Deena Janes – Marketing specialist for the finance industry – Your Client Matters
I speak with many brokers on a daily basis and I always find it interesting when I ask them about their lead conversion. I thought I would share my observations and thoughts but first I wanted to share this..
48% of sales people never follow up with a prospect
25% of sales people make a second contact and stop
12% of sales people only make 3 contacts and stop
Only 10% of sales people make more than 3 contacts
2% of sales are made on the first contact
3% of sales are made on the second contact
5% of sales are made on the third contact
10% of sales are made on the fourth contact
80% of sales are made on the fifth to twelfth contact
Whether you purchase leads or generate leads yourself, there are common elements to the success of the lead (or not).
I hear from MOST brokers who purchase leads – “they’re not very good”. Then I eventually end up chatting with brokers who purchase the leads from the same lead source and they tell me “the leads are awesome”.
It’s the same when I ask about Facebook leads, competition leads, leads from events, internet… WHEREVER.
What is it that makes the difference?
After over 20 years of being a professional sales person, a trainer and manager of sales teams, I will tell you exactly what makes the difference…
It’s the approach you take.
Make a customer, not a sale!
When I ask (even the most experienced broker) “Tell me what you said when you followed up the lead”, over 80% of brokers go straight into ‘sales mode’ and ask them to book an appointment. Hey! They don’t even know you yet and you’re trying to meet up with them to talk about a loan???
I am sure you have all heard it before, but you have to build a reputation first with a new prospect – and you have to do that fast. And believe it or not, that can be done in a few seconds, a few minutes and of course over a period of time. DEPENDING on what comes out of your mouth.
What is their ‘why’?
Now I am not saying that all leads are good either. I get that there are tyre kickers. However, I am a firm believer that if someone bothered to connect with you or leave their details – they did so for a reason. When you find out what that reason is – then you will be on your way to building a new friend of your business, and at some stage that friend will become a client.
– Some will be business for today (next few weeks)
– Some will be business for tomorrow (next few months)
– And MOST will be business for the future (6-12 months).
“People leave businesses.
They don’t leave relationships”
You have more than likely also heard that people buy from people who they KNOW, LIKE and TRUST.
So when you are purchasing leads from a lead generation company, paying for leads through Facebook or Google ads or gaining leads from your other marketing activities, the KNOW is the hardest of all – they DON’T know you.
The LIKE and TRUST should be easy. Provided you do it correctly.
For the past few years, and for most of last year, most finance businesses (except for the Perth market) were not struggling for leads. However for most of this year I am noticing that lead generation is becoming more topical again while the finance industry and property market continue the uncertainty, speculation, disparity across the country and just plain confusion of your clients.
So I “hear” not only gaining a new lead is becoming a little harder, but converting them somewhat more so.
If you think converting leads is hard, OR NOT, you will be correct!
So, what are the basic steps in building a quick rapport with a new unknown lead?
If you have a day or more you can google and find thousands of experts suggesting what to do. Most are pretty good and very common:
– Matching and mirroring
– Body posture and gestures
– Rhythm of breath
– Energy levels
– Tone and pace
– Finding common ground
– Being empathetic
– Opening the conversation with a warm up
– Listening and being approachable
– Maintaining a positive attitude
– And the list goes on.
All great tips by the way. Use them.
At the end of the day one of the best strategies I have been taught and recommend you to also use is the strategy of ‘pattern break’. Do what they DON”T expect.
Everyone expects you to try to sell them something when they have left their details to be contacted. We all know that’s the rule. So DON’T!
Why not just start a conversation that actually shows interest in them and aim to understand and relate to them. Let them do the talking – allow yourself to lean out.
When you lean out – they lean in. It’s a natural and instinctual behaviour pattern.
Some examples could be…
Following up a lead from a lead generation company…
It’s Deena here from xxx lending.
You left your details on xxx suggesting you could be interested in obtaining a great finance deal.
I’m just checking in with you today to see if I can make your life easier so you don’t have to spend so much time on the internet looking for great finance deals then getting bombarded with phone calls the next day.
How are you going researching the online finance options? Had any success yet?”
Following up from an open home with your real estate agent referral partner…
It’s Deena here from xxx finance. We met on the weekend at the open house in Abcdef Street through [agent company].
I won’t keep you long as I’m guessing you’ve been hounded by agents all day following up to see if you want to buy their property. How many open homes did you look through on the weekend?
Low number – so are you just in the beginning stages of looking or you just didn’t find the right properties to look at?
High number – Gee, that means you may have been speaking to lots of real estate agents. Have you come across [agent]? I’ve been working with [him/her] for a while now and [he’s/she’s] actually really nice…
Anyway, the reason for my call isn’t actually about you buying property. I’m just calling to say thank you. And to check in with you to see if anyone is sending you reliable property and finance information that you can rely on without the pressure from a real estate agent?
I’ve got a property report for suburbs in the area and I just wanted to touch base to see if you’re interested in receiving a free gift from me about the property you were looking at or for your own home (my free publication on the latest finance and property news or something you can give away that doesn’t cost much).
Is that something you would find interesting [name]?”
Grab their address and email details and pop them on your CRM to receive your regular updates.
If the conversation leads to chatting about their home loan, then that’s fine. Otherwise send them a gift and follow up a few days after you know it would have arrived and ask them what they thought. Then offer them another freebie. Or tell them to visit your website calculators if they ever wanted to check out their finance options.
Send your mobile phone business card for them to save in their phone – for any finance emergency. Have fun with them and enjoy the future benefits…
Once you are on to your fifth contact then you are well on your way to building a client and business friend for life…
Picking up the phone and calling a stranger is one of the hardest things anyone in business has to do. After all – you didn’t sign on to be a telemarketer did you? But I’m guessing you did sign on to help people improve their financial position.
If you’ve ever had a consult with me, you will know that we usually have a laugh about something before I try to engage. Or even sell you something. Because I, like you, want to have a business friend to work with who knows, likes and trusts me. And more importantly, business should be FUN!