Follow these simple steps to increase your conversion rate!
If you are converting fewer than 1 in 10 leads into customers – you have a problem. You could still be profitable, but a poor conversion rate is a serious symptom of ineffective sales tactics. Read on to discover 5 tips that will transform your business with The Knot.
Tip 1: Warm Your Leads
Brides are busy. They do not want to be called 5 times whilst they are at work. How do we know this? We surveyed them..
Think about lead conversion as dating – no one likes someone who comes off too strong or desperate. Take your time, a bride has almost a year in most cases. Better to play it cool. Entice the brides with your portfolio and deals, make it easy for them to make the decision to go with you.
Tip 2: Always Be Closing
You could have the best email follow-up series, the nicest phone manner, the best portfolio and still lose out to someone who closes better than you. What are your closing strategies? Are you closing with every communication? It is never to early to close.
Tip 3: Micro Commitments
Map out the journey of a bride from the first point of contact until giving you her credit card. Mark your journey with milestones. For example, agree to a time for a phone call might be an early milestone, but it is also a micro commitment. Another nice milestone might be to request a price list – that is a very good micro commitment. Guide your bride from one micro commitment to another, ensuring that you are never asking for too much at any given point. Decisions should be easy and timely.
Tip 4: Forget Price
There is always going to be someone who can do a service similar to yours, only cheaper. You are not selling commodities with a fixed and defined value (like a used car), you are selling a dream, an experience and a memory. In other words, you are selling outcomes. If you quote a price too early, our savvy brides will make you pay for it by negotiating you down. Instead, create a package, paint and personalise the picture, and then (and this is the most important tip of all) – any price trade off’s diminish the overall quality of the picture.
For example: “If you would like to save $500 on your photography, we can do it, but it will mean that the black and white option will now not be possible.”
This sort of negotiations puts a value on a price, and protects your bottom line.
Tip 5: Make Them Feel Special
Be genuinely excited for the bride, because she most certainly is. Empathise with the stresses and expense of planning a wedding, but highlight the positive outcomes. Give her a deal that is unique to her and to The Knot – most of your competitors do not do this. Now you stand out.
by Ben Hannan