Internet Lead Follow Up
In Tuesday’s post “Part 1 of Internet Lead Follow Up,” we looked at the Ninja Ways of the Text Message. Today we are going to look at 3 more important elements of Internet Lead Follow up.
Understanding your sales cycle and sending your prospect on the right path for cultivation.
In every sales cycle there will be a similar beginning follow up process. This will be a call, text, or initial email. Once contact has been established, it’s important to determine where the prospect is at in the buying cycle. They can be categorized in 3 groups:
Category 1: Early and just gathering information.
Category 2: Evaluation before the final decision.
Category 3: Ready to buy.
Determining which category the prospect is in will now help you setup the proper follow up process. Depending on your industry and what type of product or service you sell, the follow up process will look a bit different.
Here is what a sample follow up process would look like for each category:
If a prospect is in Category 1, the follow up process will consist of a drip email campaign for education, with schedule follow up calls set periodically.
In Category 2, the follow up process will consist of a drip email campaign more incentive driven to help drive the purchase, and the follow up call schedule will be more immediate.
In Category 3, the process will consist of an offer driven email campaign with a sense of urgency, coupled with a frequent call and/or text to keep in communication with the prospect.
Following up without being a pest (keep customer service in mind).
We have all been on the customer side of the sales cycle. There is no better feeling as a consumer, than what I call the buyers trifecta.
I feel good about what I bought.
I feel good about who I bought it from.
I’m excited to put it to use and/or show it off.
To accomplish this, it is important not to be a pest in the follow up process.
Well timed automated email campaigns are a subtle way to keep a frequent awareness without being obnoxious. In fact, even if the don’t open ANY of your emails, seeing your business in the email From line in their inbox is a good impression.
Calls are what can be the most annoying. Here are a few ways to make calls tolerable:
- Ask for a good future follow up time. “Is it okay if I follow up with a call in 2 weeks?”
- Ask if you caught them at a good time. If they answer yes, they have just give you permission to continue and feel they have been respected.
- Always approach the conversation as what’s in it for them. Give them value, and they will give you time.
Automated emails to help cultivate your leads
Automated emails have been a recurring theme in this post and are a best practice for a successful salesforce to nurture leads. Putting this process in place for your sales follow up can be a game changer. Here are a few things to keep in mind:
- Choose a reputable email client. There are many out there, if you are just getting started though, I recommend Mailchimp.
- Put together value emails that help educate on how your product can improve their life or solve a need. Use testimonials in emails, video testimonials, if you have them available. Trust is created much easier when it is said by someone other than you. I won’t belabor this point, Yelp (don’t get me started) exists for this exact reason.
- Make it easy to opt out. Sounds counter-productive right? When you allow someone to make a decision to continue hearing from you, you have managed to garner a little more trust.
There is much more to automated email marketing, which we will cover more in a future post. If you have specific questions, schedule a FREE Consultation.