We train our sales teams to take leads through a four-step process: Engage, Educate, Qualify, Close. As mentioned before, we always have at least two people on a team: our Appointment Setter and our Consultative Closer (we usually call them Assistant and Premier Coaches when talking to your prospects).
Our appointment setters are responsible for taking the leads and initiating the Engagement process. They do whatever it takes to start a conversation. We start with “warmish” leads – people who have opted in for something like a free newsletter or recorded webinar – and this allows our appointment setters to ask some simple questions: “Did you receive the materials? Do you have or want to start a business? What are you doing now? What are you looking for?” and start establishing a personal connection.
Next, our appointment setters are responsible for Educating. We’ve found that people may not remember who you are – you’re just another name in a sea of info-marketers. We need to remind them who you are and what you do and why you’re unique. So we take them through an Education process. We like to use live virtual events, because they usually gain higher commitment levels, but not all clients use webinars. We can use any media you offer that allows people to get to know you better.
So once our Appointment Setters have engaged the prospect and shared some valuable content, they follow up. If it’s a webinar, the prospect gets a confirmation email and a post-event phone call. If it’s a book, we call a few days later – “Hey, did you get the book? What did you think of chapters 2 and 3? I thought those would really address that problem you mentioned during our conversation last week” – allowing them to re-connect to the prospect’s goals and pain.
In order to motivate your customers to their highest potential, you must
…and then CLOSE!
Once they’ve Engaged and Educated, our appointment setters Qualify the prospects. This step is crucially important and it’s one of our Signature Processes. We always take a prospect through an assessment. Our assessments are anywhere from 15 – 30 questions long and take 20 – 60 minutes to complete, depending on the level of interaction by the prospect. But the assessment process really amounts to an intense conversation where our appointment setters ask powerful, transformational questions that uncover the prospect’s deepest pain points – and in sales, that’s where we need to go! We have to find the need and sit with the pain in order to find the right solution for a customer. Our assessment really pulls out all of that information in a very safe relationship context.
The appointment setter is sifting through this information, looking for a particular profile, because you have a unique ideal target market who has a certain objective, who wants a certain result, who has a certain budget, right? This assessment is designed to get to those answers quickly and with precision:
Are they going to be a good match for your offering? and do they have the right budget for your programs?
IF they qualify – they’ve gone through the assessment with our appointment setter and the appointment setter says “Yes, I believe this is a high-quality lead” – then they schedule a consultation with one of our “Premier Coaches”, our Consultative Closer. They carefully build up the value of this consult and position the closer as a “rock star” in the business world. They say something like: “So-and-So is a fantastic business coach. He’s written a best-selling book and has made millions of dollars in revenue for his clients. You’re so lucky to be getting 30 minutes of his time!” (which is true for most of our closers – we attract superstars!
That way, when the prospect finally gets on the call, they have the right mindset to really listen to and implement the closer’s suggestions. It puts the closer in a position of authority so they can speak directly into that prospect’s life and coach them to move forward.
Since the prospect has already been educated and qualified; because there’s a foundation of support and trust has already been created, the closer is allowed to establish a powerful upfront contract:
“Today we’re going to evaluate whether or not this program will be a good fit for you and whether or not you are a good fit for our program. If at the end of this call, I do not invite you to move forward with our company, please don’t be offended. On the other hand, if I do invite you into our program, I’d like you to give me a yes or a no. Can you do that for me?”
Thus, our sales process ensures that your most highly-skilled team member is focused exclusively on your most qualified prospects. It really is the most efficient system we could create and after a prospect has gone through every step, our closer is able to achieve ridiculously high conversion rates. Even people who get disqualified or who choose not to move forward right away, they are so grateful that they send us stories telling us how their consultation with our coaches was transformational and changed their business paradigm:
“The session with [the Closer] was very encouraging and clarifying. I thought I had my inner saboteur clearly identified but it came out during the session… [She] helped me see what wasn’t working in a very honest way. I was thinking of signing up for the Gold package because that already is a stretch for me, but she encouraged me to go for the Platinum and set up an action plan to earn £1000 more a month at least using my gifts. I have already sent her 10 ideas to increase my income that I can act on right away. She replied with notes about how to go about all of them and encouraged me to chose three to do right away. It was a great to have that immediate feedback about what to do.”
These consults are an amazing opportunity to connect with people and give them real value while you’re closing them into a program that you know will take them exactly where they want to go. So prospects walk away from your brand feeling enthusiastic and empowered. Even if they don’t end up as your customer, you have given them an incredible experience and you will continue to benefit from that goodwill that they carry towards you and your organization. And isn’t that what we want? Little goodwill ambassadors telling others about your amazing brand?
So, in the end, our sales process takes a lot of low-end passive leads – people who have no idea who you are or what they’re getting into… people who clicked on your squeeze page because they have a button-clicking addiction – and it turns them into your highest-end, most fully committed clients, the people with whom you really want to establish long-term relationships…. and it does this for you EVERY SINGLE DAY.
- Posted by Virtual Coaching Sales Team