Cashflow quick win 7: indoctrinate prospects for better conversions

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So the indoctrination sequence is a great automation to have in your arsenal. This powerful sequence is actually a follow-on from another we discussed in a recent article, the nurture email sequence. 

Both sequences harness the power of automated communications. The indoctrination sequence is different from nurture, because this sequence starts at the point at which somebody has said, “Okay, I’m interested. I want to hear more.” 

They may have booked a session on Calendly, they may have invited you to come and inspect their investment portfolio, they may have requested a plan or proposal. They’ve taken that next step that brings them close to the sale. This is the point at which you don’t want to wait. You know they’re interested, you know they’re keen, so this is a way to increase your conversion rates on autopilot, and it’s called indoctrination. 

The moment they indicate they’re interested, you begin indoctrinating them. That’s through your emails, that’s through the landing page and then the thank you page you send them to. 

That is to say, once they sign up for example for a quote or an estimate or advice session, you’re going to send them to a thank you page. What is that thank you page saying? What is the messaging? What are you offering? Is it an upsell or perhaps a case study? How will every step make them feel more comfortable doing business with you? 

The key is there’s a series of steps you can take to warm up your prospect before you actually get to that meeting, or that quote, or advice session or phone call. In between them taking that scheduling action, and then actually having that meeting with you, you want to send these indoctrinating messages. 

So what do you send in an indoctrination series? Well, it can be things like testimonials from your existing clients, or from your past clients. It can be case studies, talking about relevant cases which are similar to this prospect, where you’ve really added value. It can be FAQs. You know that your prospect’s often going to arrive with the same questions, whether about price, delivery, location, “how does it work?” etc. 

You can answer all those questions in advance on autopilot. If your answers are going to turn that person off, why would you want to have them sit there and waste the time of one of your team? For example, if it’s the price point, if you’re offering a premium product or service and you find that ‘sticker shock’ is an issue for a percentage of your prospects in that initial consultation, why waste time delivering the consultation if you can simply tell them the price upfront, on autopilot? 

After they’ve indicated their interest, you can tell them the price and tell them the value that they can expect so that when they arrive at that free quote or advice session or whatever, they’re comfortable with the price. They know what the price is and if they’re not happy with it, then they cancel and they don’t waste their time, they don’t waste your time. 

Set this up and you’ll start seeing fewer tyre kickers, just by doing this. Plus, with this system in place, by the time people get to that session with you, they trust you more through the testimonials, the case study, FAQs – you’ve taken care of them, addressed their concerns. 

And also, you’ve had those extra touch points. In those days leading up to that session or meeting, you’ve significantly deepened the relationship – all on autopilot. 

It’s so powerful, and most of your competitors probably aren’t doing this properly and they’re leaving huge amounts of money on the table.

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