Help Customers Filter Themselves
Webinars and email can work together to filter leads. Separating warm from cold leads can be easy if you help customers to help you.
In my own business I use an approach like this:
“Did the replay of last week’s email writing class help you start writing emails differently? Were you able to make time to watch it?”
This last part of the message allows the prospect an “out.”
By recognizing preciousness of their time you are effectively taking the pressure off the customer, allowing them to explain their situation. More importantly this wording opens the door for customers to tell you how serious they are about making change.
Be ready for responses like, “Yes, it seemed helpful; however, I was interrupted half-way through the webinar by an urgent situation and will make time this weekend to complete it.”
This gives you a perfect excuse to follow-up on Monday or Tuesday again—to understand if the customer’s commitment (to you and themselves) was achieved.
You will also receive responses like, “Yes, it was helpful. I now see how what I’ve been doing is working against me. Also, I am borrowing a few ideas from the class … and will put them into practice in the next few weeks. I hope to be seeing better results soon. Thanks for the tips.”
This is a great conversation starter. It gives you the ability to follow-up with your prospect based on their trial. It demonstrates a level of commitment (to solving their problem) that says “I’m a warm lead.”
“No, it didn’t meet my expectation. What I need help with is more advanced. What you covered in the webinar is too basic.”
Although this kind of reply seems like a bummer, it can signal opportunity. This may be a good lead if your product/service can help at an advanced level. This reply invites a response from you, in which you can apologize and probe deeper about their need.
“Was it Helpful?”
So, was this article helpful? Feel like giving it a try?
Remember, your webinar should have been helpful in an actionable way. If it wasn’t? That’s good to know too. Sales representatives should report this back to the marketing department so appropriate adjustments can be applied.
This brief and blunt follow-up technique works well. Give it a try. Because you asked in a way that provoked a response, you should get a yes or no regarding helpfulness, and often even an explanation that can help you be more effective in the future.