FIXING FOLLOW-UP FAILURE Turn your dead lead graveyard  into a gold mine
My name is ___________  and I am an Infusionsoft Certified Marketing Automation Coach (CMAC). Add experience / background
What Will Happen To Your Leads in 2009?
What are your goals for 2009? <ul><li>Do you want to grow your business… </li></ul><ul><li>quickly! </li></ul><ul><li>prof...
How are you going to make that happen? <ul><li>Market to generate leads? </li></ul><ul><li>Nurture prospects until they ar...
What do you  need to do  to reach  your goals? FIX YOUR  FOLLOW-UP FAILURE!
Why don’t companies follow-up?   <ul><li>You forget.  </li></ul><ul><li>You focus on hot leads.  </li></ul><ul><li>Unconve...
Why don’t companies follow-up?   <ul><li>You think the people will call you back if they are really interested.  </li></ul...
People buy when they are ready to buy! <ul><li>67% of the prospective buyers that tell you “no” today will be ready to buy...
You are delivering the sale to your competition!
5 Common Follow-up Mistakes <ul><li>No follow-up at all. </li></ul><ul><li>Weak follow-up. </li></ul><ul><li>Irrelevant fo...
<ul><li>2% close on the 1 st  call </li></ul><ul><li>3% close on the 2nd call </li></ul><ul><li>4% close on the 3rd call <...
<ul><li>48 % quit after the 1st call </li></ul><ul><li>24 % quit after the 2nd call </li></ul><ul><li>12 % quit after the ...
Old fashioned sales and marketing
Traditional sales and marketing   Day Week Year Total Leads 10 50 2,500 Closed 1 5 250 Warm Leads 1 5 250 Cold Leads 8 40 ...
What happens with the  2,000  cold leads that your sales efforts don’t focus on?  THEY TURN TO DUST!
Fixing Follow-up Results In…   Day Week Year No Contact Leads 8 40 2,000 Nurture  (convert 20%) 1 8 400 Sales  ($500 / dea...
Is It Time To Stop Letting Your Prospects and Customers Slip Through Your Fingers?
What is follow-up? <ul><li>Education </li></ul><ul><li>Nurturing </li></ul><ul><li>Ongoing contact  </li></ul><ul><li>Rela...
<ul><li>Email </li></ul><ul><li>Voice Broadcast </li></ul>Effective follow-up happens  through a combination of media <ul>...
Website without automated follow-up
Website with automated follow-up
Follow-up Sequence (New Prospects) <ul><li>Send the info they requested immediately. (email) </li></ul><ul><li>Send a lett...
Follow-up Sequence (New Prospects) <ul><li>Send a promo offer to stimulate action. (email) </li></ul><ul><li>Follow-up wit...
Old Customer Retention Model
New Customer Retention Model
Follow-up Sequence (New Customers) <ul><li>Send a “thank you” message. (email) </li></ul><ul><li>Send a gift. (lumpy mail)...
Follow-up Sequence (New Customers) <ul><li>Ask for a referral. (call)  </li></ul><ul><li>Make “thank you” call. (voice bro...
“ All About Spelling” Case Study CASE STUDY Can we double their sales?
“ We are very customer  service oriented, so customer  follow-up was our #1 priority. Previously, when a customer had  a q...
Goal: Double Their Sales Strategy:   Fix Follow-Up Failure CASE STUDY
Initial Analysis <ul><li>SEO efforts were driving  strong traffic </li></ul><ul><li>Decent sales conversion rate </li></ul...
Initial Analysis <ul><li>50% drop off between sales stage cycles  </li></ul><ul><li>No automatic upsells (promos only) ‏ <...
Fix Follow-Up Failure Plan <ul><li>Get organized – tag customers / prospects </li></ul><ul><li>Integrate shopping cart / e...
Results <ul><li>Grew list from 5,863 to 10,632 contacts </li></ul><ul><li>Grew from 599 purchases to 1,232 </li></ul><ul><...
“ We've been able to hire two VA's. This has  freed me up to work on product development.  I never could have done that be...
Practical Application  <ul><li>Determine what type of follow-up your business needs. (10 minutes) </li></ul><ul><li>Brains...
Fixing your follow-up failure will: <ul><li>Convert more leads into sales. </li></ul><ul><li>Get repeat sales from custome...
How do you fix your follow-up failure? <ul><li>Make a commitment. </li></ul><ul><li>Create a follow-up program. </li></ul>...
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Fix Follow Up Failure Final

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How to Fix Your Follow Up Failure, and Double Your Sales

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  • Use this slide as an opener while people settle into their seats. Reiterate the title of the presentation and what will be covered.
  • Fix Follow Up Failure Final

    1. 1. FIXING FOLLOW-UP FAILURE Turn your dead lead graveyard into a gold mine
    2. 2. My name is ___________ and I am an Infusionsoft Certified Marketing Automation Coach (CMAC). Add experience / background
    3. 3. What Will Happen To Your Leads in 2009?
    4. 4. What are your goals for 2009? <ul><li>Do you want to grow your business… </li></ul><ul><li>quickly! </li></ul><ul><li>profitably! </li></ul><ul><li>without adding staff! </li></ul>
    5. 5. How are you going to make that happen? <ul><li>Market to generate leads? </li></ul><ul><li>Nurture prospects until they are ready to buy? </li></ul><ul><li>Follow-up with every prospect? </li></ul><ul><li>Get repeat sales from existing customers? </li></ul><ul><li>Automate the entire process? </li></ul>
    6. 6. What do you need to do to reach your goals? FIX YOUR FOLLOW-UP FAILURE!
    7. 7. Why don’t companies follow-up? <ul><li>You forget. </li></ul><ul><li>You focus on hot leads. </li></ul><ul><li>Unconverted leads fall through the cracks. </li></ul>
    8. 8. Why don’t companies follow-up? <ul><li>You think the people will call you back if they are really interested. </li></ul><ul><li>You don’t want to be pushy. </li></ul><ul><li>You don’t realize the potential impact follow-up can have on your business. </li></ul>
    9. 9. People buy when they are ready to buy! <ul><li>67% of the prospective buyers that tell you “no” today will be ready to buy in the next year. — Gartner Research </li></ul>80% of leads you consider to be “dead” will buy within 2 years. — Sirius Decisions
    10. 10. You are delivering the sale to your competition!
    11. 11. 5 Common Follow-up Mistakes <ul><li>No follow-up at all. </li></ul><ul><li>Weak follow-up. </li></ul><ul><li>Irrelevant follow-up. </li></ul><ul><li>Jumping into a sales pitch. </li></ul><ul><li>No centralized database. </li></ul>
    12. 12. <ul><li>2% close on the 1 st call </li></ul><ul><li>3% close on the 2nd call </li></ul><ul><li>4% close on the 3rd call </li></ul><ul><li>10% close on the 4th call </li></ul><ul><li>81% close on (or after) the 5th call </li></ul>How many touches does it take to close a sale?
    13. 13. <ul><li>48 % quit after the 1st call </li></ul><ul><li>24 % quit after the 2nd call </li></ul><ul><li>12 % quit after the 3rd call </li></ul><ul><li>6 % quit after the 4th call </li></ul><ul><li>10 % quit after the 5th call </li></ul>When do most companies stop following-up?
    14. 14. Old fashioned sales and marketing
    15. 15. Traditional sales and marketing Day Week Year Total Leads 10 50 2,500 Closed 1 5 250 Warm Leads 1 5 250 Cold Leads 8 40 2,000 Sales ($500 / deal) $500 $2,500 $125,000
    16. 16. What happens with the 2,000 cold leads that your sales efforts don’t focus on? THEY TURN TO DUST!
    17. 17. Fixing Follow-up Results In… Day Week Year No Contact Leads 8 40 2,000 Nurture (convert 20%) 1 8 400 Sales ($500 / deal) $500 $4,000 $200,000 % ROI Increase 260%
    18. 18. Is It Time To Stop Letting Your Prospects and Customers Slip Through Your Fingers?
    19. 19. What is follow-up? <ul><li>Education </li></ul><ul><li>Nurturing </li></ul><ul><li>Ongoing contact </li></ul><ul><li>Relationship building </li></ul><ul><li>Providing long-term value </li></ul><ul><li>Staying top of mind </li></ul><ul><li>Differentiating yourself from the competition </li></ul>
    20. 20. <ul><li>Email </li></ul><ul><li>Voice Broadcast </li></ul>Effective follow-up happens through a combination of media <ul><li>Phone Call </li></ul><ul><li>Postal Mail </li></ul><ul><li>Fax Broadcast </li></ul>
    21. 21. Website without automated follow-up
    22. 22. Website with automated follow-up
    23. 23. Follow-up Sequence (New Prospects) <ul><li>Send the info they requested immediately. (email) </li></ul><ul><li>Send a letter with more valuable info. (letter) </li></ul><ul><li>Call to see if you can answer any questions. (call) </li></ul><ul><li>Send a value-added email with tips/education. (email) </li></ul>
    24. 24. Follow-up Sequence (New Prospects) <ul><li>Send a promo offer to stimulate action. (email) </li></ul><ul><li>Follow-up with limited time promo offer. (postcard) </li></ul><ul><li>Call with a final reminder for promo. (voice broadcast) </li></ul><ul><li>Offer subscription to future marketing offers and other value added content. (email) </li></ul>
    25. 25. Old Customer Retention Model
    26. 26. New Customer Retention Model
    27. 27. Follow-up Sequence (New Customers) <ul><li>Send a “thank you” message. (email) </li></ul><ul><li>Send a gift. (lumpy mail) </li></ul><ul><li>Send a survey. (email) </li></ul><ul><li>Send valuable tips. (email) </li></ul><ul><li>Present cross-sell and/or upsell offer. (postcard) </li></ul>
    28. 28. Follow-up Sequence (New Customers) <ul><li>Ask for a referral. (call) </li></ul><ul><li>Make “thank you” call. (voice broadcast) </li></ul><ul><li>Offer subscription to communications. (email) </li></ul><ul><li>Put them in a customer nurture sequence. (newsletter, etc.) </li></ul>
    29. 29. “ All About Spelling” Case Study CASE STUDY Can we double their sales?
    30. 30. “ We are very customer service oriented, so customer follow-up was our #1 priority. Previously, when a customer had a question, we might have to check the shopping cart, email system, paper system, and more just to find the answer.” Marie Rippel, Owner “All About Spelling” (prior to fixing follow-up) CASE STUDY
    31. 31. Goal: Double Their Sales Strategy: Fix Follow-Up Failure CASE STUDY
    32. 32. Initial Analysis <ul><li>SEO efforts were driving strong traffic </li></ul><ul><li>Decent sales conversion rate </li></ul><ul><li>Newsletter opt-in on website (but no way to know who was who) ‏ </li></ul><ul><li>Not capitalizing on high traffic pages </li></ul>CASE STUDY
    33. 33. Initial Analysis <ul><li>50% drop off between sales stage cycles </li></ul><ul><li>No automatic upsells (promos only) ‏ </li></ul><ul><li>No affiliate/referral program </li></ul><ul><li>Data in different places </li></ul>CASE STUDY
    34. 34. Fix Follow-Up Failure Plan <ul><li>Get organized – tag customers / prospects </li></ul><ul><li>Integrate shopping cart / e-commerce into follow-up system </li></ul><ul><li>Add upsells to follow-up process </li></ul><ul><li>Automate process to save human interaction </li></ul><ul><li>Change newsletter opt-in to free report </li></ul><ul><li>Add automated affiliate/referral program </li></ul>CASE STUDY
    35. 35. Results <ul><li>Grew list from 5,863 to 10,632 contacts </li></ul><ul><li>Grew from 599 purchases to 1,232 </li></ul><ul><li>Average order size increased 16% </li></ul><ul><li>49 sales from affiliates </li></ul><ul><li>Doubled sales in 72 days </li></ul><ul><li>149% increase in sales in 3 months </li></ul>CASE STUDY
    36. 36. “ We've been able to hire two VA's. This has freed me up to work on product development. I never could have done that before, when the data was all scattered in different applications. But since everything is centrally located, my assistants can handle customer service and I don't have to worry about anything slipping through the cracks. We win, and our customers win. Love it.” Marie Rippel, Owner “All About Spelling” (after fixing follow-up) CASE STUDY
    37. 37. Practical Application <ul><li>Determine what type of follow-up your business needs. (10 minutes) </li></ul><ul><li>Brainstorm sequence concepts with group. (30 minutes) </li></ul><ul><li>Build a 10-step sequence outline for your business. (15 minutes) </li></ul><ul><li>Write your opening piece. (20 minutes) </li></ul><ul><li>Share and review with group. (30 minutes) </li></ul>
    38. 38. Fixing your follow-up failure will: <ul><li>Convert more leads into sales. </li></ul><ul><li>Get repeat sales from customers. </li></ul><ul><li>Grow your business without growing staff. </li></ul>
    39. 39. How do you fix your follow-up failure? <ul><li>Make a commitment. </li></ul><ul><li>Create a follow-up program. </li></ul><ul><li>Find a system to automate your follow-up. </li></ul>

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