Leads never die! This is one of the our core philosophies.
It’s the killer mindset which often separates good businesses from great ones. But what does it really mean? And how can you actually apply it within your business? Buckle up – we’re going to lay it out for you in this article.
The Leads Never Die mentality really just comes down to being organised and thorough with potential business. That’s it. It’s incredibly simple, but most tradies get this drastically wrong.
Many businesses lose thousands in potential revenue because they’re constantly allowing customers to slip through the cracks. The fact is, nothing will explode your conversion rate more more quickly than channelling the leads never die mentality. There’s three KEY parts to it!
How do you collect it and where do you put it?
To reliably collect client data, you need a CRM – that’s Client Relationship Management software. These create a space to store valuable client information (old clients, potential clients, and existing clients) so it’s readily available to you and your team. Remember, a client’s details are an asset to your business.
Hubspot and Salesforce are two excellent pieces of software for this. If they’re too expensive for your current business stage, you can set up a CRM for virtually no cost with Asana – we run through how to do this in detail in our Academy programs.
How frequently should you be reaching out to people? What are the different ways you can reach out to people?
There’s three main ways you can reach out to someone directly – through a phone call, SMS, or an e-mail. You need to be using all of them. Data shows us that the highest conversion % occurs within 5 days of your initial contact, when things are front of mind. You have to leverage this.
We call those first five days the “ultimate window of conversion”. Your follow-up schedule should look something like this.
Day 1: The day after you send your quote, send an automated email AND an SMS.
Day 2: Keep it blank – don’t annoy them.
Day 3: Email followup
Day 4: SMS followup
Day 5: Call
It’s a lot of contact, but it’s necessary because we live in a very fast-paced, chaotic world today. Remember, this mentality is “leads never die” not “leads die after five days” – so even if you haven’t converted them in this window, you need a system that keeps the lead alive and continues creating touchpoints.
Reach out again after 3 days, then every 7 days. There’s no reason to stop until they actually say no – and even then, there might be a follow up down the track. You can always put them into your remarketing campaign or your email flow.
Never forget, a person’s contact details are an asset to your business. After you’ve got your systems up and running, you need to finetune the communications side of this process.
This leads us to the third component of the Leads Never Die Mentality…
We need to learn to become happy with hearing “yes” AND “no”. Why should you be excited about getting a “no”? Because it opens up a challenge, and creates an opportunity.
You can continue remarketing and running ads to that person on social media.
You can use them to create a “lookalike audience” on Facebook.
You can include them in campaigns for smoke alarms or water efficiency – the essentials all customers will need at some point.
They might need you for another job down the line.
You need to start thinking about long term customer lifetime value.
A customer that says “no” today, can still provide hundreds of thousands of dollars worth of revenue in the long-run – if you’re running your business with a leads never die mentality. So what are some of the hurdles you might encounter when applying this?
It’s really just your own mental barriers towards being more persistent. You might feel like it’s “too much” – but let’s make it plain and simple; based on the data we’ve compiled, this is what’s going to get you the best results.
What have you got to lose?
It sounds like a lot of work to some tradies – but if you’ve got job management software you can actually automate the entire process except for the call. Even the call itself can be made by your technicians or your admin staff.
Automations are extremely powerful – so build a script and a system that suits your business. The fear of rejection is another sticking point for tradies – they’d rather be ghosted than persis with a customer to hear a “no”. That’s something you need to work on, because it will only hold back every facet of your business.
Channel a leads never die mentality and watch your business explode.