Steps For Converting Leads To Customers
Attracting leads to your business is one thing but converting leads to customers is what puts money in the bank. How do you do this?
Hi Trish Davies, here to carry on from my previous conversation relating to automated lead generation. Within that article I shared with you 3 simple steps to generate leads online for your business.
That process is highly effective to attract the right people to your business and done on autopilot once the system has been set up. I encourage you to check that article out, so you have clarity on today’s conversation.
The natural progression for lead generation is converting leads to customers. I am going to share with you some strategies to do that which are automated and more hands on.
Before I do that though I want to focus on a topic that many business owners overlook. That is creating a relationship with your leads, after all you have spent time and money in acquiring them. It only makes sense to do everything you can to improve your ROI statistics.
Creating A Relationship With Your Leads
What you must realise is that behind every email address on your database is a real person. A person that has taken the trouble to enter in their details in return for the free offer you have promised them.
Now they have the free offer in their hands you must develop a relationship with that person. This is the defining point as to whether they carry on their journey with you and ultimately buy your additional products and services.
As I mentioned in the previous article your lead magnet scratches an itch that someone has. It provides a solution in effect but then pre-frames them to your more advanced and detailed solutions.
Therefore, you must make them feel that they are valuable to you and you do that by offering further value. You relate to other pain pints that they are suffering from but with a personal touch.
Offer insights into who you are, what you have done to overcome the same problems they are experiencing. When you do this your lead then relates to who you are, they resonate to you, they want to know more.
Think of it this way. On a first date with someone you meet them and start to get to know them. Depending on how it goes a decision is made by both parties as to whether to see each other again or not.
The lead capture page I mentioned in the previous article is the introduction to you and the lead. The first date is the communication you have with them after they have opted in.
This is where the relationship starts to evolve and hopefully blossom. If it doesn’t they stay as a lead, maybe even say their goodbyes. How do you nurture that relationship though?
Converting Leads To Customers Through Communication
Now I have touched on the point of creating that relationship with you lead and this is how you do it. After they have submitted their details on your lead capture page they automatically go onto a piece of software called an autoresponder.
Now there are many autoresponders on the market, but I use a system called Aweber. If you contact me here then I can give you some great information on their best deals to suit your business.
An autoresponder service enables you to create a database of contacts. Initially they will be leads but eventually a percentage will become customers, therefore you can change your marketing message appropriately.
The process works like this. They opt in with their email address and the autoresponder automatically sends them a thankyou and welcoming email. Within that email you express your gratitude to them for signing up and give them the link for their free offer.
This instils confidence in the lead to you as you have fulfilled your promise by delivering your lead magnet. What happens after this is the important aspect to converting leads into customers.
You will set up a sequence of email communications that cover who you are and what you stand for. Also, you will speak about your company and what you can do to help them with their problems.
This is all about making them understand that you have their back, you resonate with how they are feeling. You emphasis that you want to help them overcome whatever they are facing and to stand side by side with them. Ultimately you want them to achieve their desired outcome and relieve the pain they are suffering.
Your objective is to get them to know, like and most importantly trust you.
Your Email Sequence
As I said you do this through a sequence of emails and within those emails you introduce your additional products and service. The general rule of thumb is that a lead needs takes action at around the 7th email that you send. If they are interested then this is when they get their credit cards. Out.
Therefore, your sequence must reflect this which means you start out offering information about you to create that connection. You then start to hit the pain points they are suffering but in an empathetic way.
Then you start to build up the desire for your solution before you offer it to your lead. Hopefully by then they are so desperate they just want the link to your next product. That is the key, you must have a next product to your lead magnet. This is the start to your product line, sometimes referred to as a product funnel. This is where the majority of your profits lie, therefore you may want to change your approach to a more personal approach.
A Personal Approach To Ascending Your Customers
After your first paid product you should have higher ticket products and services. These products and services will have ticket prices of around $500+ which take some consideration on the behalf of the customer.
This is another key point as that lead is now a customer. You have built up that relationship through automation but here you want to take the relationship to the next level.
That level is through personal communication such as by phone, Skype or Zoom. Here you are one on one and can ascertain a lot more as to what the customer wants, how far they want to go.
You will have higher level products and services. Maybe intense courses, masterminds, and high-level coaching. Believe it or not it is sometimes easier to sell these high-end products and services than the lower priced entry ones.
The reason I say this is because you have done the work from the start. Created that ice breaker and developed the relationship. By now your customers trust you and will be influenced by what you say. They are loyal and will become repeat customers. It is easier to sell to an existing customer than a new one.
This is the process of converting leads to customers, albeit an overview. I cover this process in more depth through my Build Your AU programs which help people build a brand within any industry. If you would like to now how Build Your AU could potentially help you click here to receive a free video series.
Thank you for spending your time with me today, I very much appreciate it and look forward to welcoming you back at some point in the future.
Helping you build your authenticity, authority, and audience.
Trish Davies
Build Your AU
Recent Comments