Lets start with some word association. When I say “Client Acquisition”, what’s the first thought that comes to mind..? If your like most of the newer QC Members I work with your answer may be; buy a mailing list to market to, purchase internet leads, start a Goggle pay-per-click campaign, or any number of other “Cold Lead” marketing strategies. Just one more questions, WHY? Why would you not first market to groups that know you, groups with whom you have established trust? If we considered the probability of conversion for your key lead segments it would look something like this:
1. Referrals 60-80%
2. Previous Clients 20-60%
3. Previous Quotes 10-30%
4. Prospects that know of you 10-15%
5. Cold leads 1-5%
In my work with QC members I’ve found that the percentages above hold pretty true. You may have noticed that the segment with the biggest SWING in potential is Previous Clients, what decides this? Primarily your nurturing strategy when they left. If you established an emotional bond and positioned yourself as a trusted adviser, your conversion will be closer to 60%, if not, well you can figure that one out. So, not only will your retention efforts increase retention but they will also help you win back clients that have left you. One of the biggest ways to influence retention is by addressing the "WOW" experience that your TEAM delivers or doesn't deliver. Join me as I interview other Agency Principals who have drastically changed the CLIENT experience in their office. CLICK HERE to listen in on the totally FREE call.