FIXING FOLLOW-UP

FAILURE

Strategies to convert your lead graveyard

into a gold mine

Presented by

Hi! I’m Rhett Hott withGhost Chili Promotions, an Infusionsoft Referral Partner.

Ghost Chili Promotions affiliates have:

•Over 20 years experience in the promotional product industry

•Over 150 years of combined marketing experience

•Work with small mom and pop companies as well as large corporations such as Napa and Samsung

Are your valuable leads

turning to dust?

Follow-up Evaluation

1. Is your lead tracking system disorganized (stacks of business cards, scribbled on notebooks, etc.)?

2. Does it take you longer than a day or two to get back to prospects and clients?

3. Have you ever forgotten to follow-up?

4. Have you ever gotten too busy to follow-up?

5. Have you ever let a hard earned lead slip through the cracks?

Follow-up Evaluation

6. Do you think people will call you back if they're really interested in working with you?

7. Are you afraid of coming across as pushy if you follow-up too many times?

8. Do you mark leads as "dead" before you have contacted them at least 7 times?

9. Do you send the same sales and marketing information to all of your new leads?

10. Do you spend a lot of time educating prospects instead of selling?

Score & Results

• Give yourself 1 point for every “yes” response

• If you scored more than 3 points, you need to:

Fix Your Follow-up Failure

Why don’t companies follow up?

1. They forget.

2. They focus on hot leads.

3. Unconverted leads fall through the cracks.

4. They think the people will call back.

5. They don’t want to be pushy.

6. They don’t realize the potential impact follow-up can have on their business.

Follow-up Failure is Expensive

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

How many times should I follow up?

• 2% of sales close on the 1st call

• 3% of sales close on the 2nd call

• 4% of sales close on the 3rd call

• 10% of sales close on the 4th call

• 81% of sales close after the 5th call

When do most companies stop?

• 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

Traditional sales and marketing process

Traditional sales and marketing process

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%

It’s time to stop letting your prospects and customers slip

through your fingers.

What is follow-up?

• Educating prospects

• Nurturing relationships

• Maintaining ongoing contact

• Building relationships

• Providing long-term value

• Staying top of mind

• Differentiating yourself from the competition

How should I follow up?

• Email

• Direct Mail (Flat)

• Direct Mail (Dimensional)

• Phone

• Voice Broadcast

• Fax

• SMS / Text

Example 1: Website (no follow-up)

Example 1: Website (with follow-up)

Ex 2: New Customer (no follow up)

Ex 2: New Customer (with follow-up)

Ex. 2: New Customer

1. Send a “thank you” email or letter.

2. Email a customer satisfaction survey.

3. Email valuable tips.

4. Present cross-sell and/or upsell offer.

5. Ask for a referral.

6. Make “thank you” call.

7. Offer subscription to communications.

8. Put them in a customer nurture sequence.

Case Study: All About Spelling

• Online retailer that sells educational materials to help parents teach spelling

• Owned by Greg and Marie Rippel

• Quit their jobs and started the business out of their home in Wisconsin

• Were prisoners to their business and suffered from “multi-systems” chaos

“We are very customer service oriented, so customer follow-up was

our top priority.

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

CASE STUDYCASE STUDY

Goal:Double Their Sales

Strategy: Fix Follow-Up Failure

CASE STUDYCASE STUDY

Initial Analysis

• Traffic: Solid SEO but they weren’t capitalizing enough on high-traffic pages

• Lead Capture: Decent thanks to a newsletter form on the website but they couldn’t differentiate between people in the database

• Conversion: 50% drop off between stages

• Customer Marketing: No upsells, no referral program

CASE STUDYCASE STUDY

The Plan

1. Get organized (segment customers and prospects in the database).

2. Change newsletter opt-in to free report offer on the website.

3. Integrate the shopping cart / e-commerce into a follow-up system.

4. Add upsells to follow-up process.

5. Create an automated referral program.

6. Automate process to save time and money.

CASE STUDYCASE STUDY

The Results

• Grew their opt-in list from 5,863 to 10,632 contacts, thanks to free report offer.

• Doubled the # of purchases from 599 to 1,232.

• Increased the average order size by 16%.

• Increased overall sales 149% in 3 months.

• Generated 49 sales from referral partners.

CASE STUDYCASE STUDY

Since everything is centrally located, I don't have to worry about anything

slipping through the cracks.

This has freed me up to work on product development. We win and our

customers win. I love it.”—Marie Rippel

CASE STUDYCASE STUDY

Fix YOUR Follow-up Failure

• Convert more leads into sales.

• Get repeat sales from customers.

• Grow your business without growing staff.

Fix YOUR Follow-up Failure

• Make a commitment.

• Create a follow-up program.

• Find a system to automate your follow-up.

For more information:

Contact your Ghost Chili Promotions Affiliate or contact us on our website at:

www.ghostchilipromotions.com

We’ll help you stand out!