Let me set the scene. Your email alert goes off. You look down at your phone and see it’s an Internet lead. You immediately call them. No answer. Then you send them an email. No reply. You finally text them and it goes ignored as well. How in the hell were they interested enough to submit their info just minutes before but now they are a ghost?
- Did they get kidnapped?
- Were they abducted by aliens?
- Should you call 911?
Before we call the cops, let’s review the situation here. Looks like they went through the typical 4-step ghost lead process. They were online. They saw your offer. They submitted their information. They disappeared. Did they get “buyer’s remorse”? Maybe they are just busy. I’m about to help you find out.
I’m gonna be real with you here. I love the feeling of getting leads. Matter of fact, so far this year alone I’ve generated over 18,000 leads for Hardcore Closer programs. I’ve sold over 5,000 of them something. Where in the hell are the other 12,500 people who said they wanted to talk? As much as I love getting leads, I hate not being able to contact them. Sh*t reminds me of when I was a kid and mom told me dad was coming home for Christmas and he never showed. These leads be messin’ wit my head man…
Before I share my magic email with you, let’s talk numbers for leads.
If you’re beating these numbers you’re doing good. If you’re falling below them, you need to step up.
For every 10 leads you get, you should be able to make contact with 3 of them. Out of those three leads, you should expect two of them to go ghost on you after the third contact. Especially if you sell something with a long sales cycle, like real estate. This leaves you with one out of every ten leads that are a potential sale. It’s not a sure thing, but at least you got something on the hook. Your goal should be to have a 10 percent or greater lead conversion.
Now that you have the expectations set on what your conversion percentage should be, it’s time to make a mindset shift on what to do with the other 90 percent of your leads. First off, you need to accept that losing 90 percent of your leads is totally okay and normal. Like I mentioned if you can lower that number great, but nothing is wrong with a 90 percent loss rate. Think of cold calling, you gotta make 100 dials to close one deal. Same goes for all leads due to them disappearing.
If you’re gonna lose 90 percent you’ve got to focus on the right 10 percent.
You can’t spend your time chasing trash leads; you must spend your time working the right 10 percent. When you know you’re going to lose 90 percent of your leads, you gotta make the 10 percent count.
Also, you must understand that emails go to spam. People give burner emails that they only check every now and again. As much as you might not want to, you’ve gotta text your leads. That’s right, you must send texts to your leads. Fourteen percent of emails get read, yet 90 percent of texts get read. Go where the eyes are. Their eyes are on text messages, not emails. If you can’t get them to respond via email, you need to text them.
It’s important to note that when I say 90 percent of your leads will get lost, these are just the facts. Most salespeople have no long-term follow-up plan or automatic system in place. Truth is, the FU money is in the follow-up. You can recoup a lot of the 90 percent by following up weekly. Sadly, most salespeople won’t and don’t do proper follow up.
Now, let’s talk about what it takes to get someone’s attention who’s avoiding you. You’re gonna need a combination of scarcity, urgency, a call to action, a reward for taking action and a penalty for staying silent. This is the winning combination that gets the silent speaking.
Here’s the script. I call it the Triple L email (Lost Lead Letter)
Have you stopped looking for (insert result)?
(First name), recently we received your information in regards to (offer). I’ve personally attempted to reach you several times via phone, email and text. I believe you may have accidentally signed up for the wrong offer because most people who reach out to us end up taking advantage of our offer within 10-15 minutes.
I’ll be removing your contact information and never contacting you again if I don’t hear from you in the next 48 hours. If you are no longer interested in our product, I surely don’t want to continue taking up space in your inbox. We clean our email lists up often so we are in compliance with the CAN-SPAM Act.
If you are still interested and want to take advantage of our offer, I’ll give you an additional 10 percent off the price but ONLY if you respond to this email in the next 48 hours. Two days from now the offer and my emails go away forever.
Have a great day,
Now I know the normal human tendency is to knock the simplicity of the above email. Remember though, simple sells!
This email contains all 4 triggers that cause people to take action. It’s also very short and to the point. I’m no longer selling a product; I’m offering them the chance to sh*t or get off the pot. Or as I like to say “buy or die.”
If you’ll also notice, I blamed a third party for removing them from my list. I blamed a government act and us wanting to stay in strict compliance, which is respectable, instead of being direct and telling them they are being removed under suspicion of kangarooism.
Try and send this email out to your old leads today. I’m confident that you’ll find some of those folks who were in hiding, will come out. They just needed the right incentive to make a move. This email works. Try it. For more awesome training and ideas like this, join our mastermind at www.breakfreeacademy.com/entourage