Having acquired over one million leads for franchisors and franchise coaches, we’ve certainly learned a lot about “best practices” when it comes to connecting with new candidates. We’ve fought the battles over “good” leads versus bad and found a pretty solid common denominator: Starting a new relationship or establishing RAPPORT with a new lead is easy to get wrong, but requires just a few important details to get right.
We put this quick three minute video together to show you the most important elements of establishing Rapid Rapport. Yes – it’s part of the entire “reciprocal rapport” process we’ve touched on in the past. But it’s probably more important because if you get off to a bad start with a brand new lead, it’s very hard to recover later. And leads these days are WAY too expensive to leave these minimal details to chance. A transcript of the video follows below this brief video:
VIDEO TRANSCRIPT:
Good day everyone! Patrick Conley with you from FranFocus and today we are focused on your contact rate or your reach rate!
If you are in franchising, if you are in licensing, if you are in distributorships – if you’re in any business where you are receiving leads and your job is to actually make contact with those leads, you could be certainly facing a little bit of frustration with that job. Why are people submitting information and not responding to your phone calls or to your emails?
One of the things that we have developed here at FranFocus is this idea called Rapid Rapport and there’s just a few steps to it. And hopefully you guys will find some useful information within this quick three-minute video that you can take and use to your benefit to get a greater response to your leads.
We’re going to start with the Thank You page because that’s really the first place where you are introduced to your new leads. One of the worst things you could do is say “thank you for your information some will be in touch with you shortly”. That is just way too vague. Here’s a great example of a good thank you page: This is from Legendary Restaurant Brands which is parent company to Bennigan’s and Gwen is kind enough to allow us to use this example that we’ve helped her create. When you look at this Thank You page you see her name, you see her title, she says will be in contact within the next 24 to 48 hours and that the Prospective Partners Kit is on the way. Her email address is here, her phone number’s here and it’s not just on the page itself but this is a video over on this side as well and she says the exact same things within the video and shares that exact same information so you’re hearing her voice, you’re seeing what she looks like, you are getting her phone number – you know what to expect. You know what her email address is in two different places and that’s just within the first 30 seconds after you submit your information.
Then, 30 seconds after that, there’s an email that arrives from Gwen – it’s an automated email that comes, and beyond including the link to her Prospective Partner Kit you also see her face again – you see the photo, you see the phone numbers, you see her email address – all of these are helping to establish rapport very, very quickly because you know you’re becoming familiar with who she is – so when the phone rings and you see that prefix and you see that area code you know that it’s very likely Gwen because she said that she’s going to contact you within the next 24 to 48 hours – so when you see that number come through you’re MUCH more likely to actually answer that call. Last but not least they usually follow that up with a LinkedIn or Facebook connection request – just depending on where the lead came from and depending on who that particular person is.
So those four elements; the Thank You Page, the Thank You video, the automated email, the follow-up phone call, the the social connection request – all of those are establishing visible, audible and social connections between you and your brand new lead making them MUCH more likely to actually respond when you send an email or when you when you make a phone call. This is your Rapid Rapport checklist as i stated at the beginning; your Thank You page and Thank You video are really critical to establishing that rapport very quickly! And if your website Thank You page does not look the way it should, and doesn’t say the things that we just talked about, give me a shout and I’d be happy to help you: my email address is patrick at franfocus.com. My phone number’s there or send me a message through LinkedIn if you’d prefer. Either way we look forward to helping you out and again thank you for visiting FranFocus.com.
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