Turn More Quote Requests Into Clients By Implementing These 5 Systems

Brian Hood (0:29)

I've never done, I know Chris did a couple in the past, and they're honestly hit or miss to me when I hear them on other podcasts that usually have hosts. So hopefully today's episode is a hit. Before we get into the topic today, I've got a very special announcement, and that is I am sick of my coronavirus beard.

For those who don't know, I've been growing my beard out since January 15th.

I have not even trimmed my beard, and my wife says I now look like a Civil War general.

And I think that was the last straw for me. It's kind of annoying, like, I want to keep growing it out. I have these cool, like, gray streaks that go down my goatee area, like my chin, and then the rest of it's black, so it's kind of badass.

And we're in uncharted territory when it comes to my beard. Like, I've never had a beard this long in my life, and it's just because this is the first time I've ever been quarantined. I've called it my quarantine beard, and I've called it my coronavirus beard. I think I'm just gonna keep it a quarantine beard, and since quarantine is kind of over here in the USA for a lot of cities, a lot of states, for better or for worse, and I think it's more for worse, honestly, but I'm not gonna get into that today.

I feel like it's time to trim this thing up because I need my wife to still love me, but I just don't see myself ever getting this long again. I wanna keep it going and just see what it looks like when it's like a foot long, but there's just no way I'm gonna let this keep going. But you know what? This is a podcast, so it doesn't really matter what I look like. You still love me with or without my beard, I think. Hopefully. Yeah, let's just pretend that's the case.

So today's episode, I wanna talk to you about bottom of funnel.

And before you hit the stop button, I wanna clarify what I mean here. A couple weeks ago, episode 129, I talked about the middle of the funnel. That's where people seem to screw up things the most, and that's typically on your website.

If anyone's lost right now, let me just really quickly recap. Top of funnel is creating awareness for your business.

That's things like Facebook ads, cold outreach, warm outreach, word of mouth advertising, things like that. Whatever generates any sort of awareness for your studio.

Middle of funnel, or the middle of your sales funnel, is all about turning that awareness into interest. So someone actually reaching out with interest to work with you. And that's typically done through your website, although it can work on Instagram or Facebook as well, or in person through text. And we talked about that on episode 129 And once someone actually reaches out and expresses interest, now they're in the bottom of your funnel. And this is also a common weak point people have, because they don't understand how to manage their leads on the bottom of their funnel. And just to kind of clarify some language here, a lead is just someone who is interested or expressed interest in working with you. You have some sort of contact information from them, and you can follow up with them in some way, shape, or form. Typically, that's an email address if they fill out your contact form. Sometimes it's an Instagram message if they message you on Instagram or any sort of social media. And there are specifically five areas I want to talk about in the bottom of your funnel that I think is worth optimizing. Now, this is gonna be a big picture approach.

I'm not gonna talk about the specifics of each of these five areas, but this will give you a good overview to make sure you have all of these five pieces in place and that you're not missing any of these things. The goal here is to improve your conversion rate between leads to customers. And you can calculate that really easily. Just look at any of the people that have reached out to you in the past month or two or three months or even year, and figure out what percentage of those people that reached out with interest actually paid you money, became customers.

So typically what I see in higher price projects, so the $1,000 plus per project type studios, around 25%, 30%, up to 50%, and sometimes even higher conversion rate from lead to sell. Someone filled out a contact form or someone booked a call with me or scheduled a tour with my studio or messaged me on Instagram, and I know that I'm going to close 25% or 30% of those. That means 25 or 30% of those people are going to pay me money. The goal is if you're below that threshold, maybe you're in 10 or 15%, or maybe you're even at 25 or 30%, which I think is a good healthy area, and you want to bump that up to 50%. These five things will help you convert more leads to customers. So this episode is for you if you struggle with that. The first bottom-of-funnel system to implement is a quote-based system. I've talked about this extensively on the podcast. I've talked about it extensively inside of our Profitable Producer Course community. I actually talked about it this morning on our coaching call. We had about 50 people on our group coaching calls this morning, and we talked about it there. The quote-based pricing still is the most effective way to turn leads into customers.