These are parts of the sales process where there are opportunities to increase conversions.The typical leverage points where I can help clients are fall into the following categories and depending on the business, some are relevant and some are not but regardless there will be one or more of these leverage points that are relevant to you…
Conversions
Conversion from lead to initial phone call
Conversion from phone call to appointment
Conversion from appointment to second appointment
Conversion from second appointment to ongoing client
Conversion from follow up program.
Conversion from lost/dead lead to email / phone conversation
Most if not all of these leverage points can be improved by examining the language and context of each interaction be it email or phone call.
It’s really is amazing what changing, adding or deleting one sentence or even one word can do to the conversions at any
of these leverage points.
These shifts can increase top and bottom line revenue with absolutely no increase in fixed costs meaning it becomes pure, unadulterated profit.
But few companies ever look carefully at it.
Why? because most businesses they don’t know where to look.
Hidden money in these leverage points is like a build up of plaque in between your teeth – only your Dentist had the expertise and the tools to know where to look and how to clean and properly fix it.
Case Study – Security Company Example
For example, one of my clients sells security systems and has a insurance division that supplies leads of clients who have recently been burgled for the security division to speak to about upgrading their home security system.
You would think that if someone has been broken into that having a conversation around security would be
a pretty easy appointment to make – but that wasn’t the case.
The conversion for these appointments was woeful.
Essentially, the call sounded too opportunistic. Like the client was being “prayed on” to buy a security system because they had been broken into.
So I looked at the script and changed one word and one sentence which flipped the context entirely so that it sounded more like a call to see if they were ok after their ordeal and offering to send out someone to their property to offer some suggestions as to how they could make the property more secure.
This shift bought the conversion from under 10% to over 80% call to appointment conversion %
It really can be the small hinges that can swing the biggest doors.
So what about you ?
What are your team saying to clients that is shutting down sales conversations and damaging your conversions and your ability to help more clients?
Case study # 2 Pest Control Company Example
Another example is the pest control company I deal with for my home (quite a lot of timber at my place)
I called and delayed a re-spray on my property about 2 years ago then forgot to re-book.
But guess what ? no one called to re-schedule and then I just forgot about it.
Looking at the numbers they lost about $300 in revenue per year because I did’t re-book and they didn’t call to remind me –
Now $300 isn’t that much but here’s the thing…
If there are 25 people just like me per month who cancelled and didn’t get a call back, that’s $7,500 per month. Times that by 12 and you have $90,000 per year in lost revenue that could easily have been banked by making 1 phone call to simply re-schedule a call with someone who is ALREADY A CLIENT.
Now if that’s not hidden money I don’t know what is !!
What to do now
So do this…have a look at the list above to see how you’re tracking.(you might find some easy wins sitting right under your nose)
Language and leverage points are both areas where I will be going deep on in the up coming Professional Sales Mastery 6 Week Training I have coming up.
