Don’t Lose your Lead

Well hello, and welcome to Aftershock Weekly. This week is Episode 24, and we’re going to talk about one of the most important things in business: leads. Now, as a digital marketing agency, we work hard to drive traffic to your website, and really what that traffic is supposed to turn into is somebody who is going to contact you about your service, whether it is a service or product. And the all-important lead, when somebody fills out a form, or they call you, the important thing is you have to capitalize on that. Because a lead that comes in today can turn into business tomorrow. Or depending upon how long your sales cycle is, it could be 6 months. So let me go over a few best practices for you to make sure you’re maximizing your leads.

First off, it’s important to contact them immediately. If you get a lead through email, then you need to be on the phone as quick as you can to call that person who’s interested. So you need to make instant contact with that person. As soon as the lead comes in, you’ll need to pick up the phone and call them, or at least have a text or email come in as soon as possible, and you can set that up automatically. But just to give you an example, let’s say you were interested in joining a gym, and you happened to see an ad on your phone. You click on it to give you a 7-day pass. Well, if you fill that information in, what’s the best time for you to get called by a sales person or a consultant at the health club? Right now, because you’re interested, you’re engaged, you’re actually interested in the service right now, and if they can catch you in that emotional state, you can talk to them and they can book their first appointment to come in, and more than likely, they’ll become a member.

A pro-tip when it comes to phone calls: is scripts. Make sure that you have a script written down of exactly what you want to say. Now, I get it. I’m more of an off the cuff kind of guy, but I also know that if you’re an organization that depends on calling leads and getting information to potential customers, it’s important that you have the same information getting to the customers, you have the same message going across all your sales people, and all the customers are hearing the same thing. It’s extremely important, so use scripts. It’s also important for you to put together a script of frequently asked questions or rebuttals. So you’re going to get the same questions over and over. If somebody has thought of something, chances are you’ve already heard about that as a rebuttal. So put together a script of how you answer that question and how you ease somebody’s mind on your service or product when they ask you a standard question like that.

Now if you can’t call them, what you can do is make sure that a text message goes out automatically. And there’s ways to do that. If they register on your website and that comes in as a lead, you can actually hook it up to where an automatic text message goes to them, and it can be as simple as, “Hey John, just saw you signed up for a 7-day pass. When would you like to come in and get your pass?” It’s very simple. And what that does is it engages, and 90% of text messages are opened within 5 minutes of being received. Also, have an automatic email go out to them, “Thanks so much for signing up.” And you can have one email or multiple emails go out, but the initial one should be, “Thank you for signing up,” or “We look forward to talking with you soon, here are a couple resources for you.” So that’s an important step with leads as well. Ideally you want to call them right away, but either way, a text or email can also be sufficient on that first contact.

If you don’t get a hold of them, well, what do you need to do? Well, here’s the next thing. So the next thing is frequency. Well, you’re not always going to get a hold of someone the first time you call them. You might want to call them more than once. The rule of thumb is that you should reach out to a lead a least once a day for the first seven days. It also depends on your sales cycle. Your sales cycle may be of decision-making happening within a few hours. For example, if I’m going to buy a gym membership, chances are I’m going to make a decision within a week or less. If I’m going to buy a car, chances are it’s going to take me about two to three weeks to make a decision on what we want to buy. If I’m buying a house, it could take a month or more. So depending on whatever the item is and what your sales cycle is, make sure that your follow-up program, whether it’s email, text, or phone call, is in accordance to that sales cycle. Obviously, you want to be very heavy if it’s a very short sales cycle, in the very beginning. If they don’t sign up with you, they’re going to sign up with someone else.

So one of the things that’s newer in the market is SlyDial. You can actually send a message that’s prerecorded directly to somebody’s voicemail. They don’t even have to have their phone ring. What purpose is that? Well, it’s not that you don’t want to talk to them, but if you’ve tried for seven straight days to call them and you haven’t been leaving messages, well this can go directly to their voice mail. They’re going to hear your voice, they’ll get your message, and you can send it out to ten, fifteen, twenty people at the same time, so it’s a way to leverage your time for leads that are what I would call “cold.” They haven’t got back to you, you’ve tried for seven days straight, and you just want to have them on what we call a nurture sequence. Well that’s one way that you could nurture them with voicemail.

I hope this information was valuable to you. You spend a lot of time, a lot of money on leads, you gotta capitalize on them. So with that, I’ll leave you with a quote.