What good is all of the work to make your website generate sales leads if your emails turn your sales leads away? This article is about responding effectively to contact form leads to close the sale.
Those of you who know me know I like to start with the summary - usually bullets. So, here are the basics of writing email responses that sell:
- Respond fast!
- Write professionally but personally
- Use your site as a tool
- Upsell & plug
Respond Fast
Responding to contact form sales leads fast (immediately when possible) can have a dramatic impact on the customer. I have seen people buy a product just because they got a fast response. The top two reasons I see/hear for the positive responses to fast responses have to do with timing and perceived service quality.
First, when a person needs a product fast (or now) and you are the first to respond, he will often buy just because he can be done with the whole transaction now. His goal was not to spend the day SEARCHING for a widget. The goal was to a BUY a widget. Let him buy your widget and let him get on with his day. The second reason is that when you repsond quickly, you are perceived as attentive and service-oriented - something for which many people are very willing to pay extra. It is absolutely best if you will follow up your fast email with good service as this will usually pay you dividends through repeat sales (different topic).
Write Professionally but Personally
Dear bob. aww heck, I don’t know why you came here but this is horribly unprofessional and negative sounding, isn’t it? HOW ABOUT THIS? HOW LONG WOULD YOU LIKE IT IF I CONTINUE WRITING LIKE THIS? WHAT FI I MISPEL A FEW THNGS? thanx Chris
Writing professional sales lead responses is a topic all it’s own and I will cover it soon. Professional email responses that sell are spelled correctly, confident, polite, concise, accurate, personal, helpful, use proper punctuation, and follow a proper format. Seems like a lot in one email? It does not have to be. Besides, it is worth it if you want the sale. Here is an example of a generic, but proper, contact form email response:
Dear Mr. Smith,
Thank you for visiting http://www.leadoptimize.com/.
Lead Optimize: The Book will be out later in 2007 - probably the 3rd quarter. I can certainly update you when it becomes available and will add you to my update list now. For now, please enjoy the articles in the blog and website and always feel free to contact me with questions, comments, and requests. I always respond as quickly as possible.
Thank you,
Chris Denny
That email is short, addresses my lead professionally and personally, uses proper format (greeting, body, salutation), includes the domain name, helpful (by giving information and links), confident, polite, short, and is spelled correctly.
You might not care if responses from other sites to you are casual and unprofessional but most people do - even if they will not tell you. You are a professional - an expert in your field - so please present yourself as such. There are many classes on the topic of professional writing available all over the place. Check your local library, community colleges, or look for online courses. They are usually short - typically a couple of two hour sessions - and you will reap the rewards through more sales from your contact form leads.
Use Your Site as a Tool
Use your site as your sales material. Your website is like a powerpoint presentation you can show the world. Engage your leads with links back to your site. Get them to visit the site again whenever possible. Notice in the email reponse example above, I added links back to the site. The intention for the links is to be both helpful and engaging. Another way to use your site as a tool is more direct. Leads will often ask you a question that can be answered in detail with information available on your site. In this case, respond to the contact form lead with a professional email that includes a short answer, your questions about their project and needs (because your goal is to sell), and a link to the page on your site that contains more detailed information about her question. This brings your lead back to the site and gives her the answer she was looking for. You want to engage your customer - get her involved with your company. Make your website her source for answers and products. Additionally, using your site this way will save you time.
The idea is to engage the customer more in your site and your products/services. You want to ask the questions you would normally ask and close the sale as you normally would but it is always good to get your customers to your website. Use your site wherever it will help sell.
Upsell & Plug
“Would you like fries with that?” Upselling works. Not only does upselling add to the value of your sale but you can upsell products that set you apart from your competitors. American Pole and Timber is one of my clients. They have a product called 21 POLY which is a polymer coating to protect wood in marine structures. *21 POLY is an excellent upsell product because not only does it add to the amount of a sale but it adds excellent value and longevity to the structure being built and they are the only company (to my knowledge) who sell such a product - and they already serve a very niche market anyway. They mention 21 POLY and its 25 year warranty to everyone who is building something on or near water. People who like the idea of it are now sold on the company because 21 POLY is an obviously great value and *American Pole and Timber has it. What is YOUR 21 POLY?
*I do not make a commission from promoting American Pole and Timber or 21 POLY from this site but do enjoy promoting my clients’ sites where possible. Contact me if you would like guidance to Lead Optimize your site.
Some leads will ask about a competitor’s product. Tell them that product is a great product smart people buy that product (read Dale Carnegie’s “How to Win Friends & Influence People
“) and mention your product and all the great features of it, too. Include a link to that page on your site and ask how you can help them.
You do not need to be salesy (in fact, it is better not to be) with your upsell or plug. If you prefer a subtle approach then go with that. A soft mention of a complimentary product is very effective. Sometimes, your upsell will be as simple as “would you like fries with that?” or “Are you interested in our *blank* service for $29.99 while we are there?” or “Since it will not affect the shipping charge, would you like to add a…?” You get the idea. If you want suggestions for upselling certain products or services, you can contact me and I will be happy to take a glance at your site and make a suggestion or two. I might even use your site as a case study for it.
Give time to your contact form leads. Respond quickly with a well-written, professional, and helpful email that leverages your site and your portfolio of products and services to engage your visitors and increase your sales. Your sales leads are given to you by visitors who decided it was worth their time and energy to contact you about your products so return the honor by giving them the attention they deserve.