The Fierce Business Babe Podcast Ep 96: Customer Conversion Point System

Today I am going to be digging a little deeper into my personal customer conversion point system. I'm also going to touch base on a few of my key touch points while encouraging you to get personal to earn as many touch points as possible with your clients. All of this, and then some!

Customer Conversion Point System

By: Melissa Lin

So, today's episode is all about converting your customers and what this really looks like. So a few weeks ago, I actually recorded a podcast episode all about lead conversions, how to start tracking your leads, what this can look like, how to create a lead tracker. So if you missed that, I definitely would recommend going back. It was just a few episodes ago. You're going to love it. And since that episode was released, I've had so many requests about diving even deeper into my customer conversion point system because I made a mention or two about it. So definitely go listen to that first.

Then, today we're gonna dive into my point system and what this really looks like. Yes, I do want you to have even more intentional and actionable steps to be taking every single day. Yes, in that episode, we are in touch about creating a lead tracker and creating touch points with your lead tracker. However, today we're going to dive even deeper into what some of those touch points can look like; because sometimes we just get overwhelmed with everything to do.

So I want to give you specific examples of what you can do depending on where your lead is at right now. You have so many leads in your audience right now. You might have cold leads that are brand new to your audience. You may have warmer leads who've been there for a little bit and are ready to almost buy from you. Right. They're warm. And then you have hot leads who love you so much that they're going to buy anything that you put out. They trust you and they've created that like, know, trust factor with you.

So today we're really diving deep into that customer conversion point system. And on average, you've heard me say this over and over. And I really want you to keep this in mind. On average, it takes anywhere from 7 to 12 touch points for a lead to move through that customer conversion journey from a lead to a paying client. It can take anywhere from 7 to 12. And this is why I really want you to be keeping track of your lead tracker and where your audience is at. Where are they on this conversion scale, this point system that I'm going to share with you today? Where are they? Are they further along than they were a few weeks ago with this relationship you're building with them? If not, we're going to be a little more intentional about what we're doing, who we are speaking to, who we're spending our time with in the DM's, who we're inviting to our freebies, and our live training and podcast episodes. Things like that.

The Customer Conversion Point System

So let's dive into this point system that I keep talking about, and you're going to absolutely love it. So this is something that I've created for my clients. It's what we've used in the business for years. It's what we teach our clients. Now, for those 7 to 12 touch points, (keep in mind, this is on average) you may have somebody come into your audience today and they may be a very cold audience member, you know, never spoke to them before. However, they have been looking for a solution for so long that they're ready to buy today because you have that perfect thing for them and they just instantly have that connection with you. So that does happen. However, the majority of the time, you do get to create that customer journey, that conversion trust, like, know factor with them before they're ready to buy, the majority of the time.

Establishing Touch Points

So on average, those touch points, how can we start to create those touch points? What does that actually look like? So there are so many different things that we can do in the online space, which is so cool. Right? There are so many incredible things we can be doing! And the more personable you can get with somebody, the stronger the touchpoint is going to be. For example, if you were to send somebody a text message or a DM with text (that can be personal if you're using their name, getting to know them, their pets, and just who they are) then perfect, amazing, personable! However, you can also move that further along by adding in some voice messages because that's even more personable. Or how about some video messages? Right? Moving that even further into some of those 7 to 12 touch points that we need to get them to. So let's talk about this; what does this look like? “What do you mean, Melissa, by my 7 to 12 touchpoints? How do I get twelve touchpoints? What is a touchpoint?”

So a touchpoint is anytime they come into contact with anything of yours. So that could mean a comment, a like, a conversation in the DM's, a sales call. And I'm going to go through how many points these really can be so that you can kind of get a good sense in your head of "This person has been in my audience for a few months and we've been talking for quite some time." Awesome! They're at that twelve point mark right now. It's time for them to come in and buy if I have the right offer for them.

Scaling Your Touch Points

So, first I'm going to start in the lower end with the things that are the least amount of touch points. Then, I'll move into the highest amount of touch points based off of my customer conversion point system. If you are responding to a comment or if you like somebody's photo; that's going to be one of the lowest touch points you can create with a potential client. So I'm going to give that about 0.1 Points. Very little. However, it is building things up. It is a touch point with that person. So a 0.1 comment, 0.1, if it's pretty detailed, you may be able to give it 0.2 points. If it's a conversation back and forth in the comments, then you can definitely stack on top of those. There's gonna be quite a few of those. So maybe 0.3, 0.4, depending on how many comments it is back and forth. So you're probably starting to see that the more that you're actually virtually touching this person, the more touch points that you're going to create in this customer conversion from lead to paying client.

Let's say that you are on Instagram stories or Facebook stories or maybe LinkedIn stories. You see someone's poll and you answer a poll question. That is probably about the same as an IG like, so 0.1 touch points. All it is is the click of a button of either yes, no, or whatever their poll options are. If you reply to somebody's Instagram story, that's even more.

For example, if you have a potential client and they're walking their dog down the street or you see them having a picnic in the park and you have replied to their story with something fun. "Oh, it looks so warm there. What kind of dog do you have?" You're getting to know them a little bit more. That's going to be about 0.2 Points.

If you go and view their website and click around a bit, if they're viewing your website and they're seeing so much of you on your website, maybe even have a video on your website introducing yourself, they go to your About Me page, or your program page; those are another few touch points. So we give that 0.2 Points. If they read your email or click something on your email then there is another 0.2 Points. Now, we can start to move into that next level with some voice and video. Now, if they're listening to a podcast. So, for example, you are listening to this podcast episode right now. You're hearing my voice. You're hearing some of my mannerisms as I'm talking. I'm not reading down a script right now. Like I'm speaking to the microphone or into the phone like how I would if we were in person right now. So that is you feeling some of my energy. It's you hearing my voice. However, my voice is off a little bit right now. You may be able to tell, it's a little raspy. I'm coming over a tiny cold. However, I still wanted to create this podcast episode no matter how my voice sounded. Because it's so important to be working on these touch points with your leads and your lead tracker.

So if you can, have some type of video or voice message added in there, because that's even more personality. It's them feeling you as a person and getting to know you. If you're in conversation in the DMs with them, that can be up to half a point. (Even more than that if it's going back and forth.) It can be higher with a voice message or video message. If you have somebody who is watching your IGTV, watching a webinar, or if they're watching a live video, anything like that. We give IGTV, our webinars, where there's no real interaction back and forth, they're just watching you and listening to you, That's half a point. If they're watching a live video with you and they're asking questions and you're responding to them and you say their name, you're creating a touchpoint with them. That is a full point. And the reason is when you're an online video, that person can see so much of you. They can see how you live, right? They can see behind you. They can see that you're a normal person.

I had one live training class that I did one year. I remember it was about a year or two ago, I was on the couch in my living room. And my adorable one eyed cat, pearl, she was just a little kitten at the time, she still kind of is. She's about to turn four. But, she was running around and she knocked into this pillow and the pillow knocked into me, kind of like pushed me over while I was on live video! And so, of course, people can relate to that. People can relate to their pets being crazy here and there, running around the house, doing zoomies, and whatever cats do. We love them. However, that was very relatable to a lot of people. I started laughing and people could see I had a sense of humor, I was just human, and that things don't have to be perfect. So people relate to that and they can relate to you more when they see you on video, especially live video.

So I highly encourage that live video. And if they're engaging with you back and forth, that can definitely be more than just a touch point. It can be 1.5 Points. So continue to build that up. If you hop on a discovery call or a sales call with somebody, that can be up to two points. Especially if you're doing it on a zoom video. Imagine if you're on a sales call with somebody and you're on Zoom and you can see each other, you can see their mannerisms, you can hear them, or you can share screens with them. There's so much you can do and so much connection that can happen on a zoom video call like that. And I definitely recommend doing sales calls on some type of video form if you aren't yet. It is a game changer and will change everything for you. We have so much fun doing that. I love doing my sales calls on Zoom. Absolutely love it. So those are a few ways that you can start to add more touch points to your customer, your lead, your potential clients. However, this will not fully work unless you finish the conversion system.

Shake The Fear Of Asking For The Sale

And the last thing to do is, as you're creating this customer conversion system and really creating that customer journey for your leads, you get to then ask for the sale. This is where you see a lot of business owners, especially newer business owners, fall off a bit because they're afraid to ask for the sale. They don't feel ready to ask for the sale. And if we're not asking for this sale, you're not going to be converting nearly as many leads as you want to be. You're going to be leaving so many, and I really mean that, so many on the table. And you're going to leave a lot of money on the table. And it's not just about the money, it's about the impact and that transformation that you could be helping them with. And so we get to ask for the sale every single day, continue to build those touch points up with this point system that I've given you today. And if you didn't write those down; then pause for a while and go back a few minutes, write all those points down and keep track of that on your lead tracker. And keep in mind, you get to ask for the sale.

So something I want to challenge you to do today, and this will be an action step for you. Something you can go and implement today is I want you to go and create three touch points with people on your lead tracker. So that's replying to some stories. That's sending some DMs. That is you hopping on live video. Go and do three of those things that I added today and that point system with people that are on your list. Do that. Also, I'm going to add to that challenge to this action item for you.

I want you to go and ask for the sale with five people who are in your warm or hot leads area. If they're warm, if they're hot, if you have something that you're offering right now; go ask for the sale. Hop to their DM's. "Hey, Melissa. Have you thought about applying for this program? I know you've been asking about it." Ask for the sale! "Hey, Melissa, I see that you've asked some questions about this program. Is there anything else I can help support you with in terms of making that decision to buy, making that next move forward in your business and your love life?" Whatever their pain points are, ask for the sale. Go and do that with five warm leads or five hot leads today and continue to work on that point system that I just walked you through. Now, I would love to hear how this goes for you, where you're at. I want to hear you taking action. So let me know how this goes for you. We'd love to hear all about your biggest takeaways from today's episode as well. So definitely come find me on Instagram. Share this on Instagram so more people can start to be doing the same and continue to build your business. And we can continue to build these businesses together. I'm so excited for you and I can't wait to see you in the next episode!

Topics we cover include:

The Customer Conversion Point System
How To Make Impacting Personal Touch Points
How To Scale Your Touch Points
How To Shake The “Asking For The Sale” Fear

And so much more!

Times to check out:

(7:06) What is The Customer Conversion Point System?

(8:00) Establishing Touch Points With Your Client

(9:52) Scaling Your Touch Points

(13:15) Great Ways To Reach Out

(17:00) How to Conclude Your Conversion Method

(18:04) Don’t Be Afraid To Ask For The Sale

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