Increasing your lead conversions

By December 18, 2017Blog

Many  professional practices express frustration that they’re just not converting enough online leads to more detailed client engagement and new business.

Well, this is a big subject and in a brief blog, we only have time to pick up on two  elements. These are  the timing and use of language in the first follow-up call.

Timing

The rule of thumb is the quicker you get back to people the better. Statistics in other industries show that even after an hour there is a huge drop off in potential , leave it a day and you have almost entirely given away the lead to your competition.

Note: we have found strong evidence that practices are only attempting to speak to those that have made overt enquiries. In effect ignoring ‘leads’ such as downloads of whitepapers etc.

Clients know

In B2B engagement, clients will typically pick up very quickly whether or not the person they’re dealing with knows what they’re talking about.  Certain phrases or even words are engagement-killers including:

  • “I’m not sure”;
  • “On the whole / usually”;
  • “I’d need to ask someone else”;
  • “I don’t deal with that”.

It’s equally easy to spot when someone’s trying to drive discovery through pre-scripted texts.

Avoid patronising and condescension

Other big turn offs with professional prospects include:

  • “let me show you how”;
  • “discounts”;
  • “trial offers”;
  • “make it easy for you”
  • “you won’t know this but”.

You may think your sales personnel would never say such things but research shows that many do and the effects can be detrimental!

What should you be saying?

You should:

  • ask lots of open discovery questions and listen/learn;
  • use “we” and “us” to include the prospect where possible – not “I” and “you”;
  • be positive and use “will”, “certainly” and “absolutely” – not “maybe” or “typically” etc.;
  • interspace your discovery questions with conversation of the “yes, my family and I feel the same” – as opposed to hitting them with a virtual interrogation list.

Summary

Prospective clients are happy to be engaged, as long as the engagement is of the right quality and timing. There are some important points in this area that firms could swiftly benefit from if correctly implemented.  Why not contact us to learn more?