The "Be Back" Eliminating
Iron Clad Lead Capture System

 

How many people call your store every month?

How many come into your store every month… but don’t buy. How many visitors do you get on your website?

Do you know who these people are?
Are you following up with them after they have raised their hand to buy?

I was talking with Giff Gates of Gates Furniture in Oregon not too long ago. I shared with him this strategy and I could literally hear his jaw drop over the phone.

Our conversation started out with me asking him these questions. Giff is a very good businessman, and he keeps very good track of his numbers. He has a 30+ percent closing ratio. He has about 1250 ‘walkers’ or ‘be backs’ leave his store every month without purchasing.

 

After a little more conversation, he lit up saying

“I have over 1200 people walking out my front door without buying,
and I don’t even know who they are… how to get them back into the store!”

This is the principle behind the Iron Clad Lead Capture System™. This is one of the most inexpensive yet EFFECTIVE strategies we share. Plus it allows you to use your advertising dollars more effectively.

It is probably obvious to you now, how you can use the information you collect from walkers, website visitors, and phone calls to turn them into money.

 

In this article I am going to share with you some specific strategies on how to get the information in the first place. You might be saying to yourself, “I don’t like giving out my personal information. I don’t think that will ever work.”

And you’d be right…if you just started asking people to give you their private contact information without giving them a good reason…or in marketing terminology an irresistible offer.

 

What can you create that is so compelling that people would be crazy not to give you their contact information in return? It doesn’t have to cost you anything in some cases. In other cases it can be a small gift that costs very little.

The offer I suggest using is valuable information of some kind. Create a report, a consumer advisory that helps the buyer make an informed decision. Make it exciting and offer a benefit for those who read it. One example could be “How To Avoid The 7 Deadly Sins Of Furniture Buying.”

The first thing consumers want before making large decision is to be informed. They want information! So give it to them, in the form of a report or advisory.

Now let’s talk about the process to actually collect the information.

 

Iron Clad Step 1…On The Phone

 

When a cold prospects see’s your advertising and wants further information, many times they’ll call the store before taking the time to drive in. So what are you doing to collect their information and follow up with them. You already know at least two things about this customer.

1. They are looking for a specific piece of furniture, and

2. They know who you are and are interested in potentially buying from you.

You can see now, how much money you are walking away from if you let them call in, ask a question, talk to a sales person, and you don’t get any contact information. They will be buying from someone sometime. It may not be right now, but eventually they will be buying.

So here’s the solution, follow this formula already created for you to get the prospects to give you the information you desire and you’ve just plugged a HUGE hole in the bottom of your leaky marketing boat.

 

Educating your staff is critical!

 

The staff, specifically those who answer the phone, must be aware that their first priority is sales and lead collection. Not paperwork, not processing, NOTHING else is as important as collecting these leads. The receptionist or secretary must understand that they are just as important as the sales people for the success of your company. This can be a hard pill to swallow and may take some time to turn around, but nonetheless, it is critical.

So you’ve let the staff know that their responsibility is to capture lead information, and they will be held accountable. To verify this you can check the number of incoming phone calls and compare it to the number of leads. Then check the percentage that are getting collected.

Next, you need to give a script to the staff and have them use it. Then make sure and follow up daily with how many leads they get. Make sure those leads get entered into the database for warm leads. DO NOT get lazy here. It’s easy to get the information and let it sit on the desk and then get pushed under a pile of paperwork. The same day you get the information it should go into a database electronically, no waiting.

 

Iron Clad Step 2…On The Floor

 

The process for capturing the information in the store is much the same. It will become the salespersons job to do this. Typically the receptionist will not have developed a sufficient relationship with the person to get this information.

While the prospect is looking around the store, you’ll have someone approach them with a gift of some kind. DO NOT have your salespeople approach and ask “May I help you?” This is DEADLY. We all know what the response is to that.

So they approach with a bottle of water, or soda or even a “special offer coupon” whatever it is you come up with. Make the approach non-threatening.

Script:

“Hey there, we want to always make sure our clients (use the word client or member, never customers) are comfortable while visiting us, so I wanted to gift you this bottle of water.”

“One other gift we give to all our clients is a free consumer advisory people shopping for (whatever their shopping for) mattresses have really found helpful it’s called “7 secrets you must know before buying your next mattress.” It includes tips on x,y and z.

We give that out for free, can I send that to you?

Yeah, sure. Do you have one here I can take with me?

Actually we have a our printing company send those directly out for us, that way we make sure it is done correctly. We get busy around here and sometimes it takes a while for us to get to it. They will mail it directly to your home. Let me jot down your name and address really quickly… (Do not make them fill out the information. Your salesperson does that for them. Make sure he reads back the information. It is CRITICAL that it is legible and correct.)

Okay, we’ll send that right out to you.

By the way, the consumer advisory comes with $15 of Furniture Ebucks good towards anything in the store. If you have an email address I’ll send that to you as well.

 

****WARNING: Be careful with this. You don’t want to lose a sale by letting them know they can go home and read about buying furniture correctly. Or getting a coupon.****

 

You may want to offer them to enter a drawing right as they enter the store. You can giveaway a Travel Incentive trip, an X Box, or anything else that would create some real interest. This way you capture the information immediately upon them entering the store. Otherwise, you may want to wait until they are done shopping before offering them a coupon for giving you their email address.

Iron Clad Step 3…On The Web

This is really simple, yet retailers miss the boat on this time and again, because the internet is intimidating.

There are two keys to to making everything we’ve talked work. Key #1 is GIVING the prospect something of value, in order to GET something of value. Key #2 is MAKING SURE you actually follow up with them. Make sure you IMPLEMENT something to follow up with these customers!.

The same principle holds true on the internet.

Statistics have shown that over 70% of consumers go to the internet before making a buying decision. That number INCREASES every single day.

I’m not saying you have to have an expensive site, or have “optimization” or any of that stuff. NOPE, you just need to direct traffic to your site via your marketing and advertising and have a tool to capture that information once they are there.

A perfect example of this is our website at www.explodestoretraffic.com.

This is a CHEAP site. Cost us hardly anything to build and maintain, yet Extremely effective at collecting leads.

 You simply follow the same formula that we’ve talked about. Give away an irresistible offer in return for your customers contact information.

Now that you know how to fix your leaking marketing boat, the next step is cultivating a relationship with this warm list of prospects that you have created.

This doesn’t happen by sending them postcards every month advertising cheap price, or big sales. You create a relationship by using a direct response newsletter that is informative, entertaining and engaging.

Its something they look forward to receiving every month. It’s fun, and exciting. They give it to their friends and relatives…and it becomes the best referral tool you’ve ever seen.

 

For More Information about the Traffic Guys programs to put Loads of paying customers into YOUR store call 800-393-2054, click HERE.