When it comes to Advanced Prospecting, I caution you. If you decide to automate processes, you can’t decide to just set it and forget it. Automation is a part-time to full-time endeavor, depending on how vast you decide to take it. Some automate a few basic messages and strategies, which will require minimal updates. But some automation strategies may turn into more.
Here is an Illustration of an Advanced Prospecting Funnel
Before you begin, ask yourself, “What is your goal? What are you trying to accomplish with your new prospect? What are you trying to accomplish with your website traffic?” In this example, the Goal is to move a New Lead to an Appointment or Sale. Here is a big mistake I see with smart companies and smart business owners, they tend to hide behind their advanced prospecting strategies. They build beautiful funnels and wonderful opt-in strategies, but they are afraid to ask for the sale. I am working with a few clients who have many automations built inside their overall marketing strategy. What happens over time, is clients get lost while taking the adventure down this Marketing Yellow Brick Road. What if you told your prospect to click their heels three times and they would move from prospect to sale?
Are Automation Funnels getting in the way of sales? Are they causing unnecessary delays?
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The Goal Being New Lead / Prospect To Appointment or Sale
Did you ask for the sale or appointment right away? If not, why? Do not hide behind your fancy give-a-ways and automations? If your goal is to impress your client, sure, send them everything. Doing so will certainly overwhelm them. I am working with a client that was getting 15-20 leads a day. They were hiding behind all the give-a-ways and they were so proud of their list size, but the sales were dropping.
After looking at the process we concluded that we should try a new approach to screening leads. The first step was to assume the appointment upon the initial contact. That alone moved the needle dramatically. They went from booking 3 appointments from 20 leads per day, to 14 appointments from 20 leads per day. Simply because they asked for the appointment up front. Once they had the prospect in the office, they were able to deliver a great outcome in the consultation and the sales went up. The Opt-In’s were still utilized as a way to “wow” their new customer. We designed it to drip feed at the right time and it proved to be successful. We didn’t have to recreate anything, we just had to rearrange everything.
The Journey Through The Parade Of Automation and Freebies
If your prospect funnel takes you one week to navigate, I can guarantee it takes your prospect four weeks to navigate. Opt-ins are great if you have an immediate follow-up strategy. Does it make sense to call the new prospect as soon as they opt-in? If not, design a marketing strategy that will lead the prospect to connect with you, “connect with us,” buttons if you will. Find ways to continually ask for the appointment, create pain-points and missing gaps that require the assistance from your staff or sales team. If your strategy is only growing a list of emails, and generating clicks to new downloads and freebies, then you are conditioning your prospects to only look for the free services. Prospects are likely to be confused by your mission and objective. The message will get watered down and the focus will become unclear. When prospects are confused, they freeze. The goal is to warm the lead not ice the lead.
Becoming The Expert In Your Industry
To become the expert, yes, you must deliver expert advice. But the true experts are the ones who can clearly define the problem and then address it with a clear and approachable solution. If the problem you solve requires a webinar to address it, then by all means, build the webinar. After the webinar, are you asking for the appointment or sale? Your webinar should clearly define the problem, then address the solution, it should then create an emotional pull on the viewer and inspire the sale. Once you get the appointment, then send the preparation materials. Send the bonus materials that will remind them of what emotion they felt on the webinar, this will keep them excited about the appointment. Once at the appointment, then close the sale and over deliver with the next best freebie or opt-in. Use those materials as leverage.
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