The Conversion Code

Chapter 18

How to Turn a Closed Internet Lead into Even More Sales

It takes real work to capture and close Internet leads. So you want to make sure that all of your effort creates more easier-to-convert leads in the form of referrals from your existing and past clients.

As I am sure you can guess by this point in the book, I do not leave this up to chance. I have developed a simple system for asking for referrals from current (or past) clients at the exact right moment.

A net promoter score (NPS) is a customer loyalty metric that is calculated by asking a simple question: On a scale of 1 to 10, how likely are you to refer us to a friend or colleague? What the research has shown is that 9s and 10s are “promoters” of your brand. Sevens and eights are “passive,” and anything six or less is a “detractor.” The survey also usually allows for them to give one additional answer: Why?

I make it a habit to send out NPS surveys two to four times a year to all our current and past clients. When I do, immediately afterwards, I segment the responses by 9s and 10s and I give that list of our “happiest” current and past customers back to the salesperson who originally closed them.

The person who closed them then follows up with a phone call to “check in” and see how things are going. Then after they speak to them we send them a handwritten note (using Bond.co), thanking them for their loyalty and business.

At the end of the strategically timed check-in call (and in a p.s. in the note we mail) ...