Remember one fundamental of good business, people like to do business with people they know, like and trust.
In the previous post, we spoke about offering a prospect valuable information in exchange for their contact details.
The qualification starts the moment they get your info, and you get their details. You know you’ve made some sort of 'connection' and now you need to strengthen that connection and nurture that relationship, albeit a 'digital' relationship at this stage.
Qualify Your Prospects
Remember how we mentioned earlier about our ideal 'A' grade client? That is who we're targeting here.
And the B, C and D grade clients? Well, there's a good chance they may well become an 'A' grade client if this is done correctly, and they're of that ilk.
This is the 'Get It Right' or 'Lose Them' stage of new client qualification.
There are a few variables about how you 'walk' your prospect through but the common denominator to success is trust. We help our clients craft their info in a very specific way.
You need to build the relationship and have very clear steps on your process. The last thing prospects want to do is 'raise their hand' so that a salesperson can contact them straight off the bat. This system is a double-edged sword.
People know they can visit your site without the hassle of being contacted, but you want to talk to the real prospects. In order to overcome the reluctance of being sold to, you must continue to give them compelling reasons to contact you and leave you with as many contact details as possible.
One of the issues around getting people's contact details online is that the more detail you ask for the less people put their hands up.
Let’s say you initially only ask for their name and email. If your site is generating fairly qualified traffic you may have a 25% opt in rate. As soon as you ask for a phone number or any extra information, the opt-in rate will drop dramatically.
Now having the email and name is sometimes sufficient but obviously you’ll only ever to be able to market to them via email. By having a prospect's phone number and even their address is fantastic, you can market to them in a many more ways.
We need to make this a 'journey' for the client. It all starts with finding out their pain or problem as we discussed earlier. Then we need to find subsequent offers and points of relatedness.
We’ve devised systems for clients that make this a full sequence and at the end of the process they have all the client’s details.
OK, let’s go back to the question – "Out of 100 visitors how many am I now able to market to?"
Can you see that the number is now growing?
Action Item: How can you nurture the enquiries you get? What step by step nurture process can help them become even more predisposed to do business with you?