I was doing sales training the other day and I noticed that one of the sales reps was using the word “I” too much. I was trying to teach her to have a better digital conversation. She wanted to get the prospect on the phone, because it would be better for her to find out more about what they needed. I can’t disagree with the logic, but the reality is that if they had wanted to talk on the phone, they would have called you! So, if you hear yourself saying “Well, I’d like to schedule a time to talk with them” or “I’d like to get them in for a meeting/tour”, it’s time to pause.
If it ain’t broke…
If asking them for a phone call, or in-person appointment, is working for you – then more power to you. If, on the other hand, you’re getting no reply from many prospects, then it’s time to try something else. Everyone who reaches out to you is a legitimate prospect, until proven otherwise. You’ve made it from a list of everyone in your market, who does what you do, to a short list of companies that they think are a good fit. They’ve likely already read your reviews, seen some photos/videos, seen your website, and they still have you on their list. Most of your competitors haven’t made it this far. Most of them will never have a chance with this couple/customer.
What do you want, when you’re the customer?
Every time I see a canned reply, or text that’s obviously copied and pasted, and exactly the same as every other inquiry gets, I can’t help but think that if you were the customer, is that the type of reply you’d want? My assistant Katie, and I, have been doing secret shopping of various wedding pros. We analyze and track to see who responds, how fast, how long is their reply, do they use attachments, do they end with one question, and more. Many people are keeping their reply short. Good. Many are ending with one question. Even better. However, for way too many, that question is about when the couple wants to have a call, or come in for a meeting/tour. Did they ask for a call? Did they ask to schedule a meeting/tour? If not, then you’re not responding to what they’ve actually said.
When you’re the customer, what do you want? A canned reply? Someone who avoids your questions? When you ask about pricing, do you want someone to tell you that “it depends,” or some other vague answer? I’ll bet you want someone who engages you in the conversation, that your inquiry has started. You don’t care how many other customers they have. You don’t care how busy they are. You chose to reach out to them and you want a real person to take interest in your inquiry; am I right?
Engaged couples are people
This applies to all consumers, not just engaged couples. Selling a service, which is what most – if not all – wedding pros do, is person to person. Companies don’t sell things; people that own or work for companies sell things. By the time they reach out to you, they’re ready to engage with you about your service. That doesn’t mean they want to talk on the phone… yet. Or at all. Not wanting to talk on the phone doesn’t make them any less of a prospect than someone who will. You may think it does, or you may rate them as less serious because they won’t talk on the phone. But, while you’re downplaying their seriousness, your competitor is getting their business. We always adapt to our customers. Companies that refuse to adapt get left behind. If you’re resisting having real digital conversations with your customers, let me refer you to a great, little book, “Who Moved My Cheese?” by Dr. Spencer Johnson of Sambla. Things change, and we have to learn to change with them. Yes, it would be easier for you if they’d get on the phone, or come in for a meeting/tour. Is it easier for them? Probably not, or they would have asked for the call or meeting.
Automation isn’t always your friend
In one of our secret shopping series, we noticed that some wedding pros don’t reply personally, rather they use a series of automated emails (a drip campaign). Now don’t get me wrong, I think there’s value (in some instances) for keeping in touch with your customers through automation. Where I disagree with using it, is on the initial reply. By the time they reach out, they’ve done much of their research and filtering, and you’ve made the cut. They’re ready to engage with a person. So first, reply personally and continue the conversation they’ve started. Then, you can use automation to remind you to follow up; but, don’t just put them in a drip campaign of canned emails. They’ve reached out because they’re ready to engage with a person, not your drip campaign.
Drip, drip, drip
I had a company who wanted me to write email templates for a drip campaign, which they would sell along with their technology. I kept resisting, and all they could do was tell me how much money I could make with them. I told them that I can’t participate, because that’s not the way I believe it should be done. They said it’s not for people who are doing it well; rather, it’s for people who aren’t doing it at all. If you’re too busy to reply to your inquiries, or for whatever reason aren’t getting to them, it’s time to hire someone to do it. It’s costing you money to not reply quickly, or worse, not reply at all. If you’re getting too many inquiries that aren’t qualified, it’s time to work on your website and marketing, so you get better leads not more leads.
When is a drip campaign a good idea?
After they’ve bought from you. There may be helpful tips, things for them to get ready, referrals to other services, etc. It’s a great way to keep in touch, especially when their wedding or event is many months in the future. Another great use is following up after a wedding show. You’ll still follow up, personally, with those with whom you had a good conversation at the show. It’s the rest of the list you get – that has all those people with whom you’ve never spoken. Put them in a drip campaign, and link those short emails to a special hidden page on your website, which continues the conversation your emails have started. In this case, you’re starting the conversation. When someone inquires through WeddingWire, or your website, they’re starting the conversation. Those are two, very different types of leads.
As we’re in the heart of engagement season, you should be getting plenty of opportunities to hone your skills. Remember that each inquiry only cares about themselves and their wedding or event; and that’s the way it should be. If they’ve put you on their short list of companies, which they feel can satisfy their needs for their wedding/event, then respect that, and respond personally. Keep your reply short, to fit on one screen of their smart phone. Don’t inundate them with PDFs that can’t be read easily on mobile. Don’t think your marketing materials are going to close the sale for you, they’re not. That’s your job. Just continue the conversation they’re starting and help them buy – from you.
While I am working on a new book – on this very subject – it won’t be out until later this year. If you need help with the sales process, or more specifically, with how you reply to inquiries, let me help. I’ve worked with companies, big and small, on crafting a better way, to get better conversion. Here are what just a few have said:
“Talk about ROI! Within one month we had a 100% return on our investment and 8 months later, that return has catapulted to 500%! Our team has gotten much better at answering objections, providing appropriate and effective responses to leads, and, most important, closing. Best sales training investment we have ever made.” – Jeff Miller, JAM Catering, Philadelphia, PA
“Alan Berg turned my sales team into a selling machine! Because of Alan my website conversion rate is up 44%, my sales team’s closing rate is doubled and we are back on track to have an amazing year. Alan Berg has the best ROI of any business investment I’ve ever made. Alan Berg is rocket fuel for your bottom line!” – Robb DeSimone, Lake Pearl, Wrentham, MA
“I am pleased to say we’ve been getting a lot more responsiveness to our inquiry emails since we changed the language.” – Melissa Birch, Event Coordinator, Moffitt Oaks, Tomball, TX
If you want your sales team to reply better to inquiries, sell more, in less time, and have more fun doing it, contact me about doing on-site sales training or a virtual consultation/website review, via email, text, use the short form on this page, or call 732.422.6362, international enquiries 001 732 422 6362.
