I had a client who had a hard time selling their services. We got them hundreds of leads from Facebook ads, but no matter what she was not able to sell her services.
I figured out she was trying to sell them into the package right away over the phone. Unless the lead is warmed up to a degree where they are extremely comfortable already, the best way is to push them to the next step.
Step 1. Transition
We have already made the transition from ad click to opt in, then from opt in to phone call. So now that we have them on the phone. What the next step is, is transitioning them from the phone call to either a booked consult or taster session.
In this case the client offered them a taster session. It was much easier for them to sell them in person during that session than it was over the phone.
People need to see your eyeballs. They need to see you for who you are, and what you represent. This particular client was AWESOME at training people. But needed a little help with sales. Once the client saw them as a person, got a felt for the program and location. They felt at ease and was ready to commit to her service.
This client was able to close 100% of the people who went to the taster session.
What You Should Be Doing?
Well for starters, you should know your conversion rates!
How many people did you call?
How many people booked a consult or came in for a taster session?
How many people out of the consult or taster session converted to a sale?
How many sales converted to a lifetime (longterm) client?
Knowing these rates percentage wise, will tell you a lot about your business and what areas you need to improve on. What we do is we optimize for leads. Then we optimize for prequals. Then we optimize for actual sales. This is the most important thing you can do when trying to either scale your business or just improve your sales process.
Step 2: Worms
We all get them! No matter how much we warm our traffic up we will always get our worms. We have to admit, we like our worms. They are the ones who teach us our lessons.
You must wonder what are worms.
My definition of worms are... Time wasters... People who click your ad and have no intention of signing up. People especially who sign up and have no intention of going forward. People who you call, and can't afford it!
I have to admit, I don't like them very much. However, we will always get them. There is no questions asked... But the good news is. We can minimize the percentage of worms we get. And try to get close to 100% high quality leads. Worms will come, but not as many is what I am trying to say.
Remember, adjust your prequal questionnaire or application form. Take a look at the type of leads you are getting right now. Adjust that prequal to where your percentage of higher quality leads increases. This is very important on the back end.
Then on the front end don't mention price too quickly. You will scare people away. They should honestly never know the price until they are well educated about the benefits and features they get with signing up for your program.
Those people signed up for a reason. They want to do this! Just because they said no right now does not mean it's no tomorrow!
No does not mean, no, it just means "not yet." So keep them on your list, and warm them up with tons and tons of content and build them up to a special place where they are ready to contact you and ask you again "how much do you cost?" Then we know they are ready to commit!