maximizing leads
TRANSCRIPT
MAXIMIZING LEADSALLUVIO
ALLUVIO
KEY STAFF
CLINT BROWN, CEO
HALEY KIESER, PROCESS ENGINEER
Alluvio’s team is full of recovering perfectionists who are obsessed with the flow of things.
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Alluvio uses a systematic approach to make an organization’s workflow more effective, more efficient, and more capable of adapting to an ever-changing environment. We work with unique businesses experiencing uncommon growth challenges to achieve strategic growth.
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SEGMENTLIST
CREATEOFFERS
DELIVER&
WOWREFERRALS
FOUR STEPS TO MAXIMIZING LEADS
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WHY IS MAXIMIZING LEADS IMPORTANT?
‣ Improve overall health of business ‣ Serve your customers and potential customers better
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THE VALUE OF FOLLOWUP
‣ Followup is a challenge to most small businesses ‣ Personal connection
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AUTOMATED FOLLOWUP
‣ Save time ‣ Still personal ‣ Convert leads to customers ‣ Increase revenue ‣ Improve Success
1. LIST SEGMENTATION
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HOW TO SEGMENT YOUR LIST
‣ Demographics ‣ Age, Gender, Location
‣ Psychographics ‣ How they think, how they spend
‣ Engagement ‣ When, where, and how they engage with brand
‣ Purchase Behavior ‣ What are they buying
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CREATE AN AVATAR
‣ Use worksheet to define characteristics ‣ Fictional character
‣ Represents who you are creating product or services for
2. CREATE AN OFFER
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IDENTIFY GAPS IN OFFERS
‣ Offers should span the spectrum of your segmented lists
‣ Hesitant buyers ‣ Build upon smaller purchases ‣ Develop trust
‣ People who never buy, but refer ‣ Create a referral program for them
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BRAINSTORM NEW OFFERS
‣ Gaining new customers vs. re-engaging your current list ‣ Develop new offers and offer strategies for current lists
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FILL THE GAPS
‣ Time sensitive sales ‣ Free trials/samples ‣ Service level adjustment ‣ Self-service option ‣ Group options ‣ Different versions ‣ Product parings
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THE RIGHT OFFER AT THE RIGHT TIME
‣ Offers with LOW risk -> offered early in relationship ‣ Offers with HIGH risk -> offered later in relationship
‣ Work on relationship building and educating ‣ Offers made occasional rather than every communication
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CROSS SELL
‣ What is it? ‣ Example: amazon.com ‣ Doesn’t always work for all businesses.
‣ Example of inappropriate cross sell: Fitness trainer
3. DELIVER AND WOW
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IMPROVE CUSTOMER EXPERIENCE
‣ Towards vs. Away buying ‣ Time delivered
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PROVIDE ADDITIONAL VALUE
‣ Additional service at no charge ‣ Add a personal note ‣ Sending flowers ‣ Quickly respond to complaints ‣ Continue to provide valuable content ‣ Answer questions in online forums ‣ Welcoming them ‣ Saying thank you
4. GET REFERRALS
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ASK FOR REFERRALS
‣ Be intentional about asking ‣ You won’t get the referral unless you’ve earned them
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SET EXPECTATIONS
‣ Let them know how important referrals are to you ‣ Be clear that you intend to EARN their referral ‣ No surprises when you followup ‣ Request referrals in the future
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PROVIDE REFER-A-FRIEND PROGRAM
‣ Ask to share socially ‣ Provide contact info of someone who could also benefit
‣ Referral cards or forms are best way to collect ‣ Customer dollar off gift cards
‣ Give incentive to both the referrer and referred for participating
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PROMOTE YOUR PROGRAM
‣ Examples: ‣ At the bottom of your emails ‣ Include call to action in transactional emails ‣ Add to your welcome email campaign ‣ Pop-up display on website ‣ Signs and forms at receptionist desk ‣ Email campaign when a happy customer is identified
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SAY THANK YOU!
‣ Easily forgotten ‣ Re-iterate that you appreciate the referral
‣ Examples: ‣ Handwritten card ‣ Calling ‣ Buying lunch ‣ Small gift
QUESTIONS?
