Aggressive Strategy
Monday, February 14, 2011 by ARSITEKTUR
Overview of the Follow-Up Process
Below is a flow chart representing the basic steps necessary to effectively follow up on an Internet lead. The process begins when a potential student e-mails a request for information to the school.
To view flow chart click here.
Auto Response
An auto response is an e-mail generated automatically. It goes to the person submitting a request for information from the school. This is the first step in the process, and it acknowledges that you received the prospect's request. Provide your school's phone number in the auto response. Begin selling the value of a one-on-one meeting with an admissions representative at the campus.
Contact Method: Phone
In an aggressive strategy, contact your prospect by phone first. Contact forms generally request both daytime and evening telephone numbers. They should also ask for the best time to call. Use this and other supplied information to guide your follow-up. You should contact the prospect as quickly as possible.
Attempt phone contact at least once in the morning, during the day, and in the evening. Make contact attempts within 12 to 36 hours of receiving the lead. If you get a machine or voicemail system, leave a message. Make sure to leave your name, phone number and the reason for your call. Emphasize that you are responding to their request. This will indicate that the prospect solicited your call. Make sure to suggest 2-3 times during the day when it is easy for them to reach you. Finally, let the person know you will be making additional attempts to contact them. Leave only one voicemail message – on the first attempt. But let them know you'll call back. You do not want the prospect to feel harassed if additional calls from you show up on a caller ID log.
Once you establish telephone contact, work through the admissions process as you would with any other lead. Maintain control of the conversation. Guide the person to schedule a time to visit the school.
Contact Method: E-mail
It's important to realize that some people prefer e-mail to phone communication. You should e-mail a standardized letter to the prospect if you are unable to connect with them on your phone contact attempt. Develop one standard letter for your school and save it as a template. This will allow anybody who is aggressively working Internet leads to access and use it.
Prior to sending an e-mail as part of your aggressive strategy, set aside time for an appointment for the following day at the latest time you have available. If they indicated their daytime availability in their e-mail, you may also schedule the visit during that time. Assume that the prospect will be available and willing to meet during the time you have set aside.
Your standardized e-mail letter for this strategy should:
1. Be customized to the information the prospect provided on the contact form. Make sure to use the prospect's name. Mention some specific information supplied in the initial request, such as program of interest.
2. Have a subject line that makes your e-mail stand out. You don't want it viewed as spam or junk e-mail. An example of a good subject line is "Jim, your appointment has been scheduled."
3. Let them know that you have scheduled a time for a one-on-one meeting at the school. State the precise time you have set aside in terms of quarter hours, e.g. 10:45 a.m., 4:15 p.m. or 6:45 p.m., and provide the meeting location and specific directions.
4. Focus on the benefits of your school. You want to speak in language that assumes their desire for an appointment. State that you can answer all of their questions and discuss their opportunities during this visit.
5. Use proper grammar and spelling. Most e-mail programs have grammar and spell-check functions. Use these before sending the e-mail message, but not as a substitute for careful proofreading!
6. Be as concise as possible so you won't lose the prospect's interest.
Though you may encounter a small percentage of people who feel you are being presumptuous, and a few who never actually see this e-mail, most people will call you to either confirm or reschedule the appointment. Some actually just show up. Either way, this aggressive strategy generally results in a phone call and/or appointment. A common result of the aggressive strategy is:
• 10% show up for the appointment
• 35% do not respond and need to be pursued
• 15% call to confirm
• 40% call to reschedule
If the Prospect Does Not Show Up or Call
You may find yourself into a situation where the prospect simply ignores the scheduled appointment. To follow up with no-shows, call immediately, concerned that they did not make it. Whether you leave a message or talk to them directly, make sure to express concern. "Jim, I was concerned when you did not show up for your appointment … I hope everything is alright."
In most cases, prospects will claim that they did not receive the e-mail. In this case, apologize for assuming that they checked their e-mail daily and move forward with rescheduling the appointment. If you cannot reach them by phone, send an e-mail.
Now that you've seen 3 different strategies, let's move on. The next section will address the different types of Internet leads and the steps of the sales process. We will also address frequently asked questions and share testimonials from our clients. When you finish reading the next 3 sections, we'll ask you to take a quiz on what you've just learned and fill out our short survey to give us feedback on the site.
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