Latest / Amplify Your Marketing Message with Christine Campbell Rapin / 174 - From ‘Not Yet’ to ‘Now’: The 5-Step Follow-Up That Converts

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174 - From ‘Not Yet’ to ‘Now’: The 5-Step Follow-Up That Converts · Amplify Your Marketing Message with Christine Campbell Rapin

• 0:01
  You and I both heard this phrase a million times.
• 0:06
  The fortune is in the follow up, and it's more than just a catchy
• 0:13
  phrase that the entrepreneurial community likes to bat around or
• 0:17
  that you would find on a coffee mug sitting on any
• 0:20
  entrepreneur's desk. The truth is, it's more than
• 0:24
  words. It's truth.
• 0:28
  On average, consumers need to be wooed and that wooing is way
• 0:37
  longer than you likely are doing and it's costing you big bucks.
• 0:46
  The fortune is in the follow up because it takes 7 to 20 touch
• 0:51
  points before someone has made an assertation that you're
• 0:56
  trustworthy, that you know what you're doing, that you're
• 1:00
  likable and credible. And I feel safe investing in
• 1:06
  your programs and services. And that's why in our programs
• 1:09
  we spend so much time getting clear and building a road map
• 1:13
  that moves somebody from curious to paid client.
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  It isn't the tactic that is the problem.
• 1:21
  It's true that follow up works, but you have to have a system of
• 1:27
  follow up if you want predictable and repeatable
• 1:31
  results. And so today on Amplifier
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  Marketing Message, I want to talk about the steps, the actual
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  brass tacks of how to nurture a prospect and five specific ways
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  that you can execute that follow up that will create better
• 1:48
  results. We just wrapped up one of our
• 1:52
  favorite programs in our business.
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  It's called the 30 day client enrollment lead Sprint.
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  And for the group that went through, I heard one universal
• 2:02
  comment in every piece of client feedback we received.
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  I've got to do way more follow up.
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  I have low hanging fruit in my business.
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  I was not pursuing because I was trying to find a new lead
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  instead of following up with what I already had.
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  And that by simply following some of the day-to-day tactics
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  that we share in that program, people made cash, lots of it.
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  And so we know it works. And that's the other thing that
• 2:34
  is so ironic. You have heard this expression a
• 2:39
  million times and twice on Sunday.
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  Because it works and yet we don't work.
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  What works? We're distracted by trying to
• 2:47
  find something that doesn't work and then contort ourselves into
• 2:50
  I can make it work. And then when it doesn't, we get
• 2:53
  distracted, frustrated and go find another shiny object.
• 2:55
  Stop it. This is an episode you save,
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  this is an episode you re listen to, and this is 1 where you get
• 3:02
  down to business because your next client is, chances are
• 3:09
  already in your ecosystem and possibly even already received
• 3:14
  an offer. And I'm just going to share with
• 3:16
  you my perspective for a minute before I jump into these five
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  things. I'm going to tell you how to do,
• 3:21
  what to do, and when to do them. I have created a lot of sales
• 3:27
  success in my career, both as an employee, as a business owner,
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  and as a mentor to other business owners, building client
• 3:38
  growth consistently. That's true, but even no matter
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  how many sales courses I've taken or various times I've
• 3:49
  applied myself, we all struggle with consistency in follow up.
• 3:55
  We all lose out great opportunities to support new
• 4:01
  clients because of our lack of follow up.
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  And here's the numbers. A great salesperson and I
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  believe I'm on that high end of great.
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  We would still only close 25 to 35% of our clients the first
• 4:21
  offer we make. That means that the vast
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  majority don't say yes and the vast majority of money is still
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  there because the person who asked for an offer has two
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  choices. You've heard this here before on
• 4:36
  Amplify Your Marketing Message, but if you're new, this one's a
• 4:39
  good one. Make sure you think about this
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  every day, every time you make an offer.
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  It's a decision making moment. People can decide to keep their
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  problem or they can solve their problem.
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  And if the offer doesn't reach a conclusion, which is I'm going
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  to solve the problem, there is a known truth at the table.
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  I've chosen to keep it and that decision might be revisited.
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  And anytime it's revisited, I want to be at the table to
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  invite them towards my solution. And that only happens if I stay
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  in the follow up. And I've had many, many clients
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  come to us. Sometimes it's only a few weeks
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  and sometimes it is years later and saying I'm now ready and
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  I've been watching from the sidelines and I've been nurtured
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  and I still really trust you. I know I was gonna hire you.
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  Today's the day we're going. And I'm like, giddy up.
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  Let's do this. So here is where we start.
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  The first thing is that momentum must be initiated by you
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  intentionally inviting people to take a step.
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  So the first thing to do is to always plan and make a next step
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  before we lose the opportunity to do that.
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  And I'm suggesting here, the simplest way to do that is book
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  the next step, book the next call, book the next experience
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  in the moment where the offer is made because it gives you
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  another touch point that's already built in and you have a
• 6:26
  reason to keep the dialogue happening.
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  And so when we are running our day-to-day businesses, I run
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  into CRM, I coach people to create and run successful
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  businesses by using a CR. And if you're thinking, what the
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  hell, you just use an acronym, back it up.
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  Christine, A customer relationship management is a CRM
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  tool. It is a simple way to track and
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  measure and move things by documenting a sequence of steps.
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  And so in CRM, our system that we will use and train and
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  support other clients in is always to document what is your
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  next step, what will you do intentionally and what have you
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  booked and committed with the person who is your lead.
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  And that next step should fall into an assessment of urgency.
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  And this is just your opinion. There's no right or wrong answer
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  here. I like to keep things simple.
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  I think of this as green light, amber light, red light or slow
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  middle fast, and depending on urgency, we should take that
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  step more quickly or more slowly based on our assessment of
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  what's going on to date. So the first way to keep
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  nurturing happening is to already have a committed next
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  step. Book the meeting.
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  In the meeting, make sure you know what the purpose is of that
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  next step so that you have a clear, easy way to engage and
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  you get agreement to keep the conversation going.
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  OK, that's really simple. Step number one.
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  Step number 2 is to send a recap of your current conversation.
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  So if you've made an offer, absolutely you should be
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  recapping what it is, and that means you should lead this with
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  an assessment. I understood your goals to be XY
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  and ZI understood your challenge to be the following.
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  And your goal when you leave that way is to establish common
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  ground that I listened because nobody gets hired if they don't
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  listen. And I understand your
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  perspective. It also gives you a moment to
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  fine tune if there is any misalignment in that initial
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  assessment because if you don't assess correctly, you diminish
• 9:02
  the chances that this will get to yes.
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  And we're people, so there's always a potential we need to
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  fine tune it. But I will tell you, I have had
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  people come back and hire me years later because they say the
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  follow up assessment you had sent me blew me away.
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  A conversation that I thought was pretty casual, had a real
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  clear understanding of my gap, a truthful respect for what the
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  challenge is, and an invitation that I was able to pick up or
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  defer as was right for me, the person on the receiving end.
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  So you should recap. And when you recap, I always
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  coach my client. So this is a client experience
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  that you're getting right here on this podcast.
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  I say recap the goals, the challenge, your recommendation
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  and why you believe this is smart money and you state the
• 9:56
  investment and clear simple, direct next steps to move
• 10:02
  forward. So your tag teaming the first
• 10:05
  piece and the second piece and that's how momentum can be speed
• 10:09
  up. So take the time to not just
• 10:13
  wallow if you didn't get to yes and forget that an offer didn't
• 10:17
  go your way, but to really recognize we're in a not yet
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  scenario and I can still be persuasive with a recap e-mail.
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  You should. That's practice here.
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  Keep a copy of this in your CRM or in your files because you
• 10:34
  always want to be able to go back to exactly what was talked
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  about, exactly what was going on because it gives you a place to
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  step into another conversation saying when we last spoke, the
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  goals were X. The challenge was this.
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  I want to know have you solved the problem or has anything
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  materially changed since then that we should revisit so that I
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  can make a recommendation? Because I really am wanting you
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  to solve that. And I might be able to bring
• 11:01
  some of my expertise, my experience to the table to get
• 11:04
  you there faster with better support on the outcome.
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  The third piece of intentional reach out that I would encourage
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  you to to always is to share a resource.
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  This helps people know, First off, they're top of mind to help
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  them at a safe distance while you're building trust.
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  And if you are listening well and you give a highly valued
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  resource, you raise your credibility in the eye of the
• 11:38
  potential buyer. So you should keep good notes in
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  your CRM about what their challenges were so that you know
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  what would be a great resource. And that resource can be
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  anything. It could be an article, it could
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  be an introduction, it could be an invitation to an event, it
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  could be anything. You're building equity, trust,
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  and credibility by showing how you show up as a service
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  provider. 4th suggestion I like to use is to create a sense of
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  urgency. And I don't mean false urgency
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  here. I'm not at all advocating for
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  bro heavy-handed scarcity led urgency.
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  I'm talking about urgency as an understanding of the cost and
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  consequences for the buyer to delay not solving the problem.
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  So for me, what this could often look like is when I'm in a
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  conversation with somebody and I understand their goals and I
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  understand their challenges, and I understand the gains to be had
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  by not forgetting to solve this or not prioritizing to solve
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  this, I can communicate a sense of urgency and that can be as
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  simple as this. Let me give you an example.
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  If for every client you bring into your business, you're
• 13:07
  selling an offer that is $3000 for every month that you don't
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  solve this. Assuming you need one client per
• 13:18
  month to make your business goals, which is some people's
• 13:22
  reality. For every month you don't solve
• 13:25
  this, it costs you $3000. So if any of our programs or
• 13:32
  have an investment level less than $3000, yes, while you're
• 13:37
  spending $2000, you're gaining the net difference.
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  So let me give you some math because I don't want you to get
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  lost in this. So if a client comes to you and
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  you sign them as a client, it gains $3000 of income revenue
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  and our program will talk about the current pricing of our
• 13:59
  client enrollment Lead Sprint is $500.
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  So you spend $500 to go for 30 days in a program with us where
• 14:07
  every day I'm going to help you find a lead.
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  If you find a lead that leads to that client, you gain $3000 for
• 14:14
  the cost of 500. The benefit is $2500.
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  You are $2500 ahead because you invested $500.
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  So that's a smart money decision.
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  So I'll ask you in an offer, how many months do you want to delay
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  having $2500 in your pocket? One month, two months equal to
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  5003, months equal to 7500. At what point does the break
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  happen? It's crazy not to solve this and
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  the relative cost has such a huge gain.
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  It's worth investing in because it's smart money that creates
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  urgency. Understanding the lens in which
• 15:02
  the buyer has communicated. Not me saying artificially we'll
• 15:07
  never run this program again unless that is in fact true.
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  But we run our lead Sprint all the time.
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  We run it multiple times a year and you can step in at anytime.
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  But delaying stepping in costs you more than the investment to
• 15:21
  get started. So if you're thinking holy Dina,
• 15:24
  I need that, come find us. Christine Campbell rapping.com.
• 15:27
  Check on the Work with Me tab and you will find details and
• 15:31
  can enroll in our 30 day Lead Sprint.
• 15:33
  The next one will be detailed on the website.
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  The fifth way that I want you to follow up and create engagement
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  to build momentum with a prospect is to stay visible.
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  That means you want to be intentionally engaging in their
• 15:52
  content, posting about your own content.
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  You want to be sharing in a language that builds on the
• 16:03
  momentum of the most recent conversations because chances
• 16:08
  are, while they may not have got to, yes, they're still watching.
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  And I have a really good example of this in our own business that
• 16:16
  I'd like to share with you. So I have a potential client
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  that I have known for now at least two years.
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  I have made them two separate offers for our group program.
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  They did not go forward with either, instead prioritizing
• 16:35
  investing in other training that they had been eyeing up.
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  The training is great, it provided them more knowledge,
• 16:44
  but it still left a gap with the fact they are not selling that
• 16:49
  knowledge and not commercializing their skill set,
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  which is what we help people specifically solve.
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  I stayed visible, we're connected on social media, I'm
• 17:01
  celebrating and engaging on their life and what they're
• 17:05
  doing, and I stayed top of mind as my business has evolved and
• 17:12
  as we've shared content. They are in the background and I
• 17:17
  gave them permission to anytime step back into a conversation if
• 17:21
  they need support solving the gap I know still existed six
• 17:28
  weeks ago. I got an e-mail on the weekend.
• 17:31
  Christine, I've been really watching who you're playing
• 17:34
  with. I had a great experience in this
• 17:36
  course and I have a truth to share.
• 17:42
  While I have learned more knowledge, I'm still not
• 17:44
  commercializing on my training and so I want to step in to
• 17:50
  another conversation about your programs and services.
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  Where do we start that conversation?
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  Because now while I am further along my timeline, I'm also
• 18:00
  unfortunately more cash strapped than I was last time.
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  We had the conversation and I have a reason now to engage and
• 18:09
  I've made them a proposal and a recommendation on how they could
• 18:13
  start. This came possible because I
• 18:17
  stayed visible. I was engaging, posting curated
• 18:20
  content that still targeted their need, and I gave them away
• 18:25
  to easily step back in and reignite a new conversation
• 18:31
  based on our current circumstances.
• 18:34
  So the reason you've been told the devil and the winning comes
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  in the follow up is because it's true.
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  And I don't want you to wander in the wilderness anymore
• 18:45
  because ineffective follow up is what you probably do and see all
• 18:51
  over the place. Hey, I'm just following up.
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  Hey, I'm wondering why you haven't responded.
• 18:56
  Hey, did this get lost in your inbox?
• 18:58
  All of those things I don't advocate for.
• 19:02
  I advocate for these five. Book the call in the meeting so
• 19:07
  you always have a next step. Send a recap in showing goals,
• 19:13
  challenges that you listened and understood and you have an
• 19:16
  opinion about what steps to take and show them how to share a
• 19:20
  resource that is specific to where they're at.
• 19:24
  Shows your trust and credibility.
• 19:26
  Create urgency by understanding what it costs them, not what it
• 19:31
  costs you. And 5th stay visible.
• 19:36
  These are 5 simple steps that you can repeat in any sequence
• 19:41
  over and over again. And I will tell you, do not give
• 19:45
  up until somebody has said, yes, I've solved the problem to my
• 19:49
  satisfaction. It is heartbreaking when
• 19:53
  someone, you know, you could serve by somebody else because
• 19:56
  somebody else followed up. And I see it and on occasion
• 20:00
  even experience it in our own business.
• 20:02
  And it always reminds me that's another lesson that we cannot
• 20:07
  lose sight of the follow up. And what makes our follow up
• 20:10
  better, more effective and more efficient is we're disciplined
• 20:15
  about using a CRM. We're disciplined about tracking
• 20:20
  what's going on because. Truthfully, once you reach a
• 20:25
  certain level, you no longer really need more leads.
• 20:29
  You need to work the leads you have better and that's what we
• 20:33
  do and that's what we help people do.
• 20:35
  I hope this has been super effective.
• 20:37
  Save this episode, come back to this episode and anytime you
• 20:41
  feel lost and wondering how do I do that?
• 20:44
  Remember this. One of the best piece of advice
• 20:47
  is I was given by a salesman to remind many years ago was a
• 20:51
  belief that people can solve their problem or keep the
• 20:53
  problem and until they've solved it to their satisfaction,
• 20:56
  they're always a potential client for you to serve.
• 21:00
  Don't lose hope, stay the course.
• 21:02
  That's where you'll make big impact and solve somebody's
• 21:07
  problem. Be back here next week.
• 21:10
  We'll see you on Amplify Your marketing message next week.