Download - Fix Follow Up Failure Final
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FIXING FOLLOW-UP FAILURE
Turn your dead lead graveyard into a gold mine
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My name is ___________ and I am an Infusionsoft Certified Marketing Automation Coach (CMAC).
Add experience / background
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What Will Happen To Your
Leads in 2009?
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What are your goals for 2009?
Do you want to grow your business…
quickly!
profitably!
without adding staff!
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How are you going to make that happen?
• Market to generate leads?
• Nurture prospects until they are ready to buy?
• Follow-up with every prospect?
• Get repeat sales from existing customers?
• Automate the entire process?
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What do you need to do
to reach your goals?
FIX YOUR FOLLOW-UP FAILURE!
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Why don’t companies follow-up?
1. You forget.
2. You focus on hot leads.
3. Unconverted leads fall through the cracks.
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Why don’t companies follow-up?
4. You think the people will call you back if
they are really interested.
5. You don’t want to be pushy.
6. You don’t realize the potential impact
follow-up can have on your business.
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People buy when they are ready to buy!
67% of the prospective buyers that tell you “no” today will be ready to buy in the next year. —Gartner Research
80% of leads you consider to be “dead” will buy within 2 years. —Sirius Decisions
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You are delivering the sale to your competition!
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5 Common Follow-up Mistakes
1. No follow-up at all.
2. Weak follow-up.
3. Irrelevant follow-up.
4. Jumping into a sales pitch.
5. No centralized database.
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• 2% close on the 1st call
• 3% close on the 2nd call
• 4% close on the 3rd call
• 10% close on the 4th call
• 81% close on (or after) the 5th call
How many touches does it take to close a sale?
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• 48 % quit after the 1st call
• 24 % quit after the 2nd call
• 12 % quit after the 3rd call
• 6 % quit after the 4th call
• 10 % quit after the 5th call
When do most companies stop following-up?
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Old fashioned sales and marketing
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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
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What happens with the 2,000 cold leads that your sales efforts don’t focus on?
THEY TURN TO DUST!
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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%
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Is It Time To Stop Letting Your Prospects and Customers Slip
Through Your Fingers?
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What is follow-up?
• Education
• Nurturing
• Ongoing contact
• Relationship building
• Providing long-term value
• Staying top of mind
• Differentiating yourself from the competition
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• Voice Broadcast
Effective follow-up happens through a combination of media
• Phone Call
• Postal Mail
• Fax Broadcast
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Website without automated follow-up
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Website with
automated
follow-up
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Follow-up Sequence(New Prospects)
1. Send the info they requested immediately. (email)
2. Send a letter with more valuable info. (letter)
3. Call to see if you can answer any questions. (call)
4. Send a value-added email with tips/education. (email)
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Follow-up Sequence(New Prospects)
5. Send a promo offer to stimulate action. (email)
6. Follow-up with limited time promo offer. (postcard)
7. Call with a final reminder for promo. (voice broadcast)
8. Offer subscription to future marketing offers and other value added content. (email)
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Old Customer Retention Model
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New Customer Retention Model
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Follow-up Sequence(New Customers)
1. Send a “thank you” message. (email)
2. Send a gift. (lumpy mail)
3. Send a survey. (email)
4. Send valuable tips. (email)
5. Present cross-sell and/or upsell
offer. (postcard)
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Follow-up Sequence(New Customers)
6. Ask for a referral. (call)
7. Make “thank you” call. (voice broadcast)
8. Offer subscription to communications.
(email)
9. Put them in a customer nurture
sequence. (newsletter, etc.)
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“All About Spelling”
Case StudyCASE STUDYCASE STUDY
Can we double their sales?
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“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 STUDYCASE STUDY
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Goal:Double Their Sales
Strategy: Fix Follow-Up Failure
CASE STUDYCASE STUDY
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Initial Analysis
• SEO efforts were driving
strong traffic
• Decent sales conversion rate
• Newsletter opt-in on website
(but no way to know who was who)
• Not capitalizing on high traffic pages
CASE STUDYCASE STUDY
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Initial Analysis
• 50% drop off between sales stage
cycles
• No automatic upsells (promos only)
• No affiliate/referral program
• Data in different places
CASE STUDYCASE STUDY
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Fix Follow-Up Failure Plan
• Get organized – tag customers / prospects
• Integrate shopping cart / e-commerce into
follow-up system
• Add upsells to follow-up process
• Automate process to save human interaction
• Change newsletter opt-in to free report
• Add automated affiliate/referral program
CASE STUDYCASE STUDY
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Results
• Grew list from 5,863 to 10,632
contacts
• Grew from 599 purchases to 1,232
• Average order size increased 16%
• 49 sales from affiliates
• Doubled sales in 72 days
• 149% increase in sales in 3 months
CASE STUDYCASE STUDY
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“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 STUDYCASE STUDY
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Practical Application
1. Determine what type of follow-up your business needs. (10 minutes)
2. Brainstorm sequence concepts with group. (30 minutes)
3. Build a 10-step sequence outline for your business. (15 minutes)
4. Write your opening piece. (20 minutes)
5. Share and review with group. (30 minutes)
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Fixing your follow-up failure will:
• Convert more leads into sales.
• Get repeat sales from customers.
• Grow your business without growing staff.
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How do you fix your follow-up failure?
1. Make a commitment.
2. Create a follow-up program.
3. Find a system to automate your follow-up.