(This week we welcome Brandon Welch for our weekly guest essay. As the President and Chief of Strategy for Frank and Maven a marketing and advertising company out of Springfield, MO, Brandon helps businesses tell it like it is. Today he shared some common sense tips for setting up appointments and reaching out to people who have visited your website. So buckle up and get ready to have your mind blown with practical advice.)
Sales people are really painfully silly sometimes.
In the rat race of an online lead generation, where success is defined by cost per selling opportunity and close ratios, we ditch our most intricate skills in communication and consultation in exchange for some stupid, easy math. While we go all microscopic on the equation of “call X number of leads, set X number of appointments, close X number of sales,” we forget that the best plan is to help people.
That’s why I’ve always despised the word “lead.” What is a lead? A lead is a person with a need. Say it with me:
A lead is a person with a need.
A lead is a person with a need.
A lead is a person with a need.
End of rant. Here are five tips for setting more appointments with people from your website:
1. Put yourself in the lead’s shoes.
Ask yourself, “What was this person’s wish when they submitted their information?” If the submission came from your website, pay attention to what page and form they came from. What does that tell you about their journey, their curiosities, and more importantly, how you can be their magic genie? Example: Someone who came from your website page about “replacement window color options” probably wants to know if your replacement windows will match their home.
2. Let empathy guide your follow-up conversation.
When a customer is in research phase on your website, it’s kind of like online dating. “Hi, I’m calling to set your appointment,” makes you sound like the big bad wolf that she was afraid of. She isn’t ready to invite you into her life, she’s merely investigating you from a safe distance. And she’s looking for every reason to cross you off her list. Show her you’re there for her:
”Hi, I saw that you asked a question from the window color options page. I was wondering if I might be able to send you some samples of our colors so you can match them to your home.”
3. Do not underestimate email follow up.
If you are unsuccessful at reaching your customer through phone, consider that 50.7% of Americans are of the introverted personality preference, meaning they like to think before they talk. For these folks especially, email is the ultimate security blanket. With proper etiquette you can build the trust needed to move to the next step. It goes something like this:
“Hi Shelly,
I saw that you were browsing some of our colors online and was thinking it might be helpful if you had a color chart. Would you like me to mail you one of those?
Let me know if I can help you with any other window prices or options.”
4. Blurt out the cost.
If your customer is serious, he won’t be afraid of your big scary price tag. Come right out with it so you can get on to helping him get what he needs. PS – Being fast with your pricing builds a huge amount of trust! PPS – Isn’t it be better to know if the answer is “heck no” before you waste your time?
5. Fire up a mental image.
No matter your method of communication, imagine the person you are trying to influence is standing right front of you. Imagine yourself carrying on a conversation with them in person. What does their tone of voice and facial expression tell you about their needs? Listen before you speak, ask questions, and radiate with gratitude because you’ve been given the opportunity to help make someone’s life better.
(Thank you, Brandon! For more no nonsense writing by Brandon and his colleagues you can check out their blog, Frankly Friday. If you’re interested in submitting a guest essay, we’d love to hear from you. We’re looking for stories about management, marketing, or motivation that would be helpful to people who own or work for family businesses or nonprofit organizations. Contact us with your submission today!)