Generate Better Lead Quality with a high Appointment show up rate

A 3 step approach to Master Lead Generation

Let’s set the stage: How many agency owners get frustrated.

I’d love to know If you are familiar with this scenario I’m about to discuss with you?

A certain company or Agency offers a ton of amazing service’s but they usually don’t have many clients, sometimes 2–3 clients for a long time.

The fewer the leads, the smaller the Revenue and this is a very tricky position, especially with increasing expenses.

Many companies are interested in getting more Quality leads to book appointments with them.

When this happens, they could close these leads on retainers (or any package they have) and also increase their Monthly Recurring Revenue (and profit Margins too).

The possibility of more profit creates an opportunity for Lead Generation Agencies to come in and help B2B companies achieve their goals.

That’s why the internet is full of Lead Generation Agencies making heavy promises of solving this problem — setting 500 –1000 appointments every Month!

Most of them go on to achieve these promises, others don’t or they go close enough. Well, that's not even the problem — Generating Leads — no problem!

This is where the problem starts.

When 60% of the leads (generated by Lead Gen agencies) who booked appointments with your company do not show up for the meeting.

So you’ve got your calendar full with appointments and your sales team getting ready for these appointments dates and times only to be hit by a 50–60% churn rate; leads that didn’t show up for the booked appointments.

The few ones who show up for their scheduled appointment usually don’t fit the kind of clients you want to work with and in some cases can’t afford your service fee.

This is where the Dilemma sets in, in most cases, business owners don’t know what to do next; They are paying heavily for lead Gen Services and the leads either don't show up or are not a good fit!

If you are very familiar with this scenario, then I’m about to walk you through the processes of Improving your leads and drying up your increasing churn rates!

Yeah, you read that right!

How to Improve your Lead Quality and Dry up your Increasing Churn Rates

According to Forbes, in an article written by Shannon Prager (President at LeaditMarketing); Challenge Accepted: The Top 5 Obstacles B2B Marketers Face.

Generating Quality Leads is the Number one problem that B2B Companies Face.

Not necessarily getting Leads (this is simple), or Service Delivery or Getting the hiring right.

Generating Quality Leads is the problem and when B2B companies don’t get it right, then every other phase in the Marketing Funnel Goes Wrong.

It doesn’t matter whether you use Paid Ads or SEO or Email Marketing to generate your leads or you outsource to a Lead Gen Agency.

What matters is the quality of the lead and in most cases, the leads are usually decision-makers in other companies.

If that’s the case, how do you get to book appointments with the right leads and be sure they will show up?

That’s a huge question, one I will answer later in our simple discussion.

Our first focus is the Quality of Leads then we talk about how to book them with a little to no churn rate!

This process is comprised of three simple steps;

Step 1: Create a Client Avatar

It’s easy to overlook this and simply say you are looking to offer your services to companies in this particular industry or that industry,

That’s a common mistake and you don’t want to make it.

You want to zero in on the specifics of the Clients you want to work with.

To do this you need to be clear about Their: Personality, ambition, industry, revenue per year or per month, and location.

You could Add more specifics if you want to.

Now, you know the specifics, so we give the Avatar a Name, and if possible, a Face.

Simi would be a good name here, you should get yours down.

In a simple statement, we will establish our Client Avatar:

Simi is an Ambitious driven person who is always keen on Growing her company. She owns a Haulage Company (Logistic Industry) in the United States that averages a revenue of $5 — $8 Million per year.

This is a very clear personality, yet it’s broad, and this allows us to find Similar brands that fit into this personality.

Step 2: Find Similar Brands

If you want to find brands that fit into that personality, that means these brands are very similar to each other, how do you find them, and isolate them from the other brands

If you can find them, and create a list with them in it, then you can surely reach out to them, right?

While doing this, you are sure that each of them fit the bill and they are keen on growing their company. They won’t chicken out at the last minute!

So, what do we do next?

We go over to any company that we can find In the US and in the particular industry that fits the description of what we want.

We read up on the Founders and be sure they are Ambitious people or ambitious person. Ensuring that they fit the bill also.

Now that we have that one brand we are sure of. We use a tool called Similar Web.

I know you’re keen on seeing where this leads to, but calm down, let’s take baby steps instead of running, alright? Great!

The tool Similar Web will help us aggregate all similar websites to the one we found. We do that by simply inserting the URL of the company that we found into Similar Web

We search for similar companies, we get a list of companies, It’s a ton of data. You get access to Their marketing activities etc.

You may want to get into the Pro version of Similar web.

So you go on to create a list of all these companies. Have a VA Vet them to ensure that they fit the bill, the ones that don’t fit it, you take them off the list!

And that’s it. You’ve found Similar Brands that fit into your Clients Avatar.

One more thing, with Similar web you would only get the URLs and not the details and contact of the decision-maker.

To get that, you will need to use Apollo.io or Klean Leads. Drop the URLs (as a CSV file)into any of these tools, they populate the pieces of information that you need to contact them.

Now you are sure that you’ve got a list of Ambitious driven People.

Asides from Similar Web, you can use LinkedIn Navigator to search for Your client Avatar based on the specifics you gave the Avatar: You will get even larger results and their LinkedIn Profiles too.

At this point, every Lead you generate will all be a qualified lead to reach out to.

Usually, the next phase is outreach, but we will skip that part … that’s not what this discussion is all about.

So, let’s assume you’ve done an amazing outreach, and got 30, 50 or 100 booked appointments, how do you Dry up the possibility of churn Rates?

Without any doubt, you’ve got amazing leads, high-quality decision-makers, and you’ve got an amazing offer.

Still, there are a lot of variables that can happen, from the point where they book an appointment with you, to the date and time of the appointment.

So how do you reduce the possible churn rates in spite of the variables that may occur?

Step 3: Follow Up

Yeah, you’ve heard this many times, me too, it’s almost becoming boring but it’s valuable.

Following up can save you a ton of meetings, especially cases where the leads had already forgotten or weren’t so sure of attending or has decided not to attend the meeting.

If that’s the case, how do you set it all up?

It starts from the booking page on your booking tool (Calendly or Acquity Scheduler etc).

You want to ask pre-qualifying questions like age, number, company name, range of revenue, right?

Don’t stop there, also ask this, Would you mind if I follow up and remind you subsequently before the call? Yes or No.

Scenerio 1:

They Say No, then leave them to the default Appointment Reminder from the tool, usually 30 Mins before the meeting.

But dont stop there — Send a bait to them, Something they would find valuable. You want to get on their minds as much as you can.

Then Send a Reminder if they got the free Gift. On the reminder, do well to restate the time and date of the appointment.

This way, we are still able to remind them!

This can be automated, so it doesn't matter when they book the meeting, your system will always send the gift and then follow up.

The Bait Trick is amazing because it’s free and valuable, but there is a challenge with it. How do you create a valuable gift that they would like?

Well, it’s only possible when you get the first Step right, When you know who your Client Avatar is, you will know what they like and appreciate.

Scenerio 2:

What happens if they say yes, Hit them!! Just joking.

I mean follow up with them!

You got them to give their consent, indirectly they don’t want to forget, so they’ve permitted you to help remind them if they eventually forget!

And that’s exactly what you do. You follow up keenly. Also, used the Bait Sequence here.

While that is in place, Here’s how you do a proper follow up: You mail, You text and You drop a voicemail. These are the touchpoints you focus on!

Let’s go over this carefully, no rush, okay?

Now, you know these three touchpoints, but that’s not all, there’s a time frame for these touch points — and it’s really important!

Let’s say there is a 2 days gap between the booking time and the appointment time.

After 24 Hours you Mail.

When its 12 Hours to the meeting, you drop a voicemail

When it’s 1 hour to the meeting, you Mail and Text

Finally, When it’s 5 min to the meeting, you text!

You’ve Followed up 4 times + the Free Bait Follow Up = 5 Follow-Ups

It’s not possible for them to forget or claim they didn’t see the prompts!

And they cannot get Angry that you’re on their faces throughout because they already gave the permission to do so!

Now, this is how you kill it!

This is how to drastically drop down the churn rates and also improve the quality of leads that you get, as simple as that!

I know Questions are popping up in your mind, right? Let’s answer a few of them, shall we?

How long does it take to do this? Well, it depends on you and your team. The more hands, the faster it is. Still, all of this can be automated, meaning fewer hands and more software activity.

Won’t it require a lot of work, especially the follow-up sequence? You can automate it using Go high Level and Zapier, you don’t need a physical Human. Write the script and automate it.

How much does Similar Web cost? Well, it’s free, but with limited features, and the Pro plans cost between $199.00 and $799.00 per month.

How do you Create a Bait? Its simple, all your target audience are in an industry, they have similar problems, why not create a free mind blowing report as a Bait. They will appreciate this.

Conclusion

It’s possible to own a B2B company without having the dilemma of lead quality and Churn Rates using the steps I showed you here.

Get your offer locked on please, it’s essential, or this whole thing falls back to the ground.

Damn, you seem sure you’ve got a tight offer! Well, you can go on to enjoy better marketing for your business!!

Ah, one more thing, after all this, it won’t make any sense if you don’t close the leads when they show up for the appointment! Get great SDRs.

You’d need them!

I hope you found this helpful? Got any more questions, let me know in the comment section.