideally, you should send an email to the person who submitted the inquiry immediately. The email should congratulate them for making a good decision, reinforce the benefit they’ll get from speaking with you, and tell some of your brand story. Remember, people don’t buy what you do, they buy WHY you do it, so your welcome email is a great opportunity to connect and start creating that bond with them. If you offered some kind of free download, your email should include that too. Resist the urge to make a sales pitch at this point!

The email should congratulate them for making a good decision, reinforce the benefit they’ll get from speaking with you and tell some of your brand story.

In our sequences and the ones we create for clients, we send a text message a couple of minutes later just letting the person know we sent them an email and encouraging them to check their spam filter if they don’t see it in their inbox.

 

From there we roll out a structured, very deliberate sequence of email and SMS messages designed to help build the relationship, build trust and position ourselves or our client as an authority in the respective industry.  Initially, we send daily emails for the first few days (with useful, helpful info in a story-based format) so people get used to our emails and start to expect value when we pop up in their inboxes.

 

From then on we adjust the frequency depending on open rates, unsubscribed, etc. We also adjust the mix of value-based emails v sales offers depending on the kind of product or service and the ticket price. As a general rule, the smaller and more transactional the product (think sub $50 products people buy frequently) the more often you can make an offer without upsetting your community. Higher ticket requires more nurturing, more relationship building and that means making offers less frequently.

As a general rule, the smaller and more transactional the product (think sub $50 products people buy frequently) the more often you can make an offer without upsetting your community.

Depending on how you structure your funnel, your product, your service, and the ads you were running, you still may want to get on the phone, or messaging chat, with your prospective client ASAP.

 

So that’s the key. Follow up with your prospects within 5 minutes, even if it’s with an automated email and you’ll dramatically increase your chances of converting those inquiries to sales.

 

For help getting your follow-up and nurturing sorted, reach out for a chat with one of our team😊 HERE