mimiran lead capture, convert, close for consultants and service companies
TRANSCRIPT
Capture, Convert and Close More Web Leads
How to make your services website a more productive member of your sales team — by learning from my mistakes. !Reuben Swartz, Founder, Mimiran Online Proposals
MIMIRAN Capture, Convert, and Close More Deals in the Cloud
Mimiran Background
Mimiran has helped Global 2000 leaders in:
Computers
Consumer Goods
Financial Services
Healthcare
Manufacturing
Semiconductors
Telecom
• Helping companies sell better since 2001
• Started as consulting on pricing strategy
• Discovered that pricing results are more about sales tools than strategy
• Developed Mimiran Online Proposals to make it easy for reps to close good deals
MIMIRAN Capture, Convert, and Close More Deals in the Cloud
“Let’s let the website sell stuff for us!”
MIMIRAN Capture, Convert, and Close More Deals in the Cloud
“Let’s describe our services in detail so people understand the value.”
MIMIRAN Online Proposals
Too many options, divorced from the actual services
See that contact info? I can’t either…
What if they’re not ready to “contact us for a free quote”?
And, if they are, how long does it take you to get back to them?
Does gather email addresses
Most are “marketing” leads that require extensive qualification and nurturing.
What about people who might want to buy?
But aren’t ready to signup and put in a credit card?What can we do to help them take the next step?
MIMIRAN Capture, Convert, and Close More Deals in the Cloud
Lessons Learned
• Be specific to your visitor’s state of mind
• Be helpful/valuable
• Make it easy to take the next step
• And the next step after that— don’t count dead ends as wins
MIMIRAN Capture, Convert, and Close More Deals in the Cloud
Small Changes Can Add Up
• Possessives: “My” vs “Your”
• Specificity “Download My Report” vs “Submit”
• Targeted opt-ins— specific services, blog posts
• Forms vs buttons— the violation of the “step rule”
• Imagery— guide people to the forms with other people
• Test, test, test
MIMIRAN Capture, Convert, and Close More Deals in the Cloud
Results
• Conversion rates up to 25%
• 5-8% more typical
• Much better than the < 1% conversion before
• Higher conversion rates and more productive leads than other lead capture mechanisms
• (Median B2B Conversion rates ~2%. Top decile: ~12%.)
MIMIRAN Capture, Convert, and Close More Deals in the Cloud
Most websites are not optimized for sales
• Designed to look nice and present “the brand”
• Collect email addresses for mailing
• Contact/interaction hidden behind links
• Slow response hampers conversion
MIMIRAN Capture, Convert, and Close More Deals in the Cloud
What if we could optimize for sales?
• Make it easy for the prospect to take the next step
• On the same page
• Aligned with how they got there
• Easy to setup
MIMIRAN Capture, Convert, and Close More Deals in the Cloud
Let people get a “proposal”
Full Proposal (sign & start)
What this means depends on your situation
Cookie-cutter projects
Full Proposal with Options
(sign & start or call &
customize)
Select from menu
Sample Proposal with
“starting from…” prices
(call & customize)
Custom solutions
Illustrative Proposal with
no prices (call &
customize)
Solutions so custom, you don’t want to start
talking about price
MIMIRAN Capture, Convert, and Close More Deals in the Cloud
Can have different options on different pages
Assessment
Get Free Proposal
Solutions
Get Free Proposal
Sign & Start Proposal
Accept
Call & Customize Proposal
Next Step
Invoice or Payment Page
Invoice or Payment Page
MIMIRAN Capture, Convert, and Close More Deals in the Cloud
What should we put in there?
• Prices? Can help (dis)qualify.
• Enough to make them take the next step (sign or discuss)
MIMIRAN Capture, Convert, and Close More Deals in the Cloud
A Proposal is a Story, Not a Brochure
• Follow the rules of storytelling
• Not a history of your company
• Not a history of the prospect’s company
• Not a product data sheet
• Not a time to show off your SAT vocab words
• As long as necessary, but no longer
MIMIRAN Capture, Convert, and Close More Deals in the Cloud
Most Proposals Suck— it’s easy to stand out
MIMIRAN Capture, Convert, and Close More Deals in the Cloud
The Story
• What sets the story in motion? Why is it gripping?
• How do we get to the goal?
• (Approximately) what happens and when?
• Who is responsible for what (especially the customer)?
• What is NOT included?
• What awesome products and services are you providing?
MIMIRAN Capture, Convert, and Close More Deals in the Cloud
Who’s the hero?
Technology Tool VendorCustomer
MIMIRAN Capture, Convert, and Close More Deals in the Cloud
Let’s see it in action
1. Set up a simple services proposal
2. Set up a Lead Capture Widget
3. Install Widget on web page
MIMIRAN Capture, Convert, and Close More Deals in the Cloud
Recap: What did we see?
1. Set up a simple services proposal
2. Set up a Lead Capture Widget
3. Install Widget on web page
All in about 30 minutes!
MIMIRAN Capture, Convert, and Close More Deals in the Cloud
Easy to start, flexible to extend
• Built-in templates and snippets make it simple to get up and running.
• Lots of power as you grow.
MIMIRAN Capture, Convert, and Close More Deals in the Cloud
How is this different from other lead capture tools?
• Designed for sales leads
• Know when someone is reading your content (unlike email and one-time downloads)
• Efficient path to deal close
• Can offer multiple “quotes” or options for customer to select (increases win rate and average deal size)
• Complimentary to marketing automation: unqualified leads that need nurturing can go back to marketing
MIMIRAN Capture, Convert, and Close More Deals in the Cloud
(Dis)Qualifying Leads (Fast)
• Provide some minimum pricing, if possible
• Provide some options, if possible
• Call/email when they are reading your content
• Responding within 5min increases conversion rates 5000% compared to responding in a day
MIMIRAN Capture, Convert, and Close More Deals in the Cloud
Close Hot Prospects Faster
Option 1: Qualify with inside sales
Turn over hot leads to sales
Option 2: Close with Mimiran.
Prospect can accept & sign online.
Can easily customize automatic proposals.
MIMIRAN Capture, Convert, and Close More Deals in the Cloud
Example: B2B Services
Create Proposal Request Discount Approval Get Approval Send Customer Signs
Online
Minimum 2 Days 1-7 Days
Before Mimiran
2:44
After Mimiran
That’s 2 minutes, 44 seconds.
MIMIRAN Capture, Convert, and Close More Deals in the Cloud
Impact of small changes
ScenariosVisitors/Leads
Conversion to Contact
Conversion to Proposal
Proposal Win Rate
Average Selling Price Revenue
Baseline 10,000 2% 50% 50% $50,000 $2,500,000
Improve Web Conversion 10,000 5% 25% 50% $50,000 $3,125,000
Improve Proposal Conversion 10,000 5% 25% 60% $50,000 $3,750,000
Improve Average Selling Price 10,000 5% 25% 65% $55,000 $4,468,750
Now we can afford more marketing! 12,000 5% 25% 65% $55,000 $5,362,500
MIMIRAN Capture, Convert, and Close More Deals in the Cloud
Typical technical services web page
Giant wall of text
Here’s the “fold”. On a 15 inch MacBook Pro
Tiny phone number and link to “Contact Us” page. No
direct call to action.
MIMIRAN Capture, Convert, and Close More Deals in the Cloud
What we want to see
SolutionKey pain points Key issues Why we’re great at solving
Customer Image
Customer Quote Get Free Proposal
MIMIRAN Capture, Convert, and Close More Deals in the Cloud
Take it all the way back to Google
SolutionKey pain points Key issues Why we’re great at solving
Customer Image
Customer Quote Get Free Proposal
Paid Keywords
Organic Keywords
MIMIRAN Capture, Convert, and Close More Deals in the Cloud
Don’t forget blog posts
• Might be some of your highest traffic pages, with people looking to find out about a specific problem.
• If you have a solution, you can put a Lead Capture Widget at the bottom of the post.
MIMIRAN Capture, Convert, and Close More Deals in the Cloud
Action Items
• Remove walls of text
• Make it easy for customers to take next step(s) and connect with you
• Provide solution-specific proposals
MIMIRAN Capture, Convert, and Close More Deals in the Cloud
Make 2015 a Record Year
• Get one or more lead widgets on your site by 2015
• Start capturing, converting and closing more leads
MIMIRAN Capture, Convert, and Close More Deals in the Cloud
Get Started
• Start your free trial at https://www.mimiran.com/signup/Growth
• Are you letting at least one lead get away?
“Setting it up was easy. It only took me a few minutes to configure the Mimiran side and another hour to build and deploy a page I was happy with on my own site to put the button on.” — Matt Konda, Founder, Jemurai