Turning leads into customers becomes much easier when a personal relationship develops. The best way to invite your prospects and customers into a relationship is to show them that you’re listening and that you understand and care about their challenges. When customers engage with the human personality behind your brand, they will be more ready to hear about the relevant solution to their challenges that you have to offer.
To connect with your leads on a human level, follow these steps.
1. Map Out the Customer Lifecycle
The first thing you’ll need is a master map of all the interactions that you consistently have with customers and leads. Think of this as a blueprint, or a diagram, that clearly shows what’s supposed to happen to your customers and leads at every step. Here are some questions to account for on your map:
- Where do your leads come from?
- What happens after they become leads that helps them make the transition from lead to customer?
- What does your sales funnel look like?
- Do you have customer onboarding?
- Do you offer support to your clients?
- What do cancellation and/or refund processes look like?
- Do you have a referral system?
Once you’ve answered all the relevant questions, physically map out your business. You can write it on a whiteboard, create a campaign map using your automation software (like ONTRAPORT’s visual Campaign Builder), or use something like LucidChart.
Your map might look something like this:
2. Find Opportunities to Add Valuable Human Interactions
Consider the times in your business when humans make — or should make — an impact on your lead and/or customer experience. Giving one-on-one demonstrations of your product, supporting clients when they have questions, or giving them a call and thanking them for a purchase are just a few examples.
If you’re a coach/consultant this is the whole value proposition of your business, so your value probably lies in your coaching calls. Similarly, you likely talk with leads on the phone while they’re in the evaluation phase of working with you, so that’s another time when human interaction is necessary.
For example, you might want to send thank you notes to leads after you have a sales call with them to thank them for their time. Sales automation technology actually makes it much easier to send handwritten thank you notes to the right leads at the right time, plus it can speed up production of these notes by sending the right information about each lead to the person who will write the notes. It’s easy to add a task for anyone on your team to write a handwritten message — without any guesswork about what the message should say.
Here are several types of human interactions that you can add into your automated processes:
- Thank you notes
- Sales follow-up calls
- New customer welcome calls
- In-person appointments
- Annual customer check-in calls
3. Personalize and Humanize Your Automated Interactions
What’s the most scalable way to get personal with each lead in your pipeline? Use sales automation technology to humanize every single interaction.
Top brands such as Stitch Fix have successfully used personalization to hook new customers and retain them for longer. Your customers are each unique, and they like to be treated as such, which is why tailoring the experience to their preferences and needs is so effective.
Personalization doesn’t have to be complicated. It can be as simple as sending your customers messages that match up with what you know about them. For example, if you are in ecommerce, you could send customers promos for products in the same categories that they have browsed on your website. If you are in B2B sales, you might nurture leads by sending them follow-up emails with links to blog articles and content about a particular topic that you had discussed. Processes like these are easy to automate and are, therefore, completely scalable (meaning that you don’t have to exponentially increase the time spent on building relationships as your list of contacts grows).
You can ensure that each lead receives relevant follow-up content by grouping all of your content into categories that correspond with the most common challenges your leads and customers face. For each content category, you would build a funnel of several follow-up emails that deliver the content and explain how it relates to their unique situation. For example, the body of your email might look like this:
Just remember, when writing your follow-up emails, to be as specific as you can be based on what you know about each lead.
Here are some additional personalization ideas:
- Birthday emails or postcards
- Quizzes or surveys that provide personalized suggestions (and valuable segmentation data for you to use later)
- One-year customer anniversary cards
- Emails personalized with merge fields that recap important info your customers shared with you
- Narrowly targeted promotions based on content or products in which your contacts have already shown interest
In addition to personalization, you should also focus on humanization, or making your automated messages show the unique personality of your brand or your team.
For example, you can film a short but fun intro video with each person on your client-facing team. In the video, have them introduce themselves, share some fun facts and show off their unique personality. You can use these intro videos in the first email you send new leads to introduce them to the sales rep they’ll be in touch with once they book a call on someone’s calendar or as a link in each team member’s email signature. The best part is, you can use automation to make sure each new lead receives the intro video at the right time.
There are hundreds of ways you can outclass your competition with genuine human experiences. Regardless of the options you choose, you’ll discover that no matter how much automation technology provides in the future, those who maintain the human element will ultimately win.