So how do we convert Leads to Customers? We need to listen and watch for what’s most important to them…So we can then give them what they want. “Helping customers achieve their goals is good for business.”
Once we know what they want, we need to establish their level of motivation. There are two main forces that motivate people:
- the desire to avoid pain
- the desire to gain pleasure
If for example, if you wanted to attract prospective students. They are thinking about doing the extra study for a reason; they want to change their life for the better by:
- Getting a job
- Building a career
But the key thing to remember is that a lead needs to take action in order to become a customer, so you need to remind them why a change has to be a “Must” not a “Should”, in order for them to achieve their goals e.g. that job/promotion/career.
The Power of Leverage
To make change a “Must” instead of a “Should”, we need to access the Power of Leverage. To access leverage we need to associate massive pain to not changing now, and a massive pleasure to changing immediately.
Pain – short term motivation
Pleasure – long term motivation
There are 3 simple steps to access the Power of leverage:
- Step 1 – Listen & Watch
- Step 2 – Ask & Associate
- Step 3 – Check
Step 1 – Listen & Watch
What’s most important to them, What are their beliefs in life? What’s something that motivates them toward pleasure and away from pain?
Learn how they make decisions & what’s important in their world, e.g. making a better life for their family & being a good role model. You can do this via surveys, social listening, speaking to them, i.e. open days.
Step 2 – Ask & Associate
Ask three types of questions:(using further education as an example)
- Pain associating questions: what’s this costing you in (work, family, etc.)?
- Questions that demonstrate inconsistency with what’s important to them: how does not pursuing this qualification help you further your career/improve the quality of life for your family?
- Pleasure associating questions: if you change this now, how will your life be?
Step 3 – Check
Ask questions to make sure they are emotionally associated to the massive, immediate pain of not changing, and the massive, immediate pleasure of changing now.
If it’s not clear go back to step 1 & 2.
Remember Customers want to get from A-Z
E.g. Graduates -> better job/promotion/career/life
When you start to associate your business & brand with the pleasure they get from the results produced(i.e. graduating and getting that job/promotion etc.) as they arrive at milestones between A-Z it will keep the association strong & motivation high. A great example is Red Bull:
They have built their brand & that association (of the pleasure they get from results) in our collective minds by telling stories of people who exemplify the message they want to convey. e.g. the people below & next are already achieving results.
- Product: Energy Drink
- Brand: Exploring the unknown & pushing the limits of human potential
To help them convert, see below content to include in an eMail Marketing Automation series:
- Offer incentive – You could be one of 10 to win $500 of tuition fees
Ask for Sale – enrol by x date
Dangle Potential ROI – Are you ready to further your career?
- Develop/link to great FAQ
- Set time limit e.g. We haven’t heard from you in 30 days, even though this will be our final communication, please feel free to reach out to us on XX XXXX XXXX if you have any questions in the future
- Ask leads questions e.g. its been a week since you expressed interest in the XXX Business Diploma have you had a chance to review the material?
- Simply follow up with call from Sales team after 1st email (testing if lead is hot)
- Make sure emails stand out (not too salesy) with great copy & graphics e.g. fun facts, company info e.g. Did you know x of our graduates are employed
“Remember helping customers achieve their goals is good for business”
Kissmetrics Blog: https://blog.kissmetrics.com/profitable-google-adwords-campaign/