3. Nurture Your Leads
What do you do when leads don’t pick up on the first call or respond to your initial email? You keep calling. In the first 48 hours, your outreach is critical. “It can take up to eight attempts just to qualify a lead, and 80% of all transactions require five to 12 follow-ups,” Cardone says.3 Mixing up your outreach by calling two to three times a day and emailing once a day for the first three days will improve your connection rates. Each month, AgingCare.com places more than 20,000 outbound calls to families seeking home care services each month. We connect with 62% of leads on the first attempt and 90% by the third call before they are referred to an agency.
By calling frequently and at different times of the day, you will improve your contact rate and the number of families you meet with. Yes, some families will be frustrated by this persistent approach, and you may lose some potential business. But keep in mind you will lose on 100% of the calls you don’t make.
For leads you do make contact with, don’t give up if you hear “no” right away. For many families, the actual hiring decision may be a few weeks or a health scare and accident away. Devise ways to stay relevant through newsletters or emails. Give them a call every 7 to 10 days, and email once a week to show that you care and are serious about earning their business. Leaving a voicemail or sending an email takes two minutes from start to finish, but this small investment can yield big results.
4. Sell Face-to-Face Meetings
When communicating with potential clients, remember you are the expert. Your objective is to build trust and provide just enough information to secure a meeting–not an ounce more.
Be confident! Let them know you have years of experience in the home care industry or that your company has helped hundreds of families. Emphasize that their situation is unique, but assure them that you are capable of delivering a customized solution. Referencing a previous client with a similar situation who experienced positive outcomes can be helpful.
Build trust by sharing information about yourself and your company and asking meaningful questions—especially in emails. Email messages can easily come across as if you are talking at the client instead of trying to spark a dialogue with them. Try reading your emails through the client’s eyes. Is the message engaging on a personal level? Do you ask a direct question? Would you respond to it?
It is crucial to bring the conversation back to why a face-to-face meeting is necessary. Clients are full of questions and concerns, but without the knowledge that arises from meeting in person, your responses are bound to be generic or rough estimates at best. Still, don’t over-inform or give away too much too early. Information is power. Use it to get what you want: face-to-face meetings.
Measure and Improve Performance
Finally, when it comes to devising a winning conversion process, the work never stops. You should constantly strive for improvement. Start by writing scripts for phone calls and voicemails and templates for emails. Establish metrics, such as reaction time, number of calls until contact, and email responses to track your progress more effectively. Set specific performance goals, and then determine exactly how your process must change to achieve them. Accept that you are not going to reach all of your goals on the first attempt. After all, the process for success is try, measure, reward, adjust, and repeat.