The Key to Turning Inquiries into Bookings
I’ve invited Jennifer Taylor to share her thoughts on efficiency today. Jennifer is the principal of Jen Taylor Consulting, a consulting firm that works with creative businesses of all sizes to implement streamlined workflows and organized systems to find more time and space for business growth and personal development. She is also the owner and founder of Taylor’d Event Group, a leading event planning company that serves local and destination clients in Washington State and Maui, HI.
Effective selling is an art. Turning an inquiry into a booked client is no easy feat, as you have to overcome potential clients’ objections and stand out from the competition. While there is no secret phrase or formula that will flip the switch, your ability to convert a prospect into a paying client lies in your communication skills.
You might have all of your marketing tactics in place. Your social media content might channel people to a landing page that encourages them to click through to your website, where they get to learn more about you and your brand before reaching out. With a great marketing funnel, you may see your inbox fill up with inquiries from prospects interested in pricing, available dates, and other booking details.
However, if you drop the ball on communication, all of that work will be for naught. The way you engage potential clients through email, phone, and other channels sets the tone for how your working relationship will be if they sign the contract. If you fall short of expectations, they will be quick to look elsewhere for someone who better fits their needs.
Respond in a timely manner.
In many cases, your reply to an inquiry serves as your first impression with a potential client. Sure, they’ve seen your branded content online, but they’ve reached out to learn more about you and how you can help them achieve their vision.
Of course, people don’t reach out to only one company and sit around until they hear back. The average couple is sending out multiple inquiries at the same time, so you are likely up against your top competitors every time. Be intentional about responding promptly. 24 hours is the industry standard, but really you should be aiming to reply within two hours of receiving an inquiry (during business hours, at least).
Even if you don’t yet have an answer to their questions, you should still respond to let them know you’re working on it. The perception of being heard is what matters most and will keep leads interested in what comes next.
Employ auto-responders for efficiency.
If a two-hour response time seems overwhelming, don’t worry — you don’t have to go at it alone. You can—and should—take advantage of automated responders to ensure your inquiries aren’t going untouched. The simplest way to do so is set out-of-office responders for off hours.
If you use an email marketing platform, like Mailchimp and Constant Contact, or a CRM program, like Honeybook and 17 Hats, you can take the automated experience up a notch with streamlined workflows. You can create email templates that are automatically sent in response to trigger actions, like completion of your contact form or receipt of a direct email.
However you choose to automate, be sure to infuse your emails with personality to maintain brand authenticity. Provide an estimated response time and, if possible, consider including a video explaining the next steps. Rest assured you do not have to sacrifice genuineness for efficiency!
Get excited!
Think about how your clients are feeling at the moment. They’re embarking on one of the most exciting journeys of their lives — naturally, they want to work with people who feel the same! At the same time, they might be feeling the stress of planning a major milestone event.
When communicating with prospects, don’t be afraid to show your enthusiasm for their big day. Meet their energy! Fueling their excitement will ease their concerns and demonstrate your passion for what you do. They expect you to be an expert resource, so offer up your ideas and advice to help them breathe easy knowing that you have their back.
Throughout the sales and booking process, prospects are looking out for signs that you’ll be easy to work with and that you’re great at what you do. While your portfolio can certainly speak to your expertise, your communication style is ultimately what will win over an undecided client. As you get to know your clients, communication will become simpler and more fluid; however, at the start, it’s essential to establish trust through prompt and respectful communications.