In the Photo Organizing industry we are constantly working to educate people about our profession. In one-on-one or group interactions it is relatively easy to evaluate whether or not people understand what we are saying by reading their body language and watching their facial expressions. However, this is much more challenging if you are conversing via email. If you get an inquiry on your website or your APPO web page, how do you craft your reply? How do you gauge if you were clear or not in your response? Do you just wait to see if they respond to the email or do you follow up?
If you follow these 3 essential steps your online conversion of leads to clients will improve:
- Connect Carefully read the inquiry and then read it again. Imagine yourself in a one-on-one conversation with them when you respond. Address whatever personal information they shared with you by using it as an opportunity to connect with them. Your response should be all about them and not about you.
- Engage The inquiry may or may not give you much information, but take whatever words they use to describe themselves, their photos, or their situation and use it back in the response to them. You can engage as much or a little as you want but remember you are setting the foundation for a relationship so be authentic and genuine with your response.
- Schedule a Phone Consultation After you connect and engage, your closing component should be scheduling a phone consultation. Your goal is to talk to the lead on the phone. Talking to the person allows for so many more opportunities to connect and for you to hear the pain or joy or both related to their photos. The key thing to remember is you are not selling anything in your email response.
Here is an email I received:
“…My mother passed away and I have five large boxes of photos that I need scanned and I am not sure how to get started or what it will cost…” Here is how I replied:
Dear Carol, Thank you so much for your inquiry. I am so sorry about the passing of your mother. I can absolutely help you with your photos but would love to learn more about you, your mother and the photos in the five boxes. I would like to offer you a complimentary phone consultation – it is a much easier way to make sure I answer all of your questions. I have time to chat between 10-1pm on Monday or 4-6 on Thursday and and then a couple times next week. If one of those times work for you let me know, and if not please propose a time that does work for you. How does that sound?
Carol is a real client that I have been working with remotely for about 18 months. She sent me the above email and I replied as indicated. She responded a couple days later and scheduled the phone consultation. If she had not replied I would have followed up a couple times. If no response I would have filed away. Not everyone is going to respond and I know that is not a reflection of my response.
We’d love to hear about your successes in turning email leads into your ideal client in the comments below! Are you interested in having My Workflow Studio offer a set of email templates? Tell us what topics would be of most interest to you.