A major misconception among some business owners is that warm leads result in sales at a significantly higher rate than cold prospects. While it makes sense – you have already announced your interest in your product or service – the numbers show that unfortunately this is not entirely true.
Bear City Impact wrote that for warm leads, “average conversion rates are between 2% and 10% depending on the industry”. Your job is far from over just because someone has shown interest.
Scheduling those warm leads for an appointment as soon as you have them on the phone is your real chance to shine. Here are some do’s and don’s that can make the difference between a lost and a converted warm lead.
1. Don’t be right out of the gate
It’s worth noting that just because the lead has shown interest in your product or service doesn’t mean it’s an easier sale than a cold prospect. You still have to get into work. One of the worst options you can take here is to assume that the moment you start calling. The prospect will be able to sense the expectation in the assumption, which is intrusive and likely makes the prospect want that they have shown no interest at all.
Possible assumptions include a rush to complete the sale, especially if there have been no discussions about the price. Brian Kavicky writes of Lushin: “Postpone conversations about money, budgets and prices earlier in the conversation so that the prospect is forced to talk about them. The best time to talk is shortly after we’ve found their compelling reasons to use us or buy from us, and before we tell them if and how we can help. You need to qualify that the prospect is willing and able to spend money on you before you tell them how. “
Unless you specifically state your price on your landing pages or in your ads, and you are 110% sure that the lead must have seen the price before talking to you on the phone, it’s best to treat those calls as you would would expect from a cold prospect who has no idea how you got the price.
2. Ask emotional questions
We know that most buying decisions are based on emotions rather than logic. Few salespeople include emotional questions in their sales calls. This is a mistake. Edric Zheng, the founder of MedicalPatientReferrals, who helps physical therapists scale their practices, shared that it wasn’t hard to get a warm head start. But conversion is a very different beast. He teaches his physiotherapist to ask questions emotional questions, such as, “How is your pain affecting your life?” before booking the appointment.
“You have to understand her pain to make sure it fits well,” Zheng said. He also coaches his staff to repeat everything the patient says so that they feel heard and validated. For example, if a patient says something like, “My lower back pain has become so severe that I can no longer work in the garden, which is my favorite pastime,” the patient’s liaison replied, “I understand that this pain is occurring Tribute to what you love to do best. “Zheng continued,” This emphasis on pain makes the problem more aware, which increases the urgency to correct what was happening. ”
Do the same in your conversations by asking questions like, “How is this problem affecting you?” The more the prospect you get to talk about your problem, the more emotionally you will feel compelled to fix it.
3. Follow up – with details
Many will not book an appointment on that first call, which is why follow-up is so important. Find a way to keep standing in front of them. Laura Licursi urged Elite Virtual Assistants to “place a personal call followed by a personal email within 24 hours of your interaction (Only 24% of automated sales emails are opened). Make sure you are detailed on these phone calls and relate to the pain or problem they mentioned. It could look like this: “Hello, just call back to see if you’d like to schedule the first appointment so we can help you generate some warm leads into your sales funnel.” Remind them of their emotional response with the problem and solution discussed over the phone.
Licursi also suggested connecting to the prospect via LinkedIn and providing their email address so that you can send out a weekly or monthly newsletter with the latest events or new developments in your company. However, you can stand in front of them – do it. The “rule of sevens” (the idea that prospects have to see something seven times to take action) is an old saying, but there is some truth to it. Whatever it takes to turn the “warm lead” into “hot” and a sale – your attention to detail, your follow-up, and your emotional response will do the trick.