Empower Your Business with Automated Lead Conversion in Canada

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Hello everyone. Thank you for joining me today to this session. Today we're going to talk about how to convert your dead leads into clients. It is a huge problem in business. Imagine this scenario. You have in your business you have leads coming in and those leads will come from your different marketing efforts. It can be a cold call, a referral. it can be anything basically. But once of those leads are coming in, some of them will result in deals some of them will result in nothing. now, the ones that result in deals, those become contact and those contacts are part of your business and it's all good we're not going to talk about them. From the other side in average, sixty-five percent will result in no deals, which means there was a person coming to you with intention, but you were not able to convert him into a deal. Something is going on. it doesn't really make sense. in a beautiful world hundred percent of the people will be in this bucket so hundred percent will result in a deal, because you have a person with intention of buying from you. but you were not able to convert him. so something is going on okay? we'll talk about it soon, but for now we need to decide what to do with those people that's not ready to buy it. okay? now in my business personally, around 25 percent of my business in my different companies and most of my clients are coming from those dead. so 25 percent of my revenue is related dead lives people that I basically lost and I was able to recover them if he huge amount. 25% is a game changer for most companies. Joe likes to buy an iPhone. He calls the store and he's buying it so it's all good from the other side Joe likes to buy an iPhone he calls the sales guy and he is losing the deal. there can be a few reasons. there can be a price problem. that phone is just too expensive. there can be a quality issue. there can be a connection between me and Joe. There was no connection between us and we are not able to create trust and create a deal. there is not enough energy something is going on or there is a family situation I fought with my wife or if what with his wife or husband something is going on but there is no connection and eventually there is no linkage there is no deal now if you can see from all those reasons most of those reason can be corrected in the future if there is no energy right now or family problem or connection all those can be fixed in the future because in the future probably I will not have the problems that they have right now so those can be fixed quality and price are things that we can change but it please more thinking okay so right now we're going to talk only about the bucket of the family energy and connection which usually 50 percent of the time okay? now in order to stay in contact with your dead lead, you have few options really. so one option will be the social. social is great but you don't have the social link most of the times it's very difficult to ask from a lid that is just inquiring about your business what is your Facebook or Instagram they usually won't give it to you because it's more personal. you can create a local event and send them send them emails about them and the problem with local events just expensive and they're time-consuming so there is some problem with locally them. I love local event it's just it's expensive. emails there are many problems about email as you already know but you can work with emails, right? but there is spam here we have different problems with emails but we'll talk about that later. you can use text messages they're a bit more expensive they require a little bit more infrastructure but eventually text messages can work. you can use phone calls and with phone calls they are much more expensive because they require someone on the phone and if you have an employee or yourself over the phone that's the most expensive of them all. and you have also webinars the same one that I'm doing right now to you you can use webinar to give more connection with your audience same like local event they require preparation time it's more expensive and also after that most people come with questions so you need to answer them and give them value those are the more expensive one. the most cost effective solution that I found is using mailing lists but in a smart way and it took me a few years to refine the process and to come up with something that actually works... with emails already talked about it your spam compliance bounce rate low click rate and so on and so on bottom line if you don't create the proper mailinglist you won't have good business from it so that's a problem. here is an example of a very very bad email that I got a few days ago from me Walmart. first of all I never asked Walmart to send me anything but they did send me now they send me about the president Day that is happening in the United States while I'm a Canadian citizen so it's not related to me I don't know what they want from me so I will click probably unsubscribe or report spam because I don't know what they want from me that's absolutely an untargeted marketing and it's a bad experience for me as a user. from the other side I got an email from Tony Robbins I did my business coaching with Tony Robbins and from time to time I'm getting an email giving me more value more education that's absolutely a great email we targeted it exactly for my needs and I loved it from time to time I will get emails or videos it's perfect I'm actually looking forward to get those emails because it's actually helping me evolve more. perfect now what are you dealing with clients and you send them emails you want to give them as much value as possible you want to give them everything you can and that's the key okay? so value mean that you will give your clients something that they are actually waiting for. think about it think about yourself as a consumer you're not a business owner now you're a consumer what would you like to get from your business? so you really need to answer that question before you continue this session. because if you don't really know what your clients want to get from you how can you design anything for them? it's absolutely impossible. so you need to know what you're going to give your client. Reminders can be used. for example I have an appliance repair company and we'll send the clients reminders to clean their stove, to clean the fan, from that so there are some things that we can send them as reminders every six or eight months just clean something so your appliance will last more. in other fields you can use reminders for different things, it all depends on your business. you can send them something about education something that they can learn more about your business. now, it doesn't mean that they're learning about your specific business they're learning something related to your business. I can give you an example. I have for example a client and she's a tutor she is helping a kids learn math. so, she will send them from time to time emails with more education she will send them emails with links to some educational websites. so that's more education it can be applied basically to any kind of business okay in my business I will send my clients emails or now to interact with clients out not to lose deals and so on and so on things that will help them education is the key for every business you just need to know what to send your clients. emotional stories something that will shake your dead leads. something that will awaken okay? stories are great and if it's an emotional story it's even better funny things... funny it's also shaking the emotion is great funny thing and of course how to how to assemble a chair how to clean your garden how to talk to a lead, how to have a phone call, all those things are amazing it's educational and it's great usually it a short video and it's just perfect. for the ones that don't know how to send an email with a video, you basically add a picture in your email with a click that opens YouTube. so it's just an image that link to the YouTube, that's it. because there is not really a way to send a video over email. it doesn't exists. okay? now we're going to use something that called swipe. swipe is a marketing term and the swipe is a collection of tested and proven advertising emails. which means this email that I'm creating in advance they're in the system as template and they will be triggered over time using a schedule to be sent to my dead leads. okay? I will give you more examples very soon. let's say that I have a swipe and I call it swipe round number one. so a round number one will look like that. I have a dead lead okay? my interaction with him was today and today he told me that he is not going to buy the services from me. so I went to my CRM and I marked the lead status as dead. he is not coming back to me. 60 days from today the system automatically will send this specific dead lead, an email that will provide him massive value. okay? everything in business supposed to start with a result. you're not doing in business anything without a result in mind. you're not going to a meeting and the result is a meeting. you're going to a meeting with the result of closing a deal, resolving a problem, you have a result in mind. if you're not thinking like that already, you need to start thinking with result approach. with no results you're just losing your time. so email number one will result a massive value to my dead lead, and it will be sent sixty days from the moment that we last interacted. The reason I give it 60 days and not after a week because I don't know how the last interaction was. maybe he was unhappy, maybe you know... people have marks, so you don't really know. sometimes the dead lead will so you know what I love your product but it's not really the time but what he really wants to say is that you're a shitty person I don't want to work with you ever again okay? but he's not saying it so you think that he likes me but he really don't like you. okay? so the first email you wait 60 days to cool things down okay? And after 60 days he is getting his first email and the email will have massive amount of value. Even if he don't like you anymore and he's getting lots of value from your email he will not delete your email he will probably keep using it and he will see how things go. but whatever you thought about you, he will think a little bit better now, because you gave him value and it's very important to say if you are not going to offer anything. you're not offering to sell anything or a product or promotion zero. just provide value that's it that's the intention and that the result. email number two you're providing a massive amount of value and that will you will get this email eighty five days after your last interaction which means twenty-five days after the first email so it's almost a month the third email will come after 120 days again you can change the numbers right this is what I'm using this is what I found the most effective for me. after 120 days I will send this specific email and the third email will also provide massive value. so by now the dead lead got three emails and those emails provide tones of value so your brand is connected to value value value and that's perfect. now the fourth one that's already after 150 days that's a lot it's a long time. and after 150 days he is getting his first offer. and you offering him an unbeatable offer. something amazing that he cannot refuse it can be a bundle, a package, 50% off it can be great value it can be something that we can not refuse don't send just any kind of catalog. no one cares about it you need to know you're dead lead and what they want and give them and give them an amazing offer, okay? it's very important because now you create trust after you create trust you really want to approach them with something amazing After round number one you will go to round number two round number two will provide again value value value offer, okay? email number five will provide value. email number six will provide value. email number seven will provide value. and email number eight will provide an unbeatable offer. that's it if you've got what I just told you you will be able and you will actually take action on that which most people they just nude yes yes yes yes yes but not doing anything with it. so if you are not one of those that are just talkers and you actually taking action in six months you will give me a call and you will tell me how much this presentation changed your business which probably you will have the same numbers like I have and most of my clients. There is another problem that we need to discuss right I am going to give you everything you know as is. I'm not going to make things more beautiful than what they are, because they are problems also with this approach. so let's say that I have my CRM so my CRM it can be Salesforce, it can be Zoho, it can be anything else. once I have the leads in Zoho or Salesforce and then I'm marking those leads as dead the leads are gone from my system. okay? it just buried somewhere and now I need to copy manually, delete details and push them into MailChimp or Constant Contact one of those mailing software's because there's two different separate identities now once I need to do it manually and copy from one place and push it to another place one software to another software it's something that I need to do manually and that defeats the purpose because business owners and employees are just overwhelmed with too many things during the day. there is a huge problem with it so what you really need to have is one system that is hosting all your leads and once the lead is being changed in the status to a dead lead, then the swipes supposed to take place. I hope it make sense because it's a big point so as I said before leads coming into the CRM the lead resulted with a deal it's all good we're not going to talk about those. if the lead is not converted then automatically this swipe would take place. in case that the dead lead is changing now and he bought something from me because of my swipe effort. he will stop getting those wipes. now it doesn't mean that I'm not going to send him anymore email. it could be just different kind of emails usually to your contacts you want to send something else. because now you have trust, you know them better and you know also they're needs, and then you're going to create different swipe. I will have one swipe for example for my businesses that are service based or one swipe for people from the real-estate industry that there are different beasts than the other ones. so each group of my contacts will get different type of emails because it's absolutely different value. okay? this is how the automation looks like. so this is an example of a very fast swipe so the first email will be sent in 15 minutes after the first interaction the other one would be sent 30 minutes after the interaction and the third one will be one day after the interaction now in that case it's not for a dead lead. this is actually for someone that just signed up. now there are different usages for swipe. but I can change the 15 minutes to 60 days and I can change the 30 days to 1000 days it doesn't matter, it's up to you. You know you can change it with a click of a button. Zoho provides all this automation I'm pretty sure there are other softwares that also providing a CRM and an automated campaign management in the same place. I'm not going to sell you Zoho cause I'm not a Zoho licensed or anything like that I'm just using Zoho for my own needs. but that's exactly how it looks like okay you can have the automation so you create the automation based on time when they are going to get the email and you just need to select the email template okay so you create the email template and you assign it to the schedule that's it nothing more than that and then every person will get the email. so for me for example first of all you can see. I named my dead leads, active leads because the terminology does make a difference. the dead leads are people that I actually talked to. it's real people with real needs. now once my dead leads are dead which means they are qualifies for business so it's still in process or you see if the lead status is qualified for business or lead status is real but I lost the lead or the lead status is not now contact in the future if those are the cases and this is the status of the lead then they will get the leads swipe the one that I just explain to you. okay so they will continue to see me and get more value for me. now there are different different types of swipe you have swipes that based on a sign up like the one I just showed you when someone is signing up or is it yeah so in that case when someone signs up for an immune system workshop. he is getting explanation about the grocery list that is going to get what to buy in order to boost his immune system you will get the products and where to buy them and you will also get an explanation on how to use them so he is getting everything in the next 24 hours okay? so that's an example of the swipe that it is sign up related you can send the swipe based on a birthday. so when the person's birthday is coming up you will get a swipe of an email telling them telling him every birthday or instead of getting an email with the picture with the balloons which everybody send send in the video record yourself in the video tell the person happy birthday have great you know have a beautiful day and that's it so have something more personal right you can you can make a small change and add some spice into your marketing you can have small test group so I can send swipes specifically for local people in my geographic area I can send a swipe to a group that likes workshops in you know the immune system environment. I can send swipes related to holiday every time that you have a big holiday coming in the system will automatically send them a nice email and of course you can do it based on triggers if someone goes to your website and clicking on sign up or is clicking on a product or whatever he is doing you can result in going into a mailing list and you start to delivering something that is matching what you want for example if someone clicks on the category of cellphones you will give the even sending swipes related only cell phones. if someone is going to a category of carpets you will send them something related maybe on renovation and so on and so on so triggers is also a big thing. now I'm not a designer and most of you are no designers and you don't have the money to go and buy design services from a designer. so you can use templates basically you just select the template and change it so this is an example of a template. I just selected the template and I'm just changing the words I'm changing the pictures I click on the picture and ask me to upload the picture from my computer and I just do that it. now when you send an email you will have statistics you will know how many people got your email how many opened unopened how many click so clicked means that if you have some kind of a link inside your email you will know how many people actually clicked the link and God forbid these people unsubscribe. now the more people unsubscribe from your mailing list this is a huge alert for you to start making changes. okay? now once your CRM is integrated fully with your campaign this is great. so now let's say I have Mario and Mario got yesterday the iPhone campaign because I see the recent campaign in my CRM and once Mario got my iPhone campaign and he called me, I know that he is going to talk to me about iPhone.I know exactly what to talk to him instead of trying to guess if he is calling me about the subwoofer or about a new car. I know exactly why it's going This is really the process I'm using Zoho but you can use anything else so it's coming in into your mailing list and eventually you have lists of subscribers that the those subscribers are predefined based on their status and they're getting your email series that's it really. The thing those are the statistics that you can see what happened with the campaign you see how many subscribers you send to, you see you know how many schedules you basically you see everything in one in your dashboard so you see everything and and you actually have control that's it really there is nothing more to expand about this topic if you have dead leads you cannot ignore them it's real people that connected with your business that had some kind of intention of doing business with you eventually the business didn't happen you didn't win the as clients but they still out there looking to make business with someone and you know what sometimes they will also have business with different company but because you will send them great value they will see they made a mistake and they might switch back to you because the other provider would not give them the kind of service that you're giving them take care think results based. Have Fun.