The Conversion Code, 2nd Edition

Chapter 26The Digging Deep Technique

QUESTIONS THAT MAKE IT IMPOSSIBLE FOR A LEAD TO SAY NO

The Conversion Code mecca is high-quality leads + fast response times + lengthy sales calls.

You accomplish the third component by using a smart framework for your conversations focused on asking great questions. Having what I refer to as a “meaningful conversation” is the key to lead conversion. Here's one reason why: successful sales calls, when an appointment is booked, are 45% longer than unsuccessful calls¹ (Figure 26.1).

Across the ventures I have been involved with, and across the range of products, services, and price points I have sold, I would estimate the average length of the calls when I closed a sale was 40 minutes.

At Quicken Loans, a perfect call for me was between 20 and 25 minutes. At Fashion Rock, it was between 30 and 40 minutes. At Curaytor, it is between 45 and 60 minutes.

Identifying these windows of time that typically pass before you can close really matters. Going into a sales call knowing, “if this doesn't go 20+ minutes, I won't make a sale” will change the way you approach every call.

This was something I learned while working at Quicken Loans. They were so advanced with their technology in the mid-00s that some guy would wake up in the morning, go to Yahoo to read the news, he'd see an ad to get today's mortgage rates, he'd click and put in a little info, then a little more, and Quicken (or one of their lead providers such as Lower My Bills) would capture ...