fix follow up failure
TRANSCRIPT
FIXING FOFIXING FOFAIL
Turn your dead into a gointo a go
www.Client-Bridge.com
OLLOW-UPOLLOW UP URElead graveyard
old mineold mine
ClientBridge, LLC helps small businesses to accelerate sales bleveraging technology-assisted lead generation systems.
Infusionsoft Certified M k ti A t tiMarketing Automation Coach (CMAC).
Certified Inbound Marketing Professional
y Marketing Professional
What areWhat are
Do you want to grow
quickly!
profitablyy
withowitho
your goals?your goals?
w your business…
y!y
out adding staff!out adding staff!
How are you going toHow are you going to
• Market to generate lea
• Nurture prospects until
• Follow-up with every p
Get repeat sales from e• Get repeat sales from e
• Automate the entire prouto ate t e e t e p o
o make that happen?o make that happen?
ds?
l they are ready to buy?
rospect?
e isting c stomers?existing customers?
ocess?ocess
FIX YOFIX YOLEAD FOLL
URUR OW-UP!
Why don’t comp
1. You forget. g
2 You focus on hot le2. You focus on hot le
3. Unconverted leads
panies follow-up?
adsads.
fall through the cracks.
Wh d ’tWhy don’t compa
4. You think the peopl
they are really inter
5 You don’t want to b5. You don t want to b
6. You don’t realize th
follow up can havefollow-up can have
i f ll ?anies follow-up?
e will call you back if
rested.
e pushye pushy.
e potential impact
on your businesson your business.
People buy when thare ready to buy!
67% of the prospectivbuyers that tell you “nbuyers that tell you ntoday will be ready toin the next yearin the next year. —Gartner Research
80% of leads you con“dead” will buy within“dead” will buy within—Sirius Decisions
hey
ve no”no o buy
nsider to be n 2 yearsn 2 years.
You are deliveriYou are deliverito your compto your comp
ng the saleng the sale petition!petition!
5 Common Fo5 Common Fo
1 N f ll1. No follow-u
2 Weak follow2. Weak follow
3. Irrelevant fo3. Irrelevant fo
4. Jumping int
5. No centraliz
llow up Mistakesllow-up Mistakes
t llp at all.
w upw-up.
ollow-up.ollow up.
to a sales pitch.
zed database.
How many touches dHow many touches da sale?
• 2% close on the 1st c• 2% close on the 1st c
• 3% close on the 2nd3% close on the 2nd
• 4% close on the 3rd
• 10% close on the 4th
• 81% close on (or aft
does it take to closedoes it take to close
callcall
d calld call
call
h call
ter) the 5th call
When do most companWhen do most compan
• 48 % quit after the 148 % quit after the 1
• 24 % quit after the 2
• 12 % quit after the 3
• 6 % quit after the 4th
• 10 % quit after the 5
nies stop following up?nies stop following-up?
st callst call
2nd call
3rd call
h call
5th call
Old fashioned salOld fashioned salles and marketingles and marketing
Traditional salesTraditional sales
DayDay
Total Leads 10
Closed 1Closed 1Warm Leads 1
Cold Leads 8
S l $500Sales($500 / deal)
$500
s and marketings and marketing
y Week Yeary Week Year
0 50 2,500
1 5 2501 5 2501 5 250
8 40 2,000
0 $2 500 $125 0000 $2,500 $125,000
What happens with thpp2,000 cold leads that sales efforts don’t focsales efforts don t foc
THEY TURNTHEY TURN
he your us on?us on?
N TO DUST!N TO DUST!
Fixing Follow-uFixing Follow u
Day
No Contact Leads 8
Nurture (convert 20%)
1
$Sales ($500 / deal)
$500
% ROI Increase% ROI Increase
up Results In…up Results In…
y Week Year
8 40 2,000
1 8 400
$ $0 $4,000 $200,000
260%260%
Is It Time To StProspects andProspects and
Through YoThrough Yo
top Letting Your C stomers SlipCustomers Slip
our Fingers?our Fingers?
What is foWhat is fo
• Education
N rt ring• Nurturing
• Ongoing contact O go g co tact
• Relationship building
• Providing long-term va
• Staying top of mind
• Differentiating yourself• Differentiating yourself
ollow up?ollow-up?
lue
f from the competitionf from the competition
Effective followthrough a comb
• Email• Voice Broadcast
w-up happens p ppination of media
• Phone Call P t l M il• Postal Mail
• Fax BroadcastFax Broadcast
Website without auWebsite without auutomated follow uputomated follow-up
Website with automated follow-up
Follow-up (New Pro
1. Send the info they re(email)(email)
2. Send a letter with mo(l tt )(letter)
3. Call to see if you canyquestions. (call)
4 Send a value added4. Send a value-added tips/education. (ema
Sequenceospects)
equested immediately.
ore valuable info.
n answer any y
email withemail with il)
Follow-up (New Pro
5. Send a promo offer t(email)(email)
6. Follow-up with limite( t d)(postcard)
7. Call with a final remi(voice broadcast)
8 Offer subscription to8. Offer subscription to offers and other valu(email)(email)
Sequenceospects)
to stimulate action.
d time promo offer.
nder for promo. p
future marketingfuture marketing ue added content.
Old Customer ROld Customer RRetention ModelRetention Model
New Customer Retention Model
Follow-up (New Cu
1. Send a “thank you
2. Send a gift. (lump
S (3. Send a survey. (e
4 Send valuable tip4. Send valuable tip
5. Present cross-sel
(postcard)
Sequencestomers)
u” message. (email)
py mail)
)email)
s (email)s. (email)
l and/or upsell offer. p
Follow-up (New Cu
6. Ask for a referral. (c
7. Make “thank you” c
Off8. Offer subscription t
(email)(email)
9. Put them in a custo
sequence. (newslett
Sequencestomers)
call)
call. (voice broadcast)
to communications.
omer nurture
ter, etc.)
“All About
Can we double
Case StudyCASE STUDYCASE STUDY
t Spelling”p g
e their sales?
“We are very cuyservice oriented, sofollow-up was our p
Previously, when a ca question we might haa question, we might ha
shopping cart, emapaper system apaper system, ajust to find the a
MMa“Al(pr
CASE STUDYCASE STUDY
ustomer o customer #1 priority.p y
customer had ave to check theave to check the ail system,
and moreand more answer.”
i Ri l Oarie Rippel, Owner l About Spelling”
rior to fixing follow-up)
GoalDouble The
StrategFix Follow-U
CASE STUDYCASE STUDY
:ir Sales
gy:p Failure
I iti l AInitial A
• SEO efforts were dt t ffistrong traffic
• Decent sales conveDecent sales conve• Newsletter opt-in o
(but no way to knowN t it li i• Not capitalizing on
A l iCASE STUDYCASE STUDY
Analysis
driving
ersion rateersion rateon website w who was who) hi h t ffihigh traffic pages
I iti l AInitial A
• 50% drop off betwepcycles
• No automatic upseNo affiliate/referral• No affiliate/referral
• Data in different plaata d e e t p a
A l iCASE STUDYCASE STUDY
Analysis
een sales stage g
ells (promos only) programprogram
acesaces
Fix Follow-Up
• Get organized – tag • Integrate shopping ca
follow-up systemp y• Add upsells to follow• Automate process to• Change newsletter oChange newsletter o• Add automated affilia
CASE STUDYCASE STUDY
p Failure Plan
customers / prospectsart / e-commerce into
w-up processo save human interaction opt-in to free reportopt in to free reportate/referral program
ResRes
• Grew list from 5,8contactscontacts
• Grew from 599 pu• Average order size
49 l f ffil• 49 sales from affil• Doubled sales in 7• 149% increase in
sultsCASE STUDYCASE STUDY
sults
63 to 10,632
urchases to 1,232e increased 16%i tiates
72 daysysales in 3 months
“We've been able to hire twfreed me p to ork on prodfreed me up to work on prodI never could have done thatdata was all scattered in diffedata was all scattered in diffe
But since everything is ceBut since everything is cemy assistants can handle c
and I don't have to woanything slipping throug
W i dWe win, and our customerMa“AlAl(aft
CASE STUDYCASE STUDY
wo VA's. This has ct de elopmentuct development.
before, when the erent applicationserent applications.
ntrally located,ntrally located, customer service orry about h the cracks.
i L i ”rs win. Love it.”arie Rippel, Owner l About Spelling”l About Spelling
fter fixing follow-up)
P ti l APractical A
1. Determine what type business needs. (10
2. Brainstorm sequencegroup (30 minutes)group. (30 minutes)
3. Build a 10-step sequebusiness (15 minutesbusiness. (15 minutes
4. Write your opening p5. Share and review wit
(30 minutes)(30 minutes)
A li tiApplication
of follow-up your minutes)
e concepts with
ence outline for your s)s)iece. (20 minutes)h group.
Fixing your foll
• Convert more lead• Convert more lead• Get repeat sales frp• Grow your busines
i ffgrowing staff.
low-up failure will:
s into saless into sales.rom customers.ss without
How do you fix youHow do you fix you
1. Make a commitme2 Create a follow-up2. Create a follow-up3. Find a system to a
follow-up.
Get a Free Twww.Client-Bridge.c
ur follow-up failure?ur follow-up failure?
ent.p programp program.automate your
Trial at:com/resources