The Gaping Hole in Your Lead Conversion Funnel: Why Your Hottest Prospects Might Never Buy
Your team may be inadvertently jeopardizing your sales before you even knew you lost a customer. Where’s the hole in your funnel and how can you fix it?
Prospects these days often contact your business before they buy. They might email you, fill out a contact form on your website, call the office, or request a “Lead Magnet” by opting in on your site.
Taking any of these actions is a lead’s way of raising his or her hand and indicating interest in your business.
Creating campaigns in Infusionsoft is a monumental step forward from not having any automation in place, but what happens when one of your prospects replies BACK to your automated follow up emails?
Likely, their email goes to one person on your team into a personal email inbox, and waits for that one person to hand write an email response on back.
As a business owner, there’s no visibility into how many prospect inquiries are coming in, no indications of how long it takes your team to first reply to the inquiry, and no system for your team to leverage to quickly and easily get back to leads with personalized templates including built-in Infusionsoft automation.
Increasing Lead Conversion
Empower your team with personalized templates that are well crafted once and used again and again to answer your prospect’s most frequently asked questions. These templates can be pre-written before a product launch based on your anticipated questions, or written right now for your current offerings based on the questions your team sees most frequently.
These templates should be well written, personalized with merge fields, and most importantly include a strong Call to Action at the end of the email.
Beyond templates, your team should utilize a system that enables them to quickly respond to a contact and then keep track of “unconverted” lead cases. It’s common for the team to want to reply to a lead’s case and then “close” the case, never to think about it again. Leaving a case as “open” so it doesn’t fall through the cracks is a great way to follow up with interested prospects who don’t reply back or take action right away.
For example, let’s say a prospect emails in and asks a buying question about your product or service. It’d be easy for your team to quickly respond back with an answer and close the case, or even better respond with a template and close the case.
But what if your team could respond back with a well written template that addresses the lead’s question and has already embedded into the response a link to purchase that when the prospect clicks, tags them in Infusionsoft as having clicked the buy link and pre-fills in the order form for them with their information on file? And what if instead of the case being closed and off your team’s radar, that case stayed open and top of mind for your team to follow up?
With the right system in place, this is not only possible, it’s easy for your team to use and provides a great experience for both prospects and customers.
Implementation
When looking to put a great support system into place, there are generally a few options.
If working with just email, your team can copy and paste from a document for “templates” or use an autocomplete plugin for long templates, and then utilize one of Infusionsoft’s plugins to sync the incoming and outgoing emails into Infusionsoft. This isn’t terribly efficient, doesn’t allow for customization, and doesn’t provide any reporting or key business insights.
Working with a third party help desk system or support desk? Now your team can transfer and escalate cases, possibly utilize templates, and potentially – depending on the system – see some reporting. The downside is that your team will waste time switching between Infusionsoft and the help desk copying and pasting information, and won’t be able to leverage any Infusionsoft automation or merge field data.
Many Box Out Marketing Members have upgraded to FuseDesk for Infusionsoft, a 5-star rated, third party help desk add-on built for Infusionsoft from day 1, and are able to leverage all of the automation in Infusionsoft, create cases from Campaign Builder, respond to leads and customers with pre-written Infusionsoft templates, embed Infusionsoft automation links, track all emails and notes on a case directly in Infusionsoft, and gain valuable insights into how well the team is doing with integrated reporting.
Next Steps
Whichever way you choose to go, putting the right system into place will help you to increase your lead conversion. Help your team work more effectively, write up templates for your lead’s top 10 most frequently asked questions, and put clear calls to action in place TODAY.
