how to use your website to shorten your enrollment / sales cycle
however most of us have also ended up with too many people who were taking too long to enroll or “think about it”. If you are like me then you may have realized that while these people were for the most part eventually enrolling into your organization or buying your products or services, they were also taking too long to do this.
We have all at one time or another found ourselves with many people interested and inquiring about our organization or the services we offer, however most of us have also ended up with too many people who were taking too long to enroll or “think about it”. If you are like me then you may have realized that while these people were for the most part eventually enrolling into your organization or buying your products or services, they were however taking too long to do this.
The problem with this is obvious if you are new in the area or if you are introducing a new package or service to your community. First off the longer you take to find new users the more you increase your chances of failure either from giving up on the idea that you feel isn’t working or from the encroaching expenses.
1st off – understanding your enrollment / sales process
The sales process is the series of steps you take to enroll a new parent, patient or client into your organization. Contrary to what many people think enrolling a new person isn’t based on luck but is a process just like in a manufacturing plant. For instance your sales process might start from an advertisement in the newspaper that leads to getting an inquiry where you then convince the led to come in for a consultation or visit where you then sign them up.
Now what if, this person is still not ready to come in? Or after they come in they are still not ready to go with you? Do you throw them away and forget about them?
Integrating your website into your sales process
1. Pre-Sell them on why you are the best option compared to other options that they have available
Lets say you first got your initial lead or inquiry, then right after your first phone conversation your goal should be to try and direct this person to your website so they can find out more about you, see how you are unique compared to other people & most importantly for you, to help you determine if they are a good fit for you. This is especially important since you don’t want to meet with everybody who claims they are interested. If you have served other people in the past then you would know that not all customers are equal and that there are those you would rather not take on due to either the stress they might inflict on you or simply because they might not be able to afford and end up negotiating too much and devaluing the service you provide. Your website should thus serve to position you the right way while also building rapport and trust with them.
2. Post selling them after your appointment
If you finally met with the interested person then the next step whether or not they enrolled or didn’t is to followup with them right away, this has 2 effects:
- If they just enrolled then it helps reduce the buyer remorse that they might feel latter on by reminding them the reasons they chose you in the first place.
- If they didn’t enroll the extra ‘touch’ could be just what they needed to tip them over.
Needless to say the structure of what to say, when to say it and what medium to use to say it, is also very critical.
3. Keep nurturing them till ready or next time
Even if you fail to turn them around with your communication from step 2, you then launch into your ongoing nurture program where you take these leads and keep staying in communication with them till they get ready or even if they went with a competitor you still want to remain in their radar in case something changes.
Perhaps the biggest challenge for most organizations will be in categorizing the various leads, past clients and general contacts that they have dealt with into different buckets and then deciding on the most relevant content to drip on each category.
An important thing to note here is that your website should always be the hub of all your communication & content.