Free consultations are effective lead generating tools for financial services advisors. These brief meetings introduce prospects for your business and create rapport between you and the future customer.
The problem is that it becomes harder to get warm leads to commit to consultations. In my experience, the problem can be traced to poor communication before consultation. Here are some proven strategies to boost your free consulting marketing:
Sell the meeting
Online sign-ups for free consultations are often treated as "throw-away" opportunities. Usually, the professional just puts in a button or form asking for name and contact information and leaving them there. This is the wrong approach.
You should "sell" this free consultation as if it were your most important product. Sit down and write 2-3 benefits that you will provide during the consultation. Focus on how you want to help your prospects make money, save money or save time. Tell them exactly how you want to contact them and what they will feel after the consultation. Once you breathe life into your benefits, you will find more visitors submitting requests for your consultation.
Follow-up Immediately
Send a friendly confirmation email to your customer as soon as a customer sends your free consultation form online or calls your office. This email should arrive within 1 business day of receiving the request.
In this email (or phone contact), repeat the benefits of the prospect. Your goal is to make your future customer imagine what it would feel like to do business with you. You want them to come to the consultation after they have already made the decision to do business with you. Quick and detailed follow-up is key.
Keep an eye on the mind with any contact
Resolve to stay in touch with your prospects even if the consultation doesn't end in a sale. Place your prospects contacts in your email database and send them monthly emails about your services and other useful information.
A recent survey of sales success shows that most people buy a product after 5 queries. Most sellers give up after 2 inquiries. Use your email follow-up to stay out of your mind until your prospects are ready to move on.
Make communication before the consultation as rich and advantage-focused as the actual meeting and you will see success. Remember, sales are a game of numbers and persistence. Take the time to make sure your complete consultation process is connected to success.
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