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Mimiran lead capture, convert, close for consultants and service companies

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Most websites are not optimized for sales conversion. Find out how your consulting or services firm can capture, convert, and close more web visitors.

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Mimiran lead capture, convert, close for consultants and service companies

  1. 1. Capture, Convert and Close More Web Leads How to make your services website a more productive member of your sales team — by learning from my mistakes. ! Reuben Swartz, Founder, Mimiran Online Proposals
  2. 2. MIMIRAN Capture, Convert, and Close More Deals in the Cloud Mimiran Background Mimiran has helped Global 2000 leaders in: Computers Consumer Goods Financial Services Healthcare Manufacturing Semiconductors Telecom • Helping companies sell better since 2001 • Started as consulting on pricing strategy • Discovered that pricing results are more about sales tools than strategy • Developed Mimiran Online Proposals to make it easy for reps to close good deals
  3. 3. MIMIRAN Capture, Convert, and Close More Deals in the Cloud My Personal Path to Sales
  4. 4. MIMIRAN Capture, Convert, and Close More Deals in the Cloud Buying Process and the Selling Process
  5. 5. MIMIRAN Capture, Convert, and Close More Deals in the Cloud “Let’s let the website sell stuff for us!”
  6. 6. MIMIRAN Capture, Convert, and Close More Deals in the Cloud Expectation
  7. 7. MIMIRAN Capture, Convert, and Close More Deals in the Cloud Reality
  8. 8. MIMIRAN Capture, Convert, and Close More Deals in the Cloud Flashback… to the early aughts
  9. 9. MIMIRAN Capture, Convert, and Close More Deals in the Cloud “Let’s describe our services in detail so people understand the value.”
  10. 10. MIMIRAN Online Proposals Giant Wall of Text Barely legible contact info bured in footer
  11. 11. MIMIRAN Capture, Convert, and Close More Deals in the Cloud “Let’s allow people to contact us.”
  12. 12. MIMIRAN Online Proposals Too many options, divorced from the actual services See that contact info? I can’t either…
  13. 13. All That Traffic Wasted People come, leave, and never come back.
  14. 14. There’s nothing to do… (Unless they are so desperate they call you. But how do they get there?)
  15. 15. MIMIRAN Capture, Convert, and Close More Deals in the Cloud “Let’s make it easy to contact us…”
  16. 16. MIMIRAN Online Proposals
  17. 17. Who uses this form? Spammers, mostly.
  18. 18. What if they’re not ready to “contact us for a free quote”? And, if they are, how long does it take you to get back to them?
  19. 19. MIMIRAN Capture, Convert, and Close More Deals in the Cloud “Let’s put a signup box on the blog…”
  20. 20. MIMIRAN Online Proposals People don’t like forms.
  21. 21. Does gather email addresses Most are “marketing” leads that require extensive qualification and nurturing.
  22. 22. What about people who might want to buy? But aren’t ready to signup and put in a credit card? What can we do to help them take the next step?
  23. 23. MIMIRAN Online Proposals Clear call to action. No form. No distractions. Person. Looking at action.
  24. 24. MIMIRAN Online Proposals Simple form to optimize conversions (can ask for more fields)
  25. 25. MIMIRAN Capture, Convert, and Close More Deals in the Cloud Lessons Learned • Be specific to your visitor’s state of mind • Be helpful/valuable • Make it easy to take the next step • And the next step after that— don’t count dead ends as wins
  26. 26. MIMIRAN Capture, Convert, and Close More Deals in the Cloud Small Changes Can Add Up • Possessives: “My” vs “Your” • Specificity “Download My Report” vs “Submit” • Targeted opt-ins— specific services, blog posts • Forms vs buttons— the violation of the “step rule” • Imagery— guide people to the forms with other people • Test, test, test
  27. 27. MIMIRAN Capture, Convert, and Close More Deals in the Cloud Results • Conversion rates up to 25% • 5-8% more typical • Much better than the < 1% conversion before • Higher conversion rates and more productive leads than other lead capture mechanisms • (Median B2B Conversion rates ~2%. Top decile: ~12%.)
  28. 28. MIMIRAN Capture, Convert, and Close More Deals in the Cloud Most websites are not optimized for sales • Designed to look nice and present “the brand” • Collect email addresses for mailing • Contact/interaction hidden behind links • Slow response hampers conversion
  29. 29. MIMIRAN Capture, Convert, and Close More Deals in the Cloud What if we could optimize for sales? • Make it easy for the prospect to take the next step • On the same page • Aligned with how they got there • Easy to setup
  30. 30. MIMIRAN Capture, Convert, and Close More Deals in the Cloud Let people get a “proposal” Full Proposal (sign & start) What this means depends on your situation Cookie-cutter projects Full Proposal with Options (sign & start or call & customize) Select from menu Sample Proposal with “starting from…” prices (call & customize) Custom solutions Illustrative Proposal with no prices (call & customize) Solutions so custom, you don’t want to start talking about price
  31. 31. MIMIRAN Capture, Convert, and Close More Deals in the Cloud Can have different options on different pages Assessment Get Free Proposal Solutions Get Free Proposal Sign & Start Proposal Accept Call & Customize Proposal Next Step Invoice or Payment Page Invoice or Payment Page
  32. 32. MIMIRAN Capture, Convert, and Close More Deals in the Cloud What should we put in there? • Prices? Can help (dis)qualify. • Enough to make them take the next step (sign or discuss)
  33. 33. MIMIRAN Capture, Convert, and Close More Deals in the Cloud A Proposal is a Story, Not a Brochure • Follow the rules of storytelling • Not a history of your company • Not a history of the prospect’s company • Not a product data sheet • Not a time to show off your SAT vocab words • As long as necessary, but no longer
  34. 34. MIMIRAN Capture, Convert, and Close More Deals in the Cloud Most Proposals Suck— it’s easy to stand out
  35. 35. MIMIRAN Capture, Convert, and Close More Deals in the Cloud The Story • What sets the story in motion? Why is it gripping? • How do we get to the goal? • (Approximately) what happens and when? • Who is responsible for what (especially the customer)? • What is NOT included? • What awesome products and services are you providing?
  36. 36. MIMIRAN Capture, Convert, and Close More Deals in the Cloud Who (What) is the Villain?
  37. 37. MIMIRAN Capture, Convert, and Close More Deals in the Cloud Who’s the hero? Technology Tool VendorCustomer
  38. 38. MIMIRAN Capture, Convert, and Close More Deals in the Cloud Let’s see it in action 1. Set up a simple services proposal 2. Set up a Lead Capture Widget 3. Install Widget on web page
  39. 39. MIMIRAN Capture, Convert, and Close More Deals in the Cloud Demonstration
  40. 40. MIMIRAN Capture, Convert, and Close More Deals in the Cloud Recap: What did we see? 1. Set up a simple services proposal 2. Set up a Lead Capture Widget 3. Install Widget on web page All in about 30 minutes!
  41. 41. MIMIRAN Capture, Convert, and Close More Deals in the Cloud Easy to start, flexible to extend • Built-in templates and snippets make it simple to get up and running. • Lots of power as you grow.
  42. 42. MIMIRAN Capture, Convert, and Close More Deals in the Cloud How is this different from other lead capture tools? • Designed for sales leads • Know when someone is reading your content (unlike email and one-time downloads) • Efficient path to deal close • Can offer multiple “quotes” or options for customer to select (increases win rate and average deal size) • Complimentary to marketing automation: unqualified leads that need nurturing can go back to marketing
  43. 43. MIMIRAN Capture, Convert, and Close More Deals in the Cloud (Dis)Qualifying Leads (Fast) • Provide some minimum pricing, if possible • Provide some options, if possible • Call/email when they are reading your content • Responding within 5min increases conversion rates 5000% compared to responding in a day
  44. 44. MIMIRAN Capture, Convert, and Close More Deals in the Cloud Close Hot Prospects Faster Option 1: Qualify with inside sales Turn over hot leads to sales Option 2: Close with Mimiran. Prospect can accept & sign online. Can easily customize automatic proposals.
  45. 45. MIMIRAN Capture, Convert, and Close More Deals in the Cloud Example: B2B Services Create Proposal Request Discount Approval Get Approval Send Customer Signs Online Minimum 2 Days 1-7 Days Before Mimiran 2:44 After Mimiran That’s 2 minutes, 44 seconds.
  46. 46. MIMIRAN Capture, Convert, and Close More Deals in the Cloud Impact of small changes Scenarios Visitors/ Leads Conversion to Contact Conversion to Proposal Proposal Win Rate Average Selling Price Revenue Baseline 10,000 2% 50% 50% $50,000 $2,500,000 Improve Web Conversion 10,000 5% 25% 50% $50,000 $3,125,000 Improve Proposal Conversion 10,000 5% 25% 60% $50,000 $3,750,000 Improve Average Selling Price 10,000 5% 25% 65% $55,000 $4,468,750 Now we can afford more marketing! 12,000 5% 25% 65% $55,000 $5,362,500
  47. 47. MIMIRAN Capture, Convert, and Close More Deals in the Cloud Typical technical services web page Giant wall of text Here’s the “fold”. On a 15 inch MacBook Pro Tiny phone number and link to “Contact Us” page. No direct call to action.
  48. 48. MIMIRAN Capture, Convert, and Close More Deals in the Cloud What we want to see Solution Key pain points Key issues Why we’re great at solving Customer Image Customer Quote Get Free Proposal
  49. 49. MIMIRAN Capture, Convert, and Close More Deals in the Cloud Take it all the way back to Google Solution Key pain points Key issues Why we’re great at solving Customer Image Customer Quote Get Free Proposal Paid Keywords Organic Keywords
  50. 50. MIMIRAN Capture, Convert, and Close More Deals in the Cloud Don’t forget blog posts • Might be some of your highest traffic pages, with people looking to find out about a specific problem. • If you have a solution, you can put a Lead Capture Widget at the bottom of the post.
  51. 51. MIMIRAN Capture, Convert, and Close More Deals in the Cloud Action Items • Remove walls of text • Make it easy for customers to take next step(s) and connect with you • Provide solution-specific proposals
  52. 52. MIMIRAN Capture, Convert, and Close More Deals in the Cloud Make 2015 a Record Year • Get one or more lead widgets on your site by 2015 • Start capturing, converting and closing more leads
  53. 53. MIMIRAN Capture, Convert, and Close More Deals in the Cloud Get Started • Start your free trial at https:// www.mimiran.com/signup/Growth • Are you letting at least one lead get away? “Setting it up was easy.  It only took me a few minutes to configure the Mimiran side and another hour to build and deploy a page I was happy with on my own site to put the button on.” — Matt Konda, Founder, Jemurai

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