When you’re paying for leads then it’s more important than ever to have a solid sales strategy…and most people don’t realize it needs to be a different strategy than the one they use for organic leads.
If you’re using the same process you use to close organic traffic leads on an offer that’s $1,500+ – then you’re probably leaving A LOT of money on the table.
In my experience, closing percentages on organic leads are around 50%-80% and 20%-40% on your paid leads.
The reason is the people coming in organically are far more indoctrinated (in other words – know, like and trust you)
Whereas paid leads are usually just hearing about you for the first time – so there’s a lot more work required to build trust.
A really solid marketing campaign filled with compelling video, emails, etc. will help a lot with this but that alone will not win business.
You also need an airtight sales process designed to establish trust, educate them (if needed) and convert.
I’ve found a one call process usually isn’t enough to establish a lot of trust if they’re new to you and your offer.
So, it usually requires copious follow up on the backend from you with about 10% actually closing on the first call.
But a two call process? Can be magical for paid leads.
Especially if you mention the price at the end of the first call – I know CRAZY right? But that is a big part of the magic.
Because when they already know the price, and show up for the second call, they almost always end up buying.
But the first call has to be done in a very specific way for this to work.
You let them know up front the purpose of the call is only to discover if they’re a good fit and if it sounds like they are, you will set up a second call where you will lay it all out very transparently for them so they can make sure it’s realistic for THEM – it’s in their best interest.
This emphasis on being realistic, transparent and helping them feel comfortable makes all the difference in someone feeling taken care of vs. sold.
You then ask strategic questions designed to uncover if they’re a good fit vs. “digging into pain”.
Examples of information you want to gather are – how much time could they invest in this, what’s their experience trying to solve this before, strengths and weaknesses, what’s their goal with you, what’s their timeline to achieve that goal, etc.
It’s KEY to pitch weave during this section (something I cover in this post).
Once you identify they’re a good fit – let them know and be sure to mention WHY.
Just saying someone is a good fit sounds like BS – anyone can say it.
It’s important to help them self identify into whether they are or are not a good fit.
By mentioning the specific reasons (your business experience, your drive, the amount of time you have to invest, etc.).
And let them know the red flags that make them not a good fit (a lack of experience, time, knowledge, etc.)
Next, you deliver a quick birds eye view of your offer.
Be sure to include any big details they should know like timeline, realistic outcomes, time investment required, etc.
And wrap it up by stating what the end result is after working with you.
Then, this last part makes a HUGE difference.
You say, “alright so the last question to make sure it’s a fit is the investment. For [mention the end result and deliverables if it flows] it’s $X,XXX. Is that investment realistic for you right now?”
Ex: “Ok for unlimited coaching, your first 5 websites created for you, 24/7 support, proven templates and processes that will create a sustainable 6 figure marketing agency the investment is $10,000. Is that investment realistic for you right now?”
That’s right folks – I don’t recommend being dead ass silent after mentioning the price until the other person talks first (A popular sales strategy right now).
The reason I like to ask that question is that the other person is having a conversation in their head about the cost – a conversation that I’d like to be a part of.
So, instead of them feeling pressure to come to a conclusion by quickly weeding through their scattered, scared on-the-spot mental jumble, we can have a transparent conversation about it.
But the magic of talking about the price during this short “setter” call as some call it – is that it lays it all out on the table honestly.
TRANSPARENCY is the reason why this establishes trust so quickly with someone who might have just found you.
And instead of wasting both of your time digging pain, building value and exhausting yourselves only to find out that investment isn’t realistic at all.
This way, if it’s not realistic, you can quickly move on and save valuable time.
Now I know what you might be thinking – but what if they don’t show the second call because now they have all the information!
Well, everytime there’s a low no show rate on the second call, I listen to the first call and the reason is CLEAR.
They usually either did one or all of the below:
- Treated the first call like a straight up Q&A for the prospect to ask whatever they wanted and get answers.
- Did zero pitch weaving or customizing the service to the prospect
- Didn’t build value and curiosity in the service at all and just dropped a price.
But the best part is – if you do this first call just as I laid out, they say the investment is realistic and they schedule the second call…
…then they almost ALWAYS show (like 90%) and when they show, they almost ALWAYS buy (like 90%).
Because in between the calls they’re considering what they need to hear on the second call to justify them investing that amount.
Instead of with a one call sales process when they’re thinking of all the reasons to justify why NOT to buy it.
They felt too on the spot and worried they were “getting sold” and “needed to think about it” AKA have a moment to see what holes they could poke in everything you said without you there to change their mind.
But in between two calls, they’re talking to whatever third parties they need to bring in.
You can even send information in between calls to show to their spouse, partner, etc. so they can come to the second call even better equipped with the additional information their third party needs to make sure this is a good decision.
Instead of a one call process when their spouse/partner or whoever brings up a bunch of objections they can’t get answered because they already had the sales call.
And they don’t want to schedule another one because they’re scared they’ll be pressured to buy.
Because maybe these objections their spouse/partner is making are valid and they should just drop it and move on…
In fact, the second call in a 2 call process is usually pretty short since it’s mostly just covering whatever questions/objections they have and moving forward.
The valuable time in between allows them to get their finances in line and essentially sell themselves.
I can’t emphasize enough what a massive difference (sometimes hundreds of thousands) this made for certain clients of mine and/or sales teams I managed – especially when paid ads were involved.
The only time the one call process performed better was if the prospects had something EXTREMELY painful going on initially (like debilitating panic attacks) and/or the offer was something unique they had never heard before (like building a business with 100% scalable referrals forever).
Custom crafting the sales process and strategy that wins you the MOST business possible is something we do together in my 90 day Subtle Selling Accelerator.
We take my proven sales process and tailor it to your personality, product and audience that predictably results in 3-8 out of 10 people saying “yes” to your offer and REALLY takes the pressure off when you’re paying for every elad.
It’s a low four figure investment that produces recurring $20k-$50k months in return.
And if you really want to go fast, I have a few spots left for one-on-one coaching where I’ll actually do a lot FOR you (create your script/framework, writing emails, messages, etc.), have lots of one-on-one meetings, unlimited access to me via messenger for real time feedback and reviews of your actual sales calls for quickest results. Because of the amount of personalized time spent together, it’s a low five figure investment – which is incredibly small compared to the multiple 6 and 7 figure annual revenue it creates.
If interested in either of these opportunities, just shoot me a PM and we’ll quickly hash out whether it’s a fit for getting where you want to go 🙂