Our ‘Soft Follow-Up’ system consistently closes sales without using pushy sales tactics. With small tweaks, it works for both Service and E-commerce based companies.
This post reveals exactly how we implement our very successful Soft Follow Up system. You can use this post as a template to implement your own system.
Why You Need A Follow-Up System
The ‘follow-up’ is a crucial part of the sales process.
Think about it. Your potential customer can’t consider all relevant information related to purchase the very first time you meet. People need time to work their way through the decision making (and information gathering) stages.
Most products and services require at least the following considerations:
- Is this product or service solving my whole problem or just part of it?
- Is the product or service appropriately priced?
- Are their alternate solutions to my problem?
- Can a competitor offer me a better deal than what I’m being offered here?
It’s no wonder that so few people purchase on the first contact. And this is why it’s critical you have a ‘follow up’ process in place. It is often the difference between success and failure.
It doesn’t matter how convincing your sales pitch is, most people simply need time to consider a purchase. The more expensive the purchase, the more pronounced this is.
It’s therefore bad business practice to rely on your salespeople, sales process to secure a sale on the first contact. And yet that is exactly what so many small business people do.
This System Is Too Soft – I Need To Work The Phones To Close My Sales!
We hear this a lot and to an extent, it’s true for a lot of businesses. However, we’re not suggesting that you employ this strategy at the expense of other follow up strategies. Hell No!
In fact, the system works hand-in-hand with a more ‘in your face’ phone based follow up process. Our soft follow-up system is tracking lead engagement such as whenever a lead reads a post, watches a video, or clicks on an advert.
Therefore, you’re able to make your phone calls whenever your lead is most engaged with your material. We find that this information maximises the chance of a successful phone call. It also gives you the opportunity to frame the frame or personalise the conversation based on what the lead is reading and watching.
REVEALED – THIS IS OUR SECRET!
While we have a number of follow-up options available to us, we’ll now reveal the two best. These two tend to work well for all businesses:
Follow-Up Strategy 1 – Advanced Analytics Remarketing
It sounds complicated, but it isn’t.
Put simply, we show adverts (over weeks and months) to people that have visited your website and not taken your ‘Irrestiable Offer’ (or purchased your product if you’re E-commerce).
However, we don’t show adverts to everyone – no way – at least 50% of people aren’t going to take your ‘next step’. If you show your adverts to everyone that has visited your website you’re going to blow your budget very quickly.
Instead, we only show adverts to the small percentage of past website visitors that are most likely to buy from you. For example, we’ll use Google Analytics to identify:
- Website Visitors who have spent more than 6 minutes on your website and have not taken your offer
- Website Visitors who have visited 3 or more pages on your website.
Check out this amazing real-life Google Analytics table from one of our clients:
This data is gold to a digital marketer as it identifies a group of people who most likely to become your next customers. To cut to the chase, if you advertise to just the people that have been on your website for longer than 6 minutes you have a 12% chance of them taking your irresistible offer.
And yet we see so many people advertising to the 0-2 minute group (which only have a 2.86% chance). Or even worse, they really blow their budget and advertise to those that have bounced!!
Follow-Up Strategy 2 – Facebook Custom Audiences
Stick with us – we’re almost done!
Facebook is great because it connects easily to Email Auto Responders. This means that as soon as you receive a leads’ email from your website you can automatically add it to your email database and a Facebook custom audience.
You’re then able to break your email database into groups (example – Leads who have spent more than 6 minutes on the website in the last month; A past customer who has had a look at your pricing page in the last 60 days) and show customised adverts to them.
Do’s & Dont’s
Do check your differing ‘Conversion Rates’ versus ‘Time on Website’. Then remarket to the best segment.
Don’t do a generic remarketing campaign that advertises to everyone including those that bounced.
Get to work and implement this.
- If you can’t do it get your marketing agency to do it.
- If your marketing agency can’t do it get us to do it.