FIXING FOLLOW-UP FAILURE

Turn your dead lead graveyard into a gold mine

My name is ___________ and I am an Infusionsoft Certified Marketing Automation Coach (CMAC).

Add experience / background

What Will Happen To Your

Leads in 2009?

What are your goals for 2009?

Do you want to grow your business…

quickly!

profitably!

without adding staff!

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?

What do you need to do

to reach your goals?

FIX YOUR FOLLOW-UP FAILURE!

Why don’t companies follow-up?

1. You forget.

2. You focus on hot leads.

3. Unconverted leads fall through the cracks.

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.

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

You are delivering the sale to your competition!

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.

• 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?

• 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?

Old fashioned sales and marketing

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

What happens with the 2,000 cold leads that your sales efforts don’t focus on?

THEY TURN TO DUST!

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%

Is It Time To Stop Letting Your Prospects and Customers Slip

Through Your Fingers?

What is follow-up?

• Education

• Nurturing

• Ongoing contact

• Relationship building

• Providing long-term value

• Staying top of mind

• Differentiating yourself from the competition

• Email

• Voice Broadcast

Effective follow-up happens through a combination of media

• Phone Call

• Postal Mail

• Fax Broadcast

Website without automated follow-up

Website with

automated

follow-up

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)

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)

Old Customer Retention Model

New Customer Retention Model

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)

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.)

“All About Spelling”

Case StudyCASE STUDYCASE STUDY

Can we double their sales?

“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

Goal:Double Their Sales

Strategy: Fix Follow-Up Failure

CASE STUDYCASE STUDY

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

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

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

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

“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

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)

Fixing your follow-up failure will:

• Convert more leads into sales.

• Get repeat sales from customers.

• Grow your business without growing staff.

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.