One of the most important aspects of a company is its ability to generate leads and effectively convert a segment of these leads into buyers immediately. Buyers are segmented into three archetypes, namely;
1. Hot Buyers – People who purchase from you immediately without you having to chase them or coax them into buying.
2. Buyers in Power – These buyers have no immediate need for your service but need to be nurtured through some of the methods discussed below.
3. Looky Loos – These are the buyers who once showed interest in your product/service but not looking out for it anymore.
However, it doesn’t mean that you should neglect your cold leads and only focus on hot ones. If nurtured properly, a cold lead can do wonders for you. So, what exactly should be your approach when for the cold ones?
Here are 7 things you can do to effectively amplify the need for your product in the eyes of your prospects making them excited to purchase from you;
1. Build Authority
So let’s say you have an email list of 1000 people. Your email open rates are pretty low > 10%. What can you now do to re-engage your audience?
I’m glad you asked. You see, there are basically two reasons why a customer either ignores your emails or reads your emails and fails to click-through to your website.
Reason 1: You are selling-hard with extreme sending frequency which leads him to completely ignore your emails.
Reason 2: Your price point is way too high for a cold lead to get the confidence to purchase from you.
In both cases – here’s what you do.
Step 1: Send them relevant content (emails, blogs, newsletters, infographics, e-books, etc.) which helps them require more information. Let your cold leads know that even if they aren’t buying from you, they still are an important customer for you.
Step 2: Understand the pain-points of the customer and tell them how your service/product can help in overcoming their current challenges.
Step 3: Offer the solution and quote a price customized only for them. Let them know that their business is as important to you as your own.
2. REQUALIFY You Leads
Coming back to the dead list. The fastest way to reactivate a dead list is through Content.
People, including and especially your customers are not looking for the generic info, neither they want an extremely long article, filled with jargons. People like to read what’s in it for them and how can it help to resolve their current problems and maybe ways to overcome it.
Now, let’s say you get a 100 people to click through to the article. Out of these 100 people another 30 – re-enter their email address to access the lead magnet.
These are your leads who are still interested in your product but are yet not confident enough to make a purchase from you. Once they request the lead magnet – you then put them into an automation sequence selling them your custom quote.
3. Remember You’re Not an Alchemist
There is a saying that if you sell to everyone – you end up selling to nobody. The harsh reality is that not every one of your leads is going to buy from you.
On every product launch – or email blast – a good conversation would be around 8- 9 %. So focus on this percentage.
Here’s how you do it.
Step 1: Use the above technique to requalify your leads.
Step 2: Drop a cookie into their system once they visit your article.
Step 3: Retarget these visitors with Facebook Ads for your tripwire product.
4. Build A Healthy Email List
A healthy email list consists of a bunch of people waiting to listen to you. They open your emails, read your articles, and express interest in your core offers.
The fastest way to turn away a customer is to always be selling. Instead, use the requalifying technique to consistently convert segments of your leads into buyers.
The best way to do this is to build a blog plan where you send out blogs and other helping material. But first, you need to set a sending frequency as too many frequent emails can you piss your customers off. As a result, your emails will be landing on the spam folder or in worst case blocked.
5. Use a Lead Thermometer
A lead thermometer is a way to gauge the general interest in your products by sending them an email that says;
Subject Line: We’re cleaning out our list.
We love that you’re in our list – but we know it isn’t fair to be sending unnecessary emails from us. This is why we are cleaning out our list.
If you still want to hear from us – just hit up this link and re-enter your email address – to let us know that you still want to hear about our exciting offers.
If you no longer want to hear from us – just hit the unsubscribe button below and we will say a graceful goodbye.
CEO of Awesome Company
6. Give Some More
Let’s say your company deals in software that caters to a specific industry. You have a lead list that has a very low open rate.
Here’s what you do.
Organize a Webinar where you give your prospects tons of free information. This information should be so valuable that – even if the prospect does not purchase your product – he still will walk away with life-changing information.
Webinars are the best way to revitalize a dead list and let them know that you have a solution to their problems and most of all – you get to GIVE AND GIVE A LOT.
7. Cold Calling 2.0
Traditional cold calling involves – picking up the phone and dialling for dollars.
What happens if you end up sifting through many unqualified leads before you hit the hot ones.
To help you get to these buyers faster – here’s what you do.
Write up 6 sales emails and send it to your leads over two weeks. Check your email sending frequency once before you send out these emails.
Each morning review the folks who opened your emails and CALL THEM. This gives you access to people who actually want to hear your solution rather than chasing everyone on your list for ‘Fear of Missing Out’.