I recently received an email from one of my clients who ran an event that didn’t convert well on the day. She wanted to call and follow up with everyone who attended… but felt unsure of how to approach these calls without coming across as pushy.
So, I am incredibly excited to introduce Catherine Watkin, a sales expert and member of our Lifestyle Business System program as our guest blogger today… in her post, she shares her 8 tops tips for non pushy telesales to help you convert more sales post event.
Over to you Catherine….
The ideal outcome of a live speaking event is to have your customers commit to buying your offer on the day while they are their most excited and connected to their vision.
But the reality is that many don’t. There are things they need to check out, people to speak to, or they simply have a longer decision-making strategy and will never sign up on the day no matter how compelling your sales pitch.
One client of mine gets a consistent 10-20% conversion from sales from their one-day event which increases to 40-50% from telesales calls in the week following. Now that’s a big difference – does it make you wonder how much you are leaving on the table?
But of course this raises the question, how to make follow up telesales calls to people who attended your event without seeming to be pushy?
Do you make follow up calls after your events to encourage more sales? What difference have you noticed this makes to your overall conversion rates? Do you have any other useful tips that you can share? Please comment below and share.
Great tips. I particularly like the last point about adding value. This will help to create good will and increase the likelihood that the customer feels there is a benefit of staying part of the community.
Thanks for this post Jo, and also to Catherine for sharing this.
Thanks Catherine – this is really useful!
I attended an event last week and was hovering on their fab offer … if I had had a call within the next couple of day I probably would have signed up.
So, with your advice too I will defo follow up in future
Thanks Sam and Claire for sharing your comments. Hm, interesting that you experienced that so recently Claire – yes, so often people leave an event still very on the fence and a sensitively done follow-up call can be all the nudge they need.
I think what you’ve written is spot on.
I would add that no one should fear speaking to people!
As speakers, speaking is what we do.
I would add that if you never even think about the call being a sales call, then you have no reason not to call and have a chat!
My approach has always been, ‘I’m curious to know what you think about …’ Because as soon as you are asking for their opinion, the power shifts from ‘who is this taking up my time?’ to ‘oh, you want to know what I think’. And everyone’s got an opinion that they would love to share with us, haven’t they?
I’ve been calling people today based on Joey’s suggestion of getting people to host my events, but I don’t ask them if they want to host my events, I ask them what do they think of the idea of hosting events? Do they think people might be interested? Have they ever done something like that and if they have, how did it go?
And, you know what, they all talked to me .. some for ages!
And even if I think they might be interested, I don’t ask them if they are interested, I ask them if they would mind having a look at an email I was thinking of sending out to others about my idea. Would they give it a read and give me some feedback on it?
It works almost every time.
So my advice would be, ‘never make a sales call – instead make an interested to find out more call’.
Absolutely I like your take on it. I agree you will get so much further when you ring to ask for something – feedback, thoughts, opinions – “an interested to find out more call” as you say, and the approaches you have mentioned there are great ones. It’s also important, for people less comfortable with selling, not to fall into the trap of being so relieved that the person is talking and open that they completely lose focus on what the purpose of the call is in the first place, and forget to lead the client towards a decision. So a combination of genuine interest and curiosity plus a focus on getting an outcome are important. In a follow up call to sell after an event that outcome could be as simple as to lead the conversation to decision – whether it’s a yes or a no. I think many people falter at this because they are not comfortable being direct and then they get off the call no closer to a decision than they were before!