3 Bridges between Conversion and Intro Call
Build better bridges between lead conversions and your Intro Call
In this Lab Report:
Time kills Deals so speed to lead is important. Time the most valuable thing you have so you need to invest it wisely. How do spend time on good Fran Dev leads and chase fewer bad leads? By building better bridges between lead conversions and your Intro Call and aligning them with where your prospects are in their journey.
Why this matters
You need to get leads on Intro Calls to start your sales process but chasing leads that raise their hand and then never engage is a terrible use of your time. It’s also a critical reason to track Closed Lost Category of Deals or Lead Status.
There are two major factors that govern whether you can get leads on an Intro Call.
Your Prospect
Your Systems
If the only way you can handle leads is by calling them 5 times in a row as soon as they submit a form, you’re going to burn a lot of calories and get subpar results.
There are many ways to bridge from a lead converting to getting them on an Intro Call, but the fall into 3 main archetypes. Not everyone who submits a form is ready to talk right now. You need to serve those people while routing the people who are ready to talk to a Rep.
And provide a world-class experience that exceeds everyone’s expectations and builds their trust in your franchise.
Which is to say: Your Systems need to work for you and for your Prospects wherever they’re at in their journey.
So use one of these 3 archetypes to bridge your leads from conversion to booking an Intro Call.
Here are the three bridges
Exactly how you would use these bridges depends on your franchise, the content you have, and the tools at your disposal.
They are also not mutually exclusive. Your prospective franchisees need different kinds of support at different stages of their journey. You can choose the right bridge for the context.
1. Chase Them
When most Franchises say “speed to lead” this is what they mean. “How fast did you try to call the prospect?” In a world without SPAM form submissions, people that never respond, blocking unknown numbers, call screening, and leads who say they never filled out your form, this would be the ideal approach.
But that’s not the world we live in.
If a prospect is ready to talk right now this works, especially if your conversion flow and call to action clearly and explicitly say “I want someone to call me”. Not an ambiguous “learn more”.
Those are usually the minority so Reps spend a lot of effort chasing bad leads.
What this looks like:
Prospect submits a conversion form on your website for initial interest
Spring into action! Alert your Rep of the new lead in HubSpot.
Direct dial them 3 times, email, and text them immediately.
Consider this approach:
For CTAs deep in research content on your site and that very very clearly ask for a call.
For other inquiry forms only if:
You have a low lead volume
You have very low ghost/no contact rate, less than about 15%
You don’t have content to support nurturing
2. Convert and Ask for the Call
This is a first step toward being responsive to interested prospects but not wasting time chasing bad leads. You can offer a useful resource (like a research document) for the form submission. You offer engaged, active researchers the ability to book a call immediately. Tire kickers get a resource that can help them decide where to go next. SPAM submissions or leads that never take another action don’t keep your Reps from focusing on engaged prospects.
What this looks like:
Prospect submits a conversion form on your website for initial interest.
The post-conversion Thank You Page immediately displays a Book a Meeting call to action.
The prospect is enrolled in a nurture flow with information about your franchise that also presents CTAs to book an Intro Call.
If the prospect is engaged in the flow (opens and clicks emails, visits your website, etc.) but didn’t doesn’t a meeting, the Rep is alerted to reach out.
Consider this approach:
For first-touch conversions. This is a good starting point.
If you have meaningful content to support the nurture flow. These can’t be desperate “please talk to us” emails. You have to provide value to your prospect.
3. Support Their Process
This takes the previous approach a step further with additional content and automation tools. It enables in-depth, self service research that helps your prospects self-qualify and gives you the signals you need to identify your most engaged leads and over time, see what content is most engaging for those prospects.
What this looks like
Prospect submits a conversion form on your website for initial interest
Deliver a Guided Research resource (a document, videos, tools, a “research portal”, etc.). This can be a downloadable or gated resource on your website.
Enroll them in a Dynamic Nurture Sequence.
Stay at the top of their inbox with messages that reiterate and highlight the content in the Guided Research. Link back to the resource.
Include CTAs to book an Intro Call in the sequence.
Set a reasonable threshold for the manual engagement triggers so that when prospects are engaging with the Content, they exit to a sequence branch that hands off to the Rep to reach out.
Include Call Booking links and “take the next step” forms/links in the resource for interested prospects who are engaging with the content.
If you’re hosting the resource on your use frequent or repeated visits to alert Reps that prospects are engaged.
If prospects are engaged but don’t book a meeting, add them to remarketing lists, longer term drip campaigns, etc.
Consider this approach when:
You have high quality, engaging content. Information about your franchise but also customer testimonials, Franchisee testimonials, video, executive interviews, etc.
So…now what?
Which of these is most similar to your current conversion flow?
Which of them would serve your prospective franchisees best?
What’s stopping you?
Looking for help building or strategizing this for your Franchise? Let’s talk.
See you in the next Lab Report.