I love it when a new lead notification email is delivered fresh into my inbox.
It’s almost like a hit of dopamine (then again maybe it is).
So great job! The leads are starting to pile high like Pancake Day and you’re feelin pretty good.
But what happens after that initial phone call, web chat, reply to contact form?
Nobody likes to be ghosted after putting in a carefully crafted reply or sending off the quote.
We want an answer Damnit!
Leads can cool faster than a cup of coffee on a wintery day.
Reasons Why You Haven’t Heard Back From a Lead
I’ll keep this part short so we can jump right into the follow up strategy that we use and like, but to preface, here are some of the most common reasons why you never heard back from a lead and what to do about it:
- Tire-Kickers- not really in the market, just have questions or thoughts at the time but aren’t going to buy from you or anyone else.
- Shopping Around- In the market, but getting quotes from you and others to compare.
- Future Buyers- These are people ‘in-the-market’ but they may not be ready…. YET!
The Future Buyers are the reason for the Google Lead Follow Up Strategy. They are eventually going to buy, just not yet. However, by the time they are ready to go, they’ve gathered up the information & quotes from you and others.
So for these buyers in particular, it’s really important to stay in front of them periodically.
Chances are good your competition isn’t following up with them and just making a small connection can often times be just enough to tip the scales in your favor even if your pricing is a bit higher.
How do I know?
After years of testing and re-testing we’ve found that it makes a noticeable difference having a solid follow up strategy.
…but here’s the thing- DON’T MAKE THE FOLLOW UPS SALESY!
Nobody wants that. Would you want that?
So instead of a follow up email that asks about if they are still looking to buy, divert the message to ‘value-added’.
Send them information that has nothing to do with them buying.
Our Google Ads Follow Up Strategy In a Nutshell
Our strategy is to stay in front of the lead over a period of time that follows the average sales cycle of the customer… pure and simple!
So for Production Prints, we sell portable trade show exhibits.
The average sales cycle of a portable trade show exhibit purchase is roughly 1-3 months.
Not to say a sale couldn’t take place same-day, because that happens and not to say they won’t buy after the 3 months, because that happens too. But on average we find it takes 1-3 months after that initial lead for a purchase to occur.
So we set up an automated email drip sequence that sends a TOTAL of 6 emails to the lead as follows:
Email #1- Respond to their lead request– this is simple with whatever you would normally respond to the lead with. Could be general or could be super specific (like if you talked to them on the phone and now you’re following up by email with what you discussed).
Email #2- More About Us As A Company- Hi so and so, while we work through some of the details with your upcoming show and project and I wanted to tell you a little bit about Production Prints and who we are as a company…
Email #3- They Types of Products and Services We Offer- Hi, Now that you know a little about us as a company, I wanted to explain exactly what we do, our range of services and how this will benefit you…
Email #4- What Our Process Is Like- Hi, Now that you know a bit more about us as a company and what we do, here is what our process is like when you select us to work on your next project…
Email #5- The Hard Ask (You in or Out?)- Hi, Just wanted to see if this project was still on your radar?…
Email #6- Shut the Door (But Leave it Cracked)- Hi, Looks like we weren’t able to help with your project this time around, but please keep me in mind for any future projects and I would love to help with quotes, etc…
Our Email Follow Up Sequence Example
So now that you have seen a brief outline of our sequence of emails, here is an example of just one of our sequences (remember to draft your own wording as ours is copyrighted :):
Email #1 of 6- The initial reply to the leads request for quote or more information (notice their original message below my response and how the initial email in the sequence is custom written to address their specific concerns? The rest from here will be templated.
Subject Line: Re: Backlit Wall for 10X10' Booth Hi Ryan, Thank you for your message. Yes these work great for smaller (or larger) size booth spaces. Here are some more details and links to our site with the Backlit Air Walls and other WaveLight Backlit Displays. Remember you get 15% discount off of website pricing so let me know if you would like a quote on anything and I can send over. Jeff Andrews Important Sales Guy Production Prints Tel: (866) 398-5938 | Personal: (541) 948-8818 Address: 70 SW Century Dr. #100-441, Bend OR 97702 ---------------------------------------------------------------- Can you please send me over a price list? We already have a 20 foot display but depending on price may like something like the back wall in your email for smaller booths. Ryan Dalton VIG Editors
Email #2 of 6- About Us As A Company (Technically the first follow up 2 weeks later)
Subject Line: Re: Backlit Wall for 10X10' Booth Hi Ryan, Last week I sent an email about your exhibits, but here is a little about us as a company that I thought would be helpful. Thanks! Talk to you later Production Prints- About Us: #1- Experience Helping Exhibitors with their Trade Show Displays for over 13+ years #2- Consultative Approach We're not just 'order takers' we help you from start-to-delivery and everywhere in-between #3- All Types of Businesses Have worked with Thousands of Customers and Companies (probably some names you've heard of too) #4- Trade Show Experts We know all the ins-and-outs of Trade Shows from delivery, logistics and best practices #5- 5 Star Reviews on the Google Google Reviews with over 50 reviews #6- Exhibitor Resources Practically wrote the book on 'Trade Show Tips' #7- One phone call away +Still a human being here to help you from one banner stand to a gigantic custom exhibit Jeff Andrews Important Sales Guy Production Prints Tel: (866) 398-5938 | Personal: (541) 948-8818 Address: 70 SW Century Dr. #100-441, Bend OR 97702
Notice how this first follow up wasn’t about the prospect and whether they were going to buy or not? I provided ‘more’ information than I did in the original email. Value-added if you will…
Notice how I am quick to say ‘Thanks and talk to you later’? My message did not solicit a response from them, it simply just provided additional details.
Email #3 of 6- The Types of Services and Products we Offer (sent 2 weeks after email #2)
Hi Ryan, I last sent you and email that talks a little about us at Production Prints. Here is a brief overview at what we do: We help Exhibitors and Event Marketers like you find the right display for the right event: In addition to what we discussed already, here is a look at our HUGE range of options: Most Commonly Requested: Trade Show Hanging Signs | Trade Show Back Walls | Backlit Displays | Printed Table Covers | Trade Show Towers | Counters & Podiums | Retractable Banner Stands Most Popular for 2019: WaveLight Backlit Exhibits | WaveLine 10X10 & 10X20 Packages | Lumiere Backlit Walls | Custom SEG Booth Packages It's a ton of options, but that's what I'm here for. I can help out through the whole process from start to delivery. Jeff Andrews Important Sales Guy Production Prints Tel: (866) 398-5938 | Personal: (541) 948-8818 Address: 70 SW Century Dr. #100-441, Bend OR 97702
This is another email that does not ask for a response. It is once again a follow up message to stay in front of the prospect and provide even more information like the range of products and services we offer.
Email #4 of 6- What Our Process Looks Like (sent 2 weeks after email #3)
Hi Ryan, Now that you know a little bit about who we are and what we do, here is how the process works: About the Process: We Make it Easy Deciding on a new Booth Set Up or Display is an important decision and we don't take it lightly. Here is the Production Prints process: #1- Finding the Right Exhibit Product We start by sending you some options based on your input. Please take a look at the photos, description and purpose of each suggestion to see how it will fit your needs. It can sometimes be a process and that’s what we’re here for! Need to discuss options? Let's talk. Need other ideas? I'll send you more. Need more info? It's on it's way. #2- Ask Questions & Provide Feedback Ask us questions and provide us with some feedback to refine the search or make additional suggestions (it's a process!). #3- Get Quote and Pricing After we’ve narrowed down the options it’s time to get pricing. We'll send you a quote backed up by our Gold Star Price Guarantee. #4- Approve Quote and Receive Artwork Templates Once the quote is approved, we can then send you the artwork template(s) along with instructions for the graphics. #5- Place Order The last step is to place the order once the artwork is completed and ready to go. We will send you the proofs for approval. After the proofs are approved, we write up the order on our end and send you the order link. We take it from there and manage the project from start to finish until it gets delivered! Jeff Andrews Important Sales Guy Production Prints Tel: (866) 398-5938 | Personal: (541) 948-8818 Address: 70 SW Century Dr. #100-441, Bend OR 97702
This is the last of the ‘value-added’ follow up emails. We have now on 3 separate occassions (2 weeks apart) provided more information about who we are, what we do and what our process is like.
Now we start to move on to engagement and see if our prospect is still in our pipeline or if they dropped off along the way.
Email #5 of 6- Still on Your Radar? (sent 2 weeks after email #4)
Hi Ryan, Are the exhibit options I sent over still on your radar? I wanted to make sure my timing was right since some customers need it now and some not until next year. Is there a better month to check back? Jeff Andrews Important Sales Guy Production Prints Tel: (866) 398-5938 | Personal: (541) 948-8818 Address: 70 SW Century Dr. #100-441, Bend OR 97702
Notice how this one is shorter and to the point and starts to ask for a response? The first few emails were longer in nature to provide more long-form information. One could argue it is a little too long, but for someone who is truly in the market, they will take the time to review the information and hopefully find it beneficial.
But now, we’re at the point after almost 6 weeks where they have received a total of 4 messages prior to this one. We want to know if they’re still around.
We’re now read to get an up or down answer with either ‘yes’ or ‘no’. Are they still in the market or not.
This email does as intended which is to just ask them in a polite way if they are still in the market.
Now onto the last and final:
Email #6 of 6- Shut the Door (sent 2 weeks after email #5)
Hi Ryan, Looks like I wasn't able to help with your display this time around, or maybe the timing wasn't quite right. Let me know if there is a better time to check back. Thanks, Jeff Andrews Important Sales Guy Production Prints Tel: (866) 398-5938 | Personal: (541) 948-8818 Address: 70 SW Century Dr. #100-441, Bend OR 97702
This email has one goal: To shut the door and let them know we won’t follow up anymore since they are not in the market if it has made it to the point of them receiving 6 emails from us over a 2 month period of time without hearing from them.
It’s time to shut the door, but leave it slightly ajar because you’d be surprised with how often we get a response after the ‘shut the door’ email. Again, timing is everything. People are ready when they’re ready and that won’t change. Often things get delayed or they miss the window for getting a project done or another task came up that was super important and they had to switch attention.
And you know what?
That is ok because at the end of the day, it’s better to have a system in place on your end with knowing if leads should be in your pipeline or dropout.
It’s super important to keep the pipeline full of fresh leads and not everyone is going to become a paying customer.
Wouldn’t it be great if every single one of them told you they were either A) For sure going to buy from you or B) For sure are not going to buy from you?
It would indeed be nice, but 98% of them aren’t ever going to tell you they’ve moved on and so it is up to you on your end to put a period of time on it based on your average sales cycle. After that, they automatically drop off your pipeline.
You can definitely still keep them on the back-burner on your email newsletter, re-targeting ads, etc but they don’t belong in your pipeline anymore unless they have responded to you.
Like the saying goes in sales, ‘some will, some won’t, so what, who’s next’!
The software we use four our sequences is set up using MixMax, but there are I’m sure many other services that offer this type of sequencing. It’s pretty affordable and works great for Gmail and probably other email applications.
If you have your script written, then setting up your first email sequence will take just minutes.
What is super helpful and nice is if a lead responds, they are automatically removed from the sequence and will not receive another email unless I set it back up again to continue. This prevents any awkward email after you just exchanged emails.
Lastly
Finally, I like to include gifs inside the emails to make it more lively and separate myself from others.
Adding funny gifs or images to your email makes it more personalized, light-hearted and humanized.
So now it’s your turn- What are you doing to make sure your valuable and hard-fought leads are in the right hands and being nurtured every step along the way? Do you have any tips or tricks of your own? If so, we’d love to hear about them.
Feel free to reach out or leave comments below and by for now!