Avionics News May 2017 - 52
But the warms are also important to your success;
they're next month's (or next quarter's) customers.
You're wise to also work with the warms, according
to Dan S. Kennedy, a sales consultant and author of
The No B.S. Guide to Maximum Referrals & Customer
Retention. When you don't, they'll eventually go cold.
That's where multichannel follow-up comes in.
By using a campaign of ongoing phone and written
contacts, including emails and social media, you
create plenty of touches after the initial contact using
a variety of media. This is important because each
prospect may have a preference; while some value
direct calls, others may prefer emails with links to
case studies, webinars or videos. Relying on any one -
especially email - can limit your success.
Speaking of email, go beyond a newsletter for
interest in your services. To evaluate how you're doing
on initial contacts, consider the Conversion Quality
Score developed by Kevin Oakley of Do You Convert.
When it comes to follow-up, cold, lifeless, automated
"thanks for contacting us!" emails that check off a
to-do item get a one-point score. Those that reference
customer questions, airplane type, or other detail of
the inquiry, which make the contact more personalized,
get a two. All that, plus excitement for the interaction
and a belief that you can serve the customer's needs,
plus an ask for a call or in-person meeting, and you
get a three. The shop with high points wins. But more
importantly, three-pointer contact allows you to qualify
every lead and avoid cherry-picking only those ready
to buy now, at the expense of those who need a little
nurturing to stick around.
As you know, leads are either hot, warm or cold.
Certainly, you love to work the hot ones toward a buy.
Continued on following page
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