Just because someone expressed interest does not mean they will convert into a sale.
Average conversion rates fall between 2-10% for warm leads to convert hot.
To me, warm leads mean they have already been on my website, have shown interest in my brand, and now need a nurturing nudge. This is where I welcome them to connect with me and put my focus on converting them.
I invite them for a Zoom meeting through my appointment funnel.
You can set up a Zoom meet appointment funnel form to ask prep questions before meeting up, so you connect better during the call.
Here is an example of how we do it at my company, Acolyst.
We have our main prospects categorized into 4. So, when they Click on Let’s Zoom, they select the statement that best describes who they are and their goals. They are then taken to a form with questions that helps prepare us for the Zoom meeting. After they fill out the form, they are sent a link to our calendar with available times for a meeting.
This is a simplified Zoom meet appointment funnel we have put together. But having a Zoom meeting is not enough to close the sale.
It is what happens during and after the appointment meeting. Just because they have expressed interest does not mean they are going to be an easy sale.
Here are 5 steps to convert warm leads from an appointment meet request:
Know where your prospects stand in the buying process.
Find compelling reasons that they want to use your offering and buy from you. The more that you can get the prospect to talk about their problem, the more they’ll feel emotionally compelled to fix it.
To do this, you need to get to the root of the problem that your product or service solves. Rather than just diving into the benefits of what you offer, take the time to listen to your prospects. Allow them to express what they need, their concerns/doubts, etc.
Here are some examples of questions to ask:
Repeat back everything the prospect says to make them feel heard, validated, and understood.
For example, here at Engage 2 Engage it might sound like this, “I understand the lack of marketing resources has created balance issues on taking care of family, spending time with loved ones, and focusing on what matters in your business. You are spending too much time trying to figure things out and are getting burnt out and feeling overwhelmed not getting the results you were hoping for.”
We emphasize the pain, shining awareness on the problem, then create urgency to fix their problem so they stop having negative emotions.
We may also ask follow-up questions based on the unique information they provide. Rather than just sticking to a generic list of questions, we incorporate what they’ve shared in our next questions. Based on the example above, we may ask “how would it impact your life if you could strike a balance by spending less time on more effective marketing?”
Next, qualify that the prospect is both willing and able to spend money on your offering. Frankly, some prospects are just not the right fit for your offering. The sooner you know who is qualified and who is not, the better. Ultimately, you want to spend time nurturing those prospects who have the means and interest in your offering.
Put yourself in the prospect’s shoes and think about ways to make this process easier for them. Do you already have the pricing of your programs outlined on your website? Do you make customized offers clear?
Do not wait to have conversations about cost or budget.
Here are some questions to guide this portion of the meeting:
Then, it’s time to address exactly how you can help the prospect. Doing this requires a lot more than just repeating your offer’s features and benefits. The prospect wants to hear exactly how you can help them.
When doing this, incorporate the main problem your prospect shared. Weave this into a story about exactly how you would help them with your offer. Within this story, paint a picture of the better life they could lead with your help.
Consider the example above, about the person who was overworked and overwhelmed trying to do all of their own marketing. We would reiterate how difficult it is right now for them to enjoy a work-life balance. We would then explain a plan for helping them. “We’d like to start by auditing your website and improving the most critical elements to set you up for marketing success moving forward. Then we’d…” After explaining how we would help them, we’d end by showing them how much this could transform their lives, which in this case would mean more quality time with family and much less stress.
As my mother would always say, “follow-up, follow-up, follow-up.”
Follow-up within 24 hours, then follow-up again in a week. See what timeline works for your business model. Some it is every 3 business days.
But don’t just follow up with a “Hey, checking in. Did you decide?”
Follow-up while providing some insight. Find continuous ways to get in front of them again in their inbox, text, or face-to-face meeting; all depending on your business model.
So, you are referring back to their own pain, yet painting a picture of what their life could look like if you helped them. Connecting to their emotional resonance.
There are many ways that you should stay in front of and nurture your prospects, so they take action. Keep them interested in your brand without annoying them.
Share resources that will help guide them through the next stage of your sales funnel process. This could be adding them to your email nurtures, newsletters, infographic, informational videos, blog posts, a special offering, and other creative ideas.
Send a text giving them a teaser on how to fix their own problems, or how you can do it for them if they signed up for your offer.
Far too often, warm leads quickly become freezing cold lost opportunities. Converting warm leads is not always a shoo-in, it requires the intentional strategies we outlined above. Of course, these steps can sound much easier than they are.
That’s why our team of experts at Engage 2 Engage is here to help. We’ll help you plan and implement a proven strategy to convert your warm leads into hot sales. Check out how our programs can help you today!