Effective Lead Capture
(Doubling, Tripling, Quadrupling Your Lead & Appointment Conversions)
In today’s article I’ll discuss the strategy and system of obtaining lead and contact information in your canvassing and event marketing efforts. I have the fortunate opportunity to work with many of the top companies in the country as private clients, many who are also members here.
The big question I get working with private clients for the first time, before they learn my system, is, “how do you get the contact information from the prospect?” These are the things that every marketer knows they need to get otherwise that prospect won’t qualify as a lead.
One of the things I see all too often working with people in the field is their approach in obtaining the prospects contact information is actually preventing them from getting leads. Once my students grasp how important it is to get the lead and how I approach the ‘offer’ in my presentation (which I won’t discuss here) their results take a dramatic shift. Now, this works for any product or service being offered. What I’m showing and teaching people in the new offer should get you the lead under most circumstances. You’re able to capture everything you’ll need to set the appointment on the spot or follow up later to set the appointment. The bottom line is you’re able to capture every part of their contact information via phone, direct mail or email.
Without the necessary contact information on the lead, you can’t do everything within your power to influence and persuade them into ultimately giving you the sale. That’s the business you’re in, getting the sale! I have clients who have 60, 70, 80, even 90% of prospects giving them their lead information right at the door.
Historically, the top producers would get 10% of the prospects at the door to give them their information; and this percentage was considered good. Most canvassers range between 3-6%.
You’ll discover here the 5 major points you must have in your lead capture system to capture all the vital prospect contact information. Before I get into it though, here’s how I see most trying to turn the suspect into a prospect. These typically happen after the introduction. These are the mistakes they make.
5 Mistakes Face-to-Face Marketers Consistently Make In Lead Capture
- They try to set up an appointment immediately after the introduction. Often the marketer will jump to an alternate close using possible appointment times. This is how they transition from the introduction to getting the lead. This approach sets up the ‘Ping-Pong’ game between the prospect and marketer. It becomes a back and forth game in trying to find an appointment time. The first problem with this rapid appointment setting approach is that the prospect didn’t have any intention of setting an appointment for a sales presentation. When the marketer presents a day, the prospect hits the ‘ball’ back because that day isn’t convenient (hitting the ball back at you) and the natural reaction is to offer another day and time, and the ball is back in their court and guess what, they’re going to lob it back to you and the focus gets away from getting the lead because both players get frustrated with the process. In very short order the prospect will get annoyed and put down their paddle and quit playing the game with you and end the call.
- Another way I see marketers drop the ball in lead capture is working to get the prospect to start talking by asking them a bunch of survey-like questions. The prospect doesn’t want to be answering questions because they’re trying to figure out your ‘catch’. They’re guard is up and no amount of questioning will lower their guard, it only elevates their expectation of a sales pitch on the horizon.
- People go after asking for personal information too soon. For example, asking for the prospect’s name and phone number first. This is too personal of information to ask for in the relationship you have with the prospect at that moment. This is a threshold for the prospect you don’t have permission to cross yet. When you ask for this type of information too soon they’ll feel threatened by you and their instincts will be to resist you.
- This one will seem all too obvious. People don’t ask for the contact information or close for the appointment. I know, you’re thinking who would go through the motions to get a lead or appointment and not close for it, a lot do not; that’s why I’m including it here so you don’t make the same mistake. This includes those marketers who think they ask. I see marketers who dance around the subject and think the prospect will be so impressed with the product or service or presentation they’ll offer up their contact information and beg to have an appointment set. Isn’t going to happen. Hasn’t happened in my over 20 years of doing this business and I’ve never known a prospect to ask a marketer, “Where have you been all these years, we’ve been waiting for you to knock on our door and take our money.” Yes I’m being very sarcastic, but you’d be surprised how many marketers think (even hope) this will magically happen. Don’t be one of them who are living in a dream world! You have to be very blatant about it and ask.
- No consistency! I see marketers who will meander around and follow the prospect and use a combination of the 4 I listed here previously. These marketers think they have to be agile and think on their feet because, “every prospect is different” or so they think. Unfortunately these marketers are confusing to the prospect. They have no system for asking for information or an appointment.
Effective Lead Capture
Effectively getting a prospect’s complete contact information and transitioning to setting an appointment with them relies on the following 5 points, based on my proprietary lead capture system.
- Expect to get the lead
- Get past the idea that you’re a sales person
- Understand that most people you make an offer to are not ready to buy anything
- Never apologize for showing up at their door
- You’re providing tremendous value beyond just offering a superior product or service
Silver Level members and higher have direct access to my specific scripting and detailed information on my lead capture system. Also members get a complete breakdown of the mindset and methodology behind the entire system.
Even using my system you will still get ‘sales-type’ objections. Overcoming them is more easily accomplished using my system than taking the ‘sales’ approach. Listen to the live recording from my Silver Telecoaching call for the specific responses I teach students.
Canvass King member are entitled to specific access to me based on their level of membership. If you have questions about this topic or becoming a member you can reach me at www.AskTheCanvassKing.com
Committed to your canvassing success,
Chris Thompson, The Canvass King