The Big Weakness with Automation No One’s Talking About
My Last 3 Consulting Projects have all been about this…
I have seen a pattern in my sales consultancy that no one is talking about and I want to share it with you…
If you already know about it but aren’t concerned about it you should be.
But firstly, I want you to cast your mind back 30 years.
And I want you to think of buying something like a home, some landscaping, a trampoline, a pool this could apply to any purchase really even a service..
Let’s just say its a pool
Ok so what do you do?
You get in the car. You drive to the where the displays are.
You park and walk inside and speak to one of the sales people in the place and all going well, you buy the thing.
Pretty simple huh?
Now fast forward to today…
You want to buy something so what do you do?
Well, they say that over 80% of purchases are now researched online.
So what does that look like?
Well the typical scenario I describe is this…
You are about 4 glasses of red wine in and you have filled out the 4th or 5th webform of some website that sells pools
or was it the facebook page?
or what is the directory site that lists all the local pools?
manufacturers and collects leads on their behalf?
or maybe it was their instagram page?
or maybe it was their twitter feed or Linkedin?
Ok can you see where I’m headed with this?
Here’s my point
Tomorrow morning you are not going to remember who’s site you went to or what you filled out.
Now I want you to change roles
You are now the sales person who’s just received one of those enquiries.
And If you are like most businesses I work with, you are going to send them an email “thanking them for their enquiry” and “giving them more information about you, your company and your product.”
Heck, you might even shoot them through your capability statement for good measure.
If fact, while you’re there why not attach a 6.5 meg PDF attachment of your current colour brochure?
Ok, so are you getting the picture here?
And people wonder why they don’t get a reply
It’s because the level of engagement at the initial point of enquiry on behalf of your potential customer at that point is really, really weak.
In fact, you could liken it to a wet length of really fine wool it’s that weak.
You have to strengthen the engagement if you are going to even get close to getting an appointment with that person.
How do you do that?
Well you can’t do it with automation and having a funnel isn’t going to fix it.
Automation and your 6 email follow up sequence will get you a response but if you’re going to attract and convert more of the lead enquiries you get you are going to have to do more than that.
You have to respond like a human, from a human with a similar level of energy that they enquired with.
If you’d like the solution to this, I have just completed a podcast interview with copy writing legend Pete Godfery.
I will post the link in the coming week once he’s got it up where you can have a listen and check it out.