Marketing Anywhere: It's About Leads AND Conversions
The other day in a consulting appointment with a client, we came across a different kind of problem. He has hundreds - even thousands - of leads coming into this site monthly. It's the kind of problem most of us out there WANT to have. His issue lay on the conversion end - despite the numbers coming through, less than 5% were buying.
When it comes to an overload of leads and a temporary lack of staff to sell, here's what I recommend:
1. Put items in place that further qualify the leads in your fill-in forms. Are they decision makers or not? Are they actually the people looking for a home, or is this the mother in law who just wants her daughter back in her neighborhood? Are they thinking of traveling in 3 weeks, 3 months or 3 years?
As children, we all played the "Hot - Cold" game. Put that game into action in your business. You want to immediately devise a way to separate your HOTS from your LUKEWARMS, and your LUKEWARMS from your PRETTY CHILLY leads.
2. Once your leads are divided, create just 2 or 3 follow-up email pieces that accommodate EACH group. This is important.
3. If they're HOTS, you want to decrease the time between contacts, meaning that if you're only sending eblasts as follow up (no sales call), you want three emails to go in about 5 days. If they're CHILLY, you have more time to warm them up to you.
4. If you have a sales staff, stop stuffing them full of all the leads. Send them ony the HOTS so that conversin rates immediately soar.
5. When it comes to CHILLY leads, really get honest with yourself. Depending on your kind of business, these people might never be the kind of prospect for you. Remember, YOU choose who you want to work with. Last week, I was talking with a real estate agent who is bringing in hundreds of leads that are only qualified to buy at a much lower price range than he works. Aside from making changes on his site to staunch that flow (your copy should always allow the prospect to pre-qualify himself as to whether he can work with you or not), I suggested the most obvious solution:
Rather than just letting them sit there, gather them up and sell them in bulk to other hard-working agents who would LOVE to work a leads list of people who want to buy at a lower price range. Why not?
When it comes to an overload of leads and a temporary lack of staff to sell, here's what I recommend:
1. Put items in place that further qualify the leads in your fill-in forms. Are they decision makers or not? Are they actually the people looking for a home, or is this the mother in law who just wants her daughter back in her neighborhood? Are they thinking of traveling in 3 weeks, 3 months or 3 years?
As children, we all played the "Hot - Cold" game. Put that game into action in your business. You want to immediately devise a way to separate your HOTS from your LUKEWARMS, and your LUKEWARMS from your PRETTY CHILLY leads.
2. Once your leads are divided, create just 2 or 3 follow-up email pieces that accommodate EACH group. This is important.
3. If they're HOTS, you want to decrease the time between contacts, meaning that if you're only sending eblasts as follow up (no sales call), you want three emails to go in about 5 days. If they're CHILLY, you have more time to warm them up to you.
4. If you have a sales staff, stop stuffing them full of all the leads. Send them ony the HOTS so that conversin rates immediately soar.
5. When it comes to CHILLY leads, really get honest with yourself. Depending on your kind of business, these people might never be the kind of prospect for you. Remember, YOU choose who you want to work with. Last week, I was talking with a real estate agent who is bringing in hundreds of leads that are only qualified to buy at a much lower price range than he works. Aside from making changes on his site to staunch that flow (your copy should always allow the prospect to pre-qualify himself as to whether he can work with you or not), I suggested the most obvious solution:
Rather than just letting them sit there, gather them up and sell them in bulk to other hard-working agents who would LOVE to work a leads list of people who want to buy at a lower price range. Why not?
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