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November 27, 2018

The Key to Conversions

The majority of aesthetic businesses, be it clinics, suppliers, manufacturers or private doctors, know exactly how important lead generation is to survival in our increasingly competitive industry. Without an effective method of lead generation, you’re missing out on valuable opportunities to grow and expand your business.

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However, many companies that utilise even the most advanced lead generation system often fall short when it comes to following up their leads in order to convert them to tangible conversions. Without a proper system in place to follow up leads, you’ll be left unable to successfully and consistently convert interest into clients. Luckily, I’m here to share my top tips when it comes to cultivating your conversion strategy and help you maximise your potential.

Don’t Delay

We know just how hectic working days can be for those in the aesthetics industry, so it may be tempting to group leads into one task to follow up on in bulk when you have the extra time. Whilst this might be a convenient method for you, it can be detrimental when it comes to actually achieving conversions. All studies show that the most successful lead conversion practices involve follow-up less than 24 hours after initial contact. Any longer, and you risk your lead losing interest, or worse- falling into the arms of your main competitor. By following up all leads as swiftly as possible, you are keeping yourself, and your business, firmly at the forefront of the minds of the leads.

Keep It Simple

When reaching out to potential leads, it’s tempting to provide all information you think they may want to know in order to drive a conversion within the least amount of time. However, this can be pointless overall, and only result in your lead losing interest when faced with a wall of information that may not be relevant to their needs. Instead of seeing each interaction as a business transaction, entering the conversation with the goal of making a sale, instead approach with the aim of starting a conversation. Keep it brief, simple, and straightforward, working towards cultivating a relationship rather than launching into a sales pitch. Keeping it short and sweet is a proven tactic for success.

Focus on the Client

It may take more time, but potential leads are more likely to respond positively when they feel valued, so often, it will pay off if you take the time to personalise your follow up. Don’t forget, it’s likely leads will be also bombarded with attention from your competitors, so ditching the one-size-fits-all response in favour of something that feels more genuine, with a personal touch, may be the difference to making your business stand out from the crowd and contribute towards building a solid client relationship. Try engaging leads with a question crafted specifically for them to start a conversation, and watch the sales roll in.

Take the Lead

If your follow up goes well, you will, with any luck, find yourself arranging a time to speak, either on the phone or in person, in order to further the process. However take care if your efforts to avoid being ‘pushy’ mean that you end up being vague about a specific day or time to get to the next step. You want the timing to suit you / the clinic availability so do take take the reins and suggest a specific time to reconvene, as this has a far higher rate of success. It provides leads with something concrete they’re obliged to reply to, rather than the option to use vague timings to drop or ignore the conversation.

Finding a lead conversion strategy that works for you is highly personal to each and every business, and it may take some trial and error to figure out what best works for you. However, try integrating my tips into your strategy and notice how even the smallest changes can make a difference.

For more information, please do get in touch.

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