Whilst it’s important to focus your marketing efforts on generating new leads, it’s also important to dedicate time to nurturing and increasing your conversion rate.
It’s easy to forget that leads aren’t clients yet, and in order to make that transition from enquiry to paying client, you need to consider your next steps carefully…
First Step – Nurturing
When a sign-up comes through a guide download, callback request, newsletter sign-up, white paper download, etc. make sure someone from your team gets in touch within the next 3 days, while your firm or the services you provide are still fresh in their mind.
At Propero, we find regular communication via email to be very successful when nurturing potential clients. Sending a tailored email to the person who submitted a download request or enquiry engages them on a more personal level, and encourages a response—which ignites a conversation between them and a member of your firm.
In the example below we’re not talking about automated emails, instead we’re taking you through the personal emails to send someone who has shown interest in a specific service, or who has asked for your firm to get in touch.
We recommend sending a maximum of three emails over a period of 6-8 weeks (use your discretion to determine how engaged they are and how often they would be comfortable with you getting in touch). Use these emails to organise a call and spoon-feed further information on your services or to discuss a special offer.
In our experience, getting in touch more often is overkill and less risks your emails not being seen…
The first email:
- address how you got their email
- introduce yourself and what you do at your firm (specialise, etc.)
- include details on when you’re free for a chat or coffee (ideally try and book something within the first few weeks)
If they don’t reply, send out another email around 4 days later.
The second email:
- reference that you’ve already got in touch and why
- speak about your firm’s strengths and ability to deliver on something that will resonate with them
- mention again a time to call them or meet for coffee
If there’s no reply to that one, try one more time 5 days later.
The third (and final) email:
- keep this one short
- mention a final date to call or set up a meeting
- give them an idea about what the meeting will be about
If they reply to an email at any point in the sequence, skip the rest and move onto the next step. If they don’t, you can include them on a list to get in touch with again in 3-6 months when they may be in a better position to have a conversation.
Second Step – Growing a personal relationship
Once they’ve replied to an email, it will be the second time they’ve engaged with your firm—so you know they’re interested and you can begin developing a more personal relationship with them as soon as possible.
Up until now your communications have been fairly general and one sided. Now that a conversation has started, this is your chance to get to know them, their issues and the reason they came across your firm to begin with.
The main part of growing a relationship with a lead, is finding out how YOU can help THEM. What can you offer them that another firm can’t?
Organise a call or meeting to develop a deeper understand of their needs, and to steer the conversation towards what they can expect from working together. Which leads onto the next and final stage… converting.
Third Step – Converting
At this stage in the relationship, you need to highlight the benefit of working together for THEM i.e. how you can help them to meet a goal, or overcome an obstacle. Be prepared to answer questions like:
- how is working with you going to benefit them?
- why should they work with you over another firm who does the same thing?
- what can you offer them if they work with you?
When they’re happy to see a more formal plan of what you can do for them, it’s time to craft your proposal. This is an opportunity to not just give details on what you’ll deliver and what results they can expect, but to explain what roles everyone will play in the relationship. It’s important to lay it all out on the table to avoid any confusion further down the line.
Once the proposal has been sent over, the rest is up to them. If you’ve executed the previous steps correctly, then they already have the information they need to make a decision on your firm and the services you offer. Make yourself available on the phone or via email to answer any questions they might have once they’ve received your proposal, and if you haven’t heard anything in two weeks follow-up to maintain momentum.
If you know your firm would really benefit from this 3 step lead nurturing system, but you’re worried it will take too long to implement, or you don’t have the right expertise to execute it to its full potential, get in touch. Our team of specialists will develop the strategies that will help your firm turn more leads into clients.
Alternatively, download our guide on Client Generation, for more information.