lead conversion: don’t sell, satisfy - business coaching · lead generation: this could mean that...
TRANSCRIPT
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© 2012 E-Myth
E-Myth Online Seminars
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Lead Conversion: Don’t sell, satisfy
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© 2012 E-Myth
Over Three Million sold since 1997
Translated into 29 Languages
Taught in 118 Universities
Voted the #1 business book by Inc. 500 CEOs
Listed in “The 100 Best Business Books of All Time.”
Served over 50,000 businesses in 145 different countries
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© 2012 E-Myth
A philosophy and a
comprehensive
business
development
framework that
encompasses both
what to do and how
to think about it.
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© 2012 E-Myth
Lead Conversion: Don’t Sell, Satisfy
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© 2012 E-Myth
Session Key Messages
� Think beyond the “one-time sale” and look for a lifetime relationship.
� The customer is part of your business not just outside your business.
� Customer needs are more important than your own.
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© 2012 E-Myth
Session Overview
• Seven Centers of Management Attention™
• Lead Generation (what comes before)
• Lead Conversion Barriers
• 5 Key Steps to Effective Conversion
• Impact and Confidence
• Needs-Based Selling Functions
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© 2012 E-Myth
7 Centers of Management Attention
Strategic business foundation centers that set up the experience.
Direct customer experience centers and outward facing systems.
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© 2012 E-Myth
Business Frustration: “Not Enough Sales”
Lead Generation: This could mean that not enough leads coming in and/or the wrong people are being attracted to the business.
Lead Conversion: A lack of conversion could mean the wrong type of leads are coming and therefore impossible/difficult to convert. Your “value proposition” is not understood clearly compared to competitors. How about pricing? Do you have a sales process that everybody follows? Do you know why people really buy?
Client Fulfillment: This could mean the promise is broken and the customer experience is poor, therefore, no referrals (passive or active) happen. Even worst, customers vote with their feet and talk negatively about the business.
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© 2012 E-Myth
“I’m of two minds…”
Logic Emotion
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© 2012 E-Myth
Satisfy vs. Sell
The purpose of Lead Conversion is to satisfy the decision that was already made in Lead Generation.
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© 2012 E-Myth
Where does the sale fail?
Thinking of them as “sales.”
Making it more work than it needs to be.
When we think the job is to win over, we ultimately lose.
Just seeing an empty shell with a wallet.
$ $ $ $ $
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© 2012 E-Myth
The heart of the matter
This is not a call to do battle, this is a call to communicate!
This is not a call to battle… this is a call to communicate!
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© 2012 E-Myth
What gets in the way?
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© 2012 E-Myth
Universal Lead Conversion Process
Offer the ProductOffer the Product
Provide the SolutionProvide the Solution
Determine Their NeedsDetermine Their Needs
Repeat the Emotional MessageRepeat the Emotional Message
EngageEngage
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© 2012 E-Myth
Step 1: Engagement
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© 2012 E-Myth
Step 2: Emotion
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© 2012 E-Myth
Step 3: Determine Their Needs
How do you do this?
Need to systemize it.
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© 2012 E-Myth
Step 4: Providing the Solution
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© 2012 E-Myth
Step 5: Offering the Product
Don’t forget to
ask for the order!
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© 2012 E-Myth
Lead Conversion Process Before
Asking if the customer needs help is a close-ended question that results in “no thanks” 80% of the time
and shuts down the conversion conversation prematurely.
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© 2012 E-Myth
Lead Conversion Process After
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© 2012 E-Myth
What gets in the way?
The technician who knows too much about the
product, but has not taken the necessary steps to find
out what they need to know about who’s buying
the product.
Blah…blah…blah
…blah. Now I’m
really confused.
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© 2012 E-Myth
Impact and Confidence
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© 2012 E-Myth
Needs-based Selling Functions
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© 2012 E-Myth
Your Worksheets
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© 2012 E-Myth
Adopt A New Perspective
� Think beyond the “sale” and look for a lifetime relationship.
� The customer is part of your business not just outside your business.
� Customer needs are more important than your own.
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© 2012 E-Myth
The E-Myth Mastery Program®
Request a free Business Consultation with an E-Myth
Program Advisor
www.e-myth.com
Toll Free in the US
800.221.0266
Outside the US
+1 541.552.4636
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© 2012 E-Myth
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© 2012 E-Myth 29
Thank You