You need a marketing system.
Most of my clients are smaller companies that don’t rely on an outside sales force and need people to reach out to them.
Also, most of my clients are super busy and have people who handle the day to day answering the phones, etc. Many of them have a scheduling system like HVAC professionals who have trucks to go out and service etc.
However, many of my clients are professionals who are not likely to be able to get the phone immediately if someone calls in. Here’s where things get rough.
Most times, the super-friendly folks at the front take their message and tell them they will call them back. They likely even get information from the prospect to pass on.
However, this creates a slight disconnect in that over 50% of prospective clients are in the middle of what is known as a “precipitating event”. This is exactly what you think it is. They are not calling for fun but have a situation that they want to resolve immediately because it is causing them pain (business or otherwise).
In these cases, you want to keep them engaged and in your “loop”. Here is where the “system” comes into play. Many of my attorney clients know they simply will not be able to get back to someone until the following day.
People having “precipitating events”, really want to tell their story to someone and hear that it is not the end of the world, whether you need help structuring a real estate deal or the IRS sent you a scary letter. Using a system, it allows people to be heard.
Here is just one example of how we’ve put this into play. Note: this is applicable for those who are willing to do a “free consultation or quote” – usually for a higher ticket item or service.
Prospect calls in, they are being sued by a client (This can as easily apply to customer wants a quote on custom cabinets for a business you will need to go on site to quote).
Phone person acknowledges the situation and need. They let them know there is no cost to a consultation and lets get you help IMMEDIATELY. (Using help and immediately is the wording here).
The script goes something like this, I’m going to send you a link to an easy online questionnaire where we can get some needed information and you can tell us what’s going on and what you would like to have happen (or what you need). “Please give me your name and email and phone number so we can get you this right now”.
Thanks, my name is x, and I’ll be looking for that. Once I have it, I will share it with x, who will read every word, get some thoughts together and call you, so you can talk and he can give you next steps (or set up a time to come out to get you a custom quote, etc.).
Once the prospect give you their information, an automated cycle starts.
An email goes out with the online survey
an autoresponder thanks them for filling it out when completed
An email from x goes out about an hour afterwards, thanking them for their information and letting them know they will be getting a call from you at xx number and to look for that on their caller id.
The survey is sent automatically to x email address and a task is created to call back asap with all the contact information. This has been super helpful for everyone from attorneys to custom home builders and those not always in the office. All the details are there including the contact information and you know what you are getting into before you make the call and schedule an appointment.
X makes the call and sets an appointment in the system.
The system sends a confirmation email the day before and the morning of.
This simple little system can help people feel included and also keep them from calling the next five people in their Google search.
If you would like a free strategy session on how to create a contact funnel, we would love to help. Call us at 813-200-8795 and we can set up a time to talk.
Remember, its free, no heavy sales pitching. If we can help you, you’ll remember us and maybe even let your peers know how smart we are!