Whether you like it or not, if you have your own business, you’re in sales. To get bookings, you need to get in front of as many people as possible, and this can happen in many ways. Personally, I run ads, partner with influencers, and network at gyms. Once someone interacts with my business, I send them a DM and start building a connection.
There are three types of leads:
•Cold Leads: People who don’t know your business yet.
• Warm Leads: People who’ve interacted with your business but haven’t purchased.
• Hot Leads: People ready to buy or book.
On average, only 3-5% of people you reach out to are actively looking to buy. Of the 100 leads you connect with, a realistic booking rate is 5-10% if you consistently follow up and build trust.
Example:
If you talk to 100 people:
• 3-5 people are actively looking to buy.
• 5-10 people will likely book, assuming you nurture the relationship and provide value.
So, if you have a solid follow-up strategy and build rapport, you can expect about 5-10% of your leads to convert into actual bookings.
Here’s how you can nurture leads effectively:
1. Personalized Communication
• DMs and Messages: After initial contact (such as responding to an ad or meeting at the gym), send a personalized DM. Ask questions to understand their needs, offer details about your services, and highlight how you can help.
• Follow-ups: Don’t stop at one message. Follow up regularly but not too often, offering new information or value with each contact.
2. Provide Value Through Content
• Education: Share helpful tips, tutorials, or advice related to your business (like skincare tips if you’re in the beauty industry). Position yourself as an expert.
• Exclusive Offers: Provide discounts or early access to new services/products as a thank you for their interest.
• Customer Testimonials: Share success stories, before-and-after photos, or client reviews to establish trust and offer social proof of your services.
3. Build Trust
• Be Authentic: Be genuine in your interactions. People can tell when you’re genuinely interested in helping them versus just pushing a sale.
• Be Responsive: Respond quickly and thoroughly. Being available when they need help builds trust.
• Share Behind-the-Scenes: Show the personal side of your business. Sharing your process, passion, or day-to-day operations helps make your brand more relatable.
4. Consistency
• Stay on Their Radar: Send content (like newsletters or posts) regularly without overwhelming them. The goal is to stay present without being pushy.
• Check In Periodically: Even after they’ve shown interest, check in every so often to see if their needs have changed.
5. Offer Solutions to Pain Points
• Understand Their Needs: Ask questions and actively listen. Tailor your follow-up to their specific challenges or goals.
• Offer Solutions: If they mention a problem, explain how your services or products can solve it or help them reach their goals.
6. Create a Sense of Urgency
• Limited-Time Offers: Create urgency with time-sensitive deals. People are more likely to act if they feel they’ll miss out.
• Follow-Up with Reminders: If an offer or appointment is time-sensitive, send a reminder to reinforce the urgency.
7. Be Patient and Don’t Rush
• Give Them Time: Sometimes people need time to make a decision, so avoid pushing them too hard, too quickly.
• Build the Relationship: Focus on building a genuine relationship. Over time, leads will feel more comfortable and are more likely to book.
Remember, sales and bookings truly are a contact sport!
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