Right now, the ad campaigns I handle are generating a total of 1500-2000 leads per month.
(Across several industries)
Yet, my focus is not on whether the cost per lead is low.
It’s whether the leads are being converted to appointments or sales.
If you’re in this paid ads game long enough…
You’d rather pay more to get genuine leads who are serious about buying from you.
Versus getting cheap $5 leads that will waste your time.
Anyway, because I’m constantly advising my clients to up their appointment setting game…
I came up with a document containing tips to help increase that metric (appointment set).
These are insights I’ve gathered after running ads for more than 10 different industries.
They are usually what I observe, and the insights are what I also gathered after hearing feedback from clients.
If you own a service business or you’re a salesperson running ads…
These tips can help you increase your appointment setting rate.
Like how this realtor has 9 appointments lined up in 2 weeks:
Or how this business owner closed a total $3.7k after setting 2 appointments:
First appointment – $1.8k sales
Second appointment – $1.9k sales
So here are 3 simple tips to help increase your appointment setting rate:
1. Calling your leads by far has the highest appointment fixed rate
An important point to note is also how fast you call after the lead comes in.
Ideally you can call within 1 hour, or the same day itself.
I’ve clients who call 2-3 days later, but it still works, but the effect is not as strong as calling on day 1.
In some industries, it doesn’t make sense to call (like tuition), because when you call the parents, they are likely going to be at work, and they prefer to text.
For property/insurance, I know calling works because it helps to build that trust and rapport faster.
Likewise, for service businesses like spas, gyms, anything that is offering a type of trial, calling works best.
If they don’t pick up, then drop a text, and call the next day.
2. Be conversational, but intentional (use the tease technique)
Whether it’s calling or texting your leads, remember, your ultimate goal is to fix an appointment.
So while you are having a conversation, you need to move the conversation towards an appointment.
When a cold lead responds to your ad, and when you reach out…
Try to ask more questions before asking to fix an appointment.
Let’s say I’m running a promo for a physiotherapy session, in the call or text, I will ask:
What have they tried
What problems have they face
After that, I will gear the conversation towards telling them I can help solve their problem.
This is where we can use something like the teasing technique.
So let’s say this lead has persistent back pain, and wants to get rid of it because he has tried many other things like going for pilates, yoga, TCM etc…
I’ll say:
“Some of the clients I’ve helped, have also tried these methods. But we’ve managed to help him get rid of his back pain as our solution targets the root cause of the problem.
Would you be keen to find out more?”
If the lead says yes, then you move forward with asking something like:
“Great, then are you available for a call/zoom/meet up so I can show you more / explain more?”
I don’t explain HOW I can solve the problem, but I say I have successfully helped people do it before, using a particular method, and asked if they are keen to find out more via a meeting.
Over here, we need to understand very clearly the outcome that the leads want, and then we want to find a way to show/tell them we can help them get the outcome.
That’s where you can state your previous client success stories to instantly build proof.
Most of the time, when we can meet someone (whether Zoom or face to face) to present anything, the potential to build better trust and rapport is higher.
Let’s do another example in real estate niche (how to TEASE):
Say you run some ads to get buyers.
On the phone, you ask “are you looking to upgrade/invest?”
“Yes”
“Great. I’ve managed to help my existing clients buy into projects and they’re currently sitting on capital gains of 200-300k.
Everybody’s needs are different – projects that I recommend may not be suitable for everybody.
But I have a simple framework that gives my clients clarity on what to purchase, where to purchase etc…
Would you be interested if I met up with you to show you how you can make the right property purchase?”
3. Set appointment tomorrow or day after (not next week)
When you ask a lead to meet, you shouldn’t ask when they are free.
Instead, ask if they are free tomorrow, or the day after.
If they say next week, then you say “Sure, I’ll call you back next week to arrange”
Reason is someone is clearer about his/her schedule tomorrow or the day after, versus next week.
Next week some stuff might crop up and they might tell you they can’t meet.
So ask “Would you be free tomorrow at 2pm to have a chat over coffee?”
Be specific about the time.
Make it easy for them to say yes/no.
There you go, the 3 simple tips that have helped many of my clients achieve an appointment rate of roughly 30%.
Try them, and let me know if they work for you 🙂
