sales funnels: nurturing leads and customers
TRANSCRIPT
Nurturing Leads and Customers
Turning your sales funnel into an hourglass
Presenters
Katie Griffin, KG Visions
Marilyn Benninger, CGASoftrak Systems
Nurturing Leads and Customers
Session Agenda
Part 1• The W’s and How To’s that always apply• Nurturing Prospects through your sales funnel
Part 2• Turning your funnel into an hour glass• Nurturing customers
Nurturing Leads and Customers
Summary & Visa Gift Card Draw
Nurturing Leads and Customers
About Us
Nurturing Leads and Customers
About You
Funnel & Hourglass Fundamentals Why
• Engage• TOM: Top of Mind• Magnify
How• Tools• Analytics• Closed sales
Who• Sales Responsibility• Don’t assume;
analyze• Identify market
When• Now• Multiple experiences• New & established
sales
What• Action Items• Give & Get• Selling without Selling
Where •Points of contact•Be findable•Make sure it works
Nurturing Leads and Customers
• Smaller is better• Understand your sales cycle• Some stages are longer• Action items• Nurture all the way• GPS of your sales process
Understanding Your Funnel
SuspectProspectFollow UpAnalysisSolutionSale
Nurturing Leads and Customers
Turning Suspects into Prospects
Nurturing Leads and Customers
Why • Conversion• Introduction• Create interest
How• Sophisticated
telemarketing• Be different• Plow through
What• First Impression• No gimmicks • Conversation
Who• Target Market
• Qualified Leads
• Personal
Where • Identified prospects• New Opportunities• Empower
Example
Nurturing Leads and Customers
Getting to Know Your Prospect
Nurturing Leads and Customers
Why • Find Facts• Identify• Create Trust
How• Tools• Gentle• Start Conversation
What• Key Questions• Professional • Pleasant
Who• Who’s who
• Direct
• Characters
Where • Laid Foundation• “Second Date”• Nurturing
Nurturing Leads and Customers
Example
Follow Up – Your Virtual Investment
Nurturing Leads and Customers
Why • T.O.M• Unforgettable• Consistent
How• Analytics• In Touch• Personality
What• Events• Newsletters• Telemarketing
Who• Team Players
• Outsourced Support
• Network
Where • Trust Building• Ask Questions• Business
Philosophy
Analysis – Thoroughly Investigate
Nurturing Leads and Customers
Why • No Surprises• Reinforce• Forward Motion
How• Explore• Tough Questions• Listen
What• Give & Get• Q & A’s• Promoting vs. Promising
Who• Outside Experts
• Staff
• Decision Maker
Where • Details• Expectations• Deliver
“An organization's ability to learn, and translate that learning into action rapidly, is the ultimate competitive advantage.”~ Jack Welch
Nurturing Leads and Customers
Solution – Your Time to Shine
Nurturing Leads and Customers
Why • Solution• Prepared• Adjustable
How• Format• Mirroring• Answers
What• Deliverables• Wish List• Options
Who• Reviewer
• Third Parties
• You
Where • Transparent• Nurture Transition• New position
Sale – A Model
Nurturing Leads and Customers
200 Suspects
50 Prospects
50 Follow Ups
13 Analyse
13 Solution
5 Sale
100%
25%
25%
6.5%
6.5%
2.5%
End of Part 1
• The W’s and How To’s that always apply• Nurturing Prospects through your sales funnel
Part 2• Turning your funnel into an hour glass• Nurturing customers
• Personal is better• Understand the usage cycle• Some stages are longer• Action items• Nurture all the way• Lifetime value of a customer
Building the Hourglass
WelcomeEducateSupportRetainReferralsRepeat
Nurturing Leads and Customers
LVC = (Average Value of a Sale) X (Number of Repeat Transactions) X (Average Retention Time in Months or Years)
Example: gym membership
$20 X 12 months X 3 years = $720 ($240 per year)
Lifetime Value of a Customer
Nurturing Leads and Customers
Welcome
Nurturing Leads and Customers
Why • Nurture customer
loyalty• Reassures decision• Shorten time to usage• Establish trust
Who• Organization culture• Assign responsibility
When• ASAP after sale
Where •Surprise and delight
How•Email•Link to video•Phone•Snail mail!
“Don’t think what’s the cheapest way to do it or what’s the fastest way to do it…think what’s the most amazing way to do it.”~ Sir Richard Branson
Nurturing Leads and Customers
Example
Nurturing Leads and Customers
Educate
Nurturing Leads and Customers
Why • Future referrals• Reduce low value service
time• Learn from customer
experience• Inspire loyalty
Who• Front line staff• Sales team
When• As per usage cycle
Where •Website•Google AdWords, Remarketing•Email•On hold message
How•FAQ’s•Online knowledge base•Blog•Newsletter
Support
Nurturing Leads and Customers
Why • Lock in loyalty • Reinforces purchase
decision• Obtain customer
feedback
Who• Help team • Share roles• Share results
When• Tiered support options
Where •Website •Third party training •Face-to-face seminar •Remote access•Onsite
How•Self-serve knowledge base •YouTube videos •Customer forums
Retain
Nurturing Leads and Customers
Why • Maximize LVC• Create community • Drive engagement
Who• Account management• Share results
When• Reasonable time, as
per usage cycle• Frequency• Consistency
Where •Web feedback forms•In product•After event surveys
How•Customer care program•Loyalty programs•Third party surveys•Lost customer campaign
Referrals
Nurturing Leads and Customers
Why • Smooth transition• Fills the top of the
funnel
Who• Organization culture
When• Set expectation early
Where •Web•Sales materials•Email signature•Blog •LinkedIn
How•Testimonial book•Net Promoter Score
Net Promoter Score
Nurturing Leads and Customers
One Question:How likely are you to recommend this
company (product/service) to a friend or colleague?
40 = 60% - 20%
Summary
• Differentiator• Implement a measurable system
• Customers sell themselves• Customers = repeat buyers• Customers = referral network
Nurturing Leads and Customers
Questions?
Nurturing Leads and Customers
Lucky Draw Winner!
Nurturing Leads and Customers
Thank you!
Nurturing Leads and Customers