Old Leads Are Cold Leads and My Olympic Experience

This is one of the hottest summers on record. I live in Phoenix, just ask me what 113 degrees feels like. Yuck! All over the country, our leasing teams are feeling the heat and it can be truly exhausting. By mid-July we are wearing down from this long hot summer yet we need to keep our leasing productivity HOT! The quickest way to get there is to touch something COLD, your Internet leads.

80% of potential sales are lost due to lack of follow-up. This is one of biggest mistakes people make in marketing. Do you want to know how you could increase web conversions and sales by as much as 400%? The secret lies in what you do after you generate a qualified lead. The steps you take next to build a relationship and help your prospect get what they want make all the difference. Most people are so focused on getting qualified leads that they neglect to put their web site marketing and Internet Listing Service follow-up systems in place to convert leads to sales. It’s so important that I’ll say it again;

…with better follow-up, you could increase web sales by 400%.

In just a few days the World’s attention will be on London for the start of the 2012 Summer Olympic Games. This is always an exciting time for me as I reminisce about the 1996 games in Atlanta. I tried out to be a placard bearer in the opening and closing ceremonies and got picked! The day of the opening ceremonies it was 111 degrees on the tarp that covered Turner Field. Our energy was draining but continued to be refueled by the excitement of meeting our teams and seeing Mohamed Ali light the torch.

I ushered the great country of Azerbaijan into the games proudly holding their county’s sign alongside the flag bearer. I call them a great country and it has nothing to do with their politics which I know very little about. What I know is about the athletes that represented their country in 1996. It was their first year competing as an independant country after breaking off from the “Unified Team” also known as Mother Russia. Azerbaijan’s uniforms were mismatched and used. Russia looked smashing in their red suits and hats. (Did you think I would get through this blog without a little fashion commentary?!?) It was clear they had little resources and training opportunities but they had a lot of ambition and a plan to win. At closing ceremonies we gathered again for a celebration in the stadium. It was truly exciting to see these inspiring athletes wearing medals they had won. They were singing and dancing with athletes from all over the world. As for me, I was just proud to be a part of the biggest moment in their life and wear a silver medal won by a hot wrestler named Namik!

Imagine you were training for the upcoming summer Olympics. You’re a runner and want to win gold this year. You get a new pair of shoes to help you in your medal quest. Then you map your workout plan. With your coach at your side you identify which exercises to do and when to do them. Each day until the coming Olympics you eagerly show up at the weight room and the track. What happens? Each week your strength and speed improve and you become a stronger competitor increasing your chances of winning a gold medal.

Now imagine a competitor who wants to win but after signing up for the team, didn’t show up for practice. Who do you think is going to win? The person who follows up on their commitment with a series of planned activities or the one who neglects these? Web site marketing is like training for the Olympics but with a whole lot more gold medals available! Start with a lead, regular follow up and you can win many more customers.

You could continue marketing the same way and get the same results, or you could discover the lead generation and follow-up activities that can increase your sales by 400% or more. Just as in training for the Olympics, what you do and when is critical. Use these 7 follow up ideas you to increase your sales.

1. Act Immediately
Old leads are cold leads. Use automated email responses or voice messages to instantly acknowledge a prospect’s interest and give them the information they requested. If you plan to call them, let them know when you’ll call. If you’ve offered something free to entice them to respond, deliver it instantly.

2. Use Curiosity to Motivate
The most powerful motivator in marketing is human curiosity. Tempt your prospects with something they want and pique their interest to prompt them to visit your community or to call you to get the details. I feel it is important to have a contact from that asks questions that give you the clues you need to understand their hot buttons. When you use these hot buttons in your response, you will capture their attention.

3. Create A Sense of Urgency
People are prone to procrastinate, just ask me, I started writing this blog in June! We put off doing things even when we want and need something. Give them a reason to act immediately, such as a limited time offer.

4. Educate Your Prospects
Customers may not have an immediate perception of their need for what you provide. What makes you unique compared to the competition? This product differential must be front and center in your marketing. Use each contact to help them define a problem or concern and demonstrate that your product or service is the solution.

5. Build a Relationship
The stronger your relationship with your prospects, the more likely they’ll be to turn to you when they are ready to make a purchase. Do most men or women propose on their first dates? Of course not! And if they do it is my personal experience you should RUN! It takes time and repeated contact to establish the basis for a long lasting, mutually beneficial relationship.

6. Give Special Attention to Prospects that Demonstrate An Interest
Let’s say you sent out a special $100 discount email offer to your prospect list. Typically, 10-16% of your prospects will open the email, and a much smaller percentage will act on it immediately. Go back with an even stronger call to action to the people that opened your initial email. You’ll find that approximately 50% will open it and you’ll sell a lot more of your product and services.

7. Use Automated Systems to Follow-up
Set up your email auto responders to do your follow-up for you. Use each email contact to educate and motivate your prospects and tell them about your limited time offer. Remember that prospects are more likely to buy after six contacts, so use a series of six emails spread out over two weeks. However, this does not excuse the need for human contact. Reach out!

Want to earn gold with your business? Like Olympic athletes you need more than goals. You need a follow up strategy and system. Put these in place and you can capture the 80% of potential sales you’re missing.

"Don't Call Me. I Won't Call You." Great Article from NYTimes.com

Don’t Call Me, I Won’t Call YouBy PAMELA PAUL
Published: March 18, 2011

NOBODY calls me anymore — and that’s just fine. With the exception of immediate family members, who mostly phone to discuss medical symptoms and arrange child care, and the Roundabout Theater fund-raising team, which takes a diabolical delight in phoning me every few weeks at precisely the moment I am tucking in my children, people just don’t call.

It’s at the point where when the phone does ring — and it’s not my mom, dad, husband or baby sitter — my first thought is: “What’s happened? What’s wrong?” My second thought is: “Isn’t it weird to just call like that? Out of the blue? With no e-mailed warning?”

I don’t think it’s just me. Sure, teenagers gave up the phone call eons ago. But I’m a long way away from my teenage years, back when the key rite of passage was getting a phone in your bedroom or (cue Molly Ringwald gasp) a line of your own.

In the last five years, full-fledged adults have seemingly given up the telephone — land line, mobile, voice mail and all. According to Nielsen Media, even on cellphones, voice spending has been trending downward, with text spending expected to surpass it within three years.

“I literally never use the phone,” Jonathan Adler, the interior designer, told me. (Alas, by phone, but it had to be.) “Sometimes I call my mother on the way to work because she’ll be happy to chitty chat. But I just can’t think of anyone else who’d want to talk to me.” Then again, he doesn’t want to be called, either. “I’ve learned not to press ‘ignore’ on my cellphone because then people know that you’re there.”

“I remember when I was growing up, the rule was, ‘Don’t call anyone after 10 p.m.,’ ” Mr. Adler said. “Now the rule is, ‘Don’t call anyone. Ever.’ ”

Phone calls are rude. Intrusive. Awkward. “Thank you for noticing something that millions of people have failed to notice since the invention of the telephone until just now,” Judith Martin, a k a Miss Manners, said by way of opening our phone conversation. “I’ve been hammering away at this for decades. The telephone has a very rude propensity to interrupt people.”

Though the beast has been somewhat tamed by voice mail and caller ID, the phone caller still insists, Ms. Martin explained, “that we should drop whatever we’re doing and listen to me.”

Even at work, where people once managed to look busy by wearing a headset or constantly parrying calls back and forth via a harried assistant, the offices are silent. The reasons are multifold. Nobody has assistants anymore to handle telecommunications. And in today’s nearly door-free workplaces, unless everyone is on the phone, calls are disruptive and, in a tight warren of cubicles, distressingly public. Does anyone want to hear me detail to the dentist the havoc six-year molars have wreaked on my daughter?

“When I walk around the office, nobody is on the phone,” said Jonathan Burnham, senior vice president and publisher at HarperCollins. The nature of the rare business call has also changed. “Phone calls used to be everything: serious, light, heavy, funny,” Mr. Burnham said. “But now they tend to be things that are very focused. And almost everyone e-mails first and asks, ‘Is it O.K. if I call?’ ”

Even in fields where workers of various stripes (publicists, agents, salespeople) traditionally conducted much of their business by phone, hoping to catch a coveted decision-maker off-guard or in a down moment, the phone stays on the hook. When Matthew Ballast, an executive director for publicity at Grand Central Publishing, began working in book publicity 12 years ago, he would go down his list of people to cold call, then follow up two or three times, also by phone. “I remember five years ago, I had a pad with a list of calls I had to return,” he said. Now, he talks by phone two or three times a day.

“You pretty much call people on the phone when you don’t understand their e-mail,” he said.

Phone call appointments have become common in the workplace. Without them, there’s no guarantee your call will be returned. “Only people I’ve ruthlessly hounded call me back,” said Mary Roach, author of “Packing for Mars.” Writers and others who work alone can find the silence isolating. “But if I called my editor and agent every time I wanted to chat, I think they’d say, ‘Oh no, Mary Roach is calling again.’ So I’ve pulled back, just like everyone else.”

Whereas people once received and made calls with friends on a regular basis, we now coordinate such events via e-mail or text. When college roommates used to call (at least two reunions ago), I would welcome their vaguely familiar voices. Now, were one of them to call on a Tuesday evening, my first reaction would be alarm. Phone calls from anyone other than immediate family tend to signal bad news.

Receiving calls on the cellphone can be a particular annoyance. First, there’s the assumption that you’re carrying the thing at all times. For those in homes with stairs, the cellphone siren can send a person scrambling up and down flights of steps in desperate pursuit. Having the cellphone in hand doesn’t necessarily lessen the burden. After all, someone might actually be using the phone: someone who is in the middle of scrolling through a Facebook photo album. Someone who is playing Cut the Rope. Someone who is in the process of painstakingly touch-tapping an important e-mail.

For the most part, assiduous commenting on a friend’s Facebook updates and periodically e-mailing promises to “catch up by phone soon” substitute for actual conversation. With friends who merit face time, arrangements are carried out via electronic transmission. “We do everything by text and e-mail,” said Laurie David, a Hollywood producer and author. “It would be strange at this point to try figuring all that out by phone.”

Of course, immediate family members still phone occasionally. “It’s useful for catching up on parenting issues with your ex-husband,” said Ms. David, who used to be married to Larry David, the star of “Curb Your Enthusiasm.” “Sometimes when you don’t want to type it all, it’s just easier to talk.”

But even sons, husbands and daughters don’t always want to chat. In our text-heavy world, mothers report yearning for the sound of their teenage and adult children’s voices. “I’m sort of missing the phone,” said Lisa Birnbach, author of “True Prep” and mother of three teenagers. “It’s warmer and more honest.”

That said, her landline “has become a kind of vestigial part of my house like the intercom buttons once used in my prewar building to contact the ‘servants quarters.’ ” When the phone rings, 9 times out of 10, it’s her mother.

There are holdouts. Radhika Jones, an assistant managing editor at Time magazine, still has a core group of friends she talks to by phone. “I’ve always been a big phone hound,” she said. “My parents can tell you about the days before call waiting.” Yet even she has slipped into new habits: Voice mails from her husband may not get listened to until end of day. Phone messages are returned by e-mail. “At least you’re responding!”

But heaven forbid you actually have to listen — especially to voice mail. The standard “let the audience know this person is a loser” scene in movies where the forlorn heroine returns from a night of cat-sitting to an answering machine that bleats “you have no messages” would cause confusion with contemporary viewers. Who doesn’t heave a huge sigh of relief to find there’s no voice mail? Is it worth punching in a protracted series of codes and passwords to listen to some three-hour-old voice say, “call me” when you could glance at caller ID and return the call — or better yet, e-mail back instead?

Many people don’t even know how their voice mail works. “I’ve lost that skill,” Ms. Birnbach said.

“I have no idea how to check it,” Ms. David admitted. “I can stay in a hotel for three days with that little red light blinking and never listen. I figure, if someone needs to reach me, they’ll e-mail.”

“I don’t check these messages often,” intoned a discouraging recorded voice, urging callers to try e-mail. And this is the voice-mail recording of Claude S. Fischer, author of a book on the history of the telephone and more recently, “Still Connected: Family and Friends in America Since 1970.”

“When the telephone first appeared, there were all kinds of etiquette issues over whom to call and who should answer and how,” Dr. Fischer, a sociology professor at the University of California, Berkeley, told me when finally reached by phone. Among the upper classes, for example, it was thought that the butler should answer calls. For a long time, inviting a person to dinner by telephone was beyond the pale; later, the rules softened and it was O.K. to call to ask someone to lunch.

Telephones were first sold exclusively for business purposes and only later as a kind of practical device for the home. Husbands could phone wives when traveling on business, and wives could order their groceries delivered. Almost immediately, however, people began using the telephone for social interactions. “The phone companies tried to stop that for about 30 years because it was considered improper usage,” Dr. Fischer said.

We may be returning to the phone’s original intentions — and impact. “I can tell you exactly the last time someone picked up the phone when I called,” Mary Roach said. “It was two months ago and I said: ‘Whoa! You answered your phone!’ It was a P.R. person. She said, ‘Yeah, I like to answer the phone.’ ” Both were startled to be voice-to-voice with another unknown, unseen human being.

Before you say hello, you must learn to say goodbye.

I once had a boyfriend was obsessed with Internet checkers. If I happened to call him in the evening and he was relaxing at home, he was usually on his computer playing checkers. How did I know? I could hear the click of the mouse in addition to being distracted from our conversation and it did not make me feel good. The caller can tell when you are not listening and this is something that may make them feel less important. Our customers (and your girlfriend for that matter) should never feel like they do not have your attention.

The resident or future resident should feel like you are interested in what they have to say and their business is important to us. Pull away from distractions and make this important caller the center of your attention. It might be the needed behavior for setting an appointment with a future resident, letting an existing resident know we appreciate their business or for your girlfriend know she is important to you.