As I mentioned in my last post, I am starting a series of 10 basic principles that will help you increase your conversion rate of turning the potential into the paying. If you missed that post, then I recommend that you click on the title, “10 Basic Principles for Turning Your Prospects into Clients” and give it a read. It will give you the base premise from which I will be speaking.
We will only be focusing on what it takes to turn “good” prospects into clients. No sense in working hard to convert customers that are more work than they are worth. Hopefully, you can tell the difference. If not, drop me a line and I will help.
When a prospect is giving off the “I may be interested” pheromones, don’t let your competition get the scent. Get back with the prospect right away. What does right away mean? My goal is within four hours.
Why four? Here are my top 5 reasons.
1. I believe in hitting my goals and four hours is a goal that I can keep without appearing ridiculously slow to the prospect. It doesn’t mean that I won’t contact them within the first hour, but if they send an email or if I am in the midst of a meeting, conference call, writing new content for a current customer, etc… I may not be able to get back to them sooner.
2. I believe in doing some quick homework prior to the first call if possible. The soon-to-be customer may have given you very little information on their message, but if they have given you a company name, I recommend that you check out some info on their business. It will give you insight into who they are, the market they go after, the products / services that they offer, their Unique Value Proposition – possibly even give you some ideas that you can propose for improvement. Remember, you are a problem solver and not an order taker. Plus, prospects will connect with you better if they feel that you have a grasp of their market.
3. Statistically speaking, the odds are in your favor if you follow up the same day. Even waiting one day can decrease your chances for capturing a customer. The prospect is giving you the signal that an idea for improvement is on their mind. Take advantage of it. The longer you wait, the longer they have to change their mind or find one of your competitors.
4. They may have a project right now. What if they are in serious need of a solution? How long do you think they will wait? Can you capture some quick business and get back to your current task list? Plus, rush jobs may give you an opportunity to charge a premium.
5. If they don’t have a project right now, they will appreciate your efficient, quick follow up, giving you better odds for capturing future business. And if they do have a need right now that for whatever reason you can’t satisfy, they will still appreciate your efficient, quick follow up, giving you better odds for capturing future business.
Even if you feel that you have too much business to properly satisfy a new customer, I still recommend that you give an interested prospect a call within four hours. You never know how it can lead to future business when times may not be so busy. Or, you can refer them to a colleague in return for a future favor.
Stay tuned for principle 2, “Stay in Touch with Long Term Prospects”.
All The Best,
The Solopreneur’s Guide