The only difference between leads and customers is “yes”. However the key for today’s businesses is are you asking the right questions to achieve the “yes” to convert a lead into a sale? Here are a few tips on how to achieve the conversions from potential customer to a paying customer:
Step 1 – Ask the Right Question
Don’t assume that the questions you have asked potential customers in the past are the right questions today. Example: Are you ready to buy our one year package? May work better today as “Would you like to purchase our one year package or would you prefer trying it first on a month-to-month lease?” Today’s customers like having choices and they don’t like to feel cornered, so offering them a choice can make them feel heard better and also give them an incentive to make a longer commitment on their own terms.
Write down the questions you ask potential customers today and try mixing it up a bit with an approach including alternatives. Then measure your success.
Step 2 – Review Your Past Prospects and Learn Something About Your Company
While it is important to determine your closing ratio (leads to solds) it is equally important to review who you sold to last month and the month before and compare who they were and what product or service they bought. Then compare them to previous customers to see if their priorities or needs have changed. One of the advantages of being a small business is you are able to move your strategies quickly when you see a trend change. However if you are too busy to review who is buying from you lately, you may miss an important trend that can propel your company over your competition. Take the time to review your current customers and their buying trends this year over the past.
Take a minute to jot down who you thing your primary customers are and what you think they buy the most and why? Then compile the actual statistics from your sales and a customer description. Do your expectations match the results or is there any trend you may have missed? If so, consider if there is a product or service that would help your business grow or improve customer satisfaction?
Step 3 –How are you reaching your new leads 7-9 times to gain their trust?
Did you know that it takes 7-9 impressions with your brand in order for potential leads to trust you enough to become a customer? Write down on a piece of paper a trail from your brand’s first contact with a lead to how you would reach them 7-9 times using Email, Social Media, Traditional or Online advertising. How much time does that take you? Then reduce the time from first contact to 7-9 touches.
Step 4 – Don’t Skip the Phone Call or Phone Number
When you send out information to a potential customer make sure your phone number is there. Also make sure a personal call or Email is part of the plan in Step 3. Remember the goal is trust and in order to trust you, I need to feel like you personally reached out to me (even in an E-Mail). By creating an outbound calling follow up, you will achieve more trust than sending out another Email or ad. If your target market prefers texts, make that part of your follow up.
Step 5 – Track Your Successes
Don’t forget this step, track your leads and when they close. Record the steps in between and you will find a winning formula for now. Always be open to changing your program but note when it works well and as your ratio of leads to solds increases recognize that your planning led to the difference. Then stay open to observing the next trend in three months, go through this again and see how your sales process has changed
Final Step – Come to my next Workshop and Learn More.
Liz Harsch has been helping small and medium sized businesses make the most of their marketing investments since 1988. Her company, Tailor-Made Advertising is an Authorized SCORE workshop presenter and an awarded Constant Contact Email Marketer and Authorized Local Expert presenting Workshops for Constant Contact, SCORE, SBDC, Metropolitan Water District, multiple Chambers of Commerce, the City of Los Angeles and other Organizations. For more information about her company and to learn about her FREE Workshops and Paid laptop bootcamps like facebook (next one 5/30 in Torrance), twitter, linkedin and analytics, visit tailormadeadvertising.com. To schedule her as a speaker for your organization, association or department, email her to request a date at tmade.mkt@verizon.net.
