Justin DeBoom sells vacation packages. He’s been the top sales rep at his agency for 3 consecutive years. He’s also an avid fisherman, goes on holiday at least twice per year and rarely works more than 40 hours per week.
Some would say Justin is nothing more than a mythical creature, a unicorn perhaps, but he’s not. He’s every bit as real as you and I.
Earlier this year, Justin approached me with an open mind and a strong desire to improve his sales process.
He laid it out for me and said, “A good friend of mine recommended your service. Here’s what I’m doing right now. What can I do to improve?”
Justin is smart, he’s doing his advanced work to ensure he doesn’t slip into having to work harder and longer hours to meet his sales targets.
I begin every new relationship with a quick win. It’s a great way for me to get to know the client (in this case Justin) and vice versa (for them to get to know me). After reviewing Justin’s pipeline, I determined the email he was sending to clients to spark interest and showcase his expertise, was the best place to start.
Change 1) Sample itinerary delivery. This email contains a link to a sample itinerary to get them excited about making the actual booking. He typically sends it right after speaking with the client on the phone. While his response rate was already high, I knew even a small improvement here would WOW his clients and instantly show in his end of month report.
I told Justin to switch out this email for a personalized video email message, because it’s impersonal and in direct conflict with what make him successful (the personal touch).
We discussed the potential for this message to be evergreen (a canned video email he could re-use). However, after talking it through, Justin and I both agreed that investing 5 minutes to create a truly personalized video email message was better in this instance. At the end of the video email, Justin is using a call-to-action message. Once clicked, it opens the sample itinerary he’s created for the client.
This is what the email looks like: And here’s the actual video:
When you look at these two communications side-by-side it doesn’t take a rocket scientist, to understand why the video email version performs better.[I mean] “Who would you rather do business with? The faceless stranger in the old version; or the new one, with this charming young man who’s invested the time to send you a personalized video email message?”
Justin’s already noticed a 35% increase in bookings.
A couple of weeks ago, Justin took a guy he’d been working for 9 months with no response, sent him a personalized video email message like the one above, and had the guy book a $11K vacation package right there on the spot.
Update February, 2016
FYI, January was second largest month in company history for individual sales numbers. Second only to my first biggest from October. I owe much of that to your video email software for sure. –Justin Deboom
Next – we’re tweaking two more steps in Justin’s process:
Change 2) Thank you page
The page a visitor sees after requesting a quote on the website. This is when a website visitor becomes a lead.
Currently, upon submission of that form, they’re forwarded to a thank you page that tells them to go and check their email (see image below).
Even if they added a picture, like the one I found on their ‘Team’ page, it would make a night and day difference to the feel of the page (see image below).
Change 3) First-touch email
The email with the initial questions needed to build the custom itinerary. This is the step that comes right after they request a quote.
The goal of this communication is to make first contact. The client is going from requesting a quote from the company to getting to know the rep they’ll be working with. Currently, the email goes out from the sales manager (see image below).
I believe you can guess what I told Justin to do here… use a video email message (only this time, since it’s automated upon submission of the ‘request a quote’ form, to use an evergreen video email message).
Will is the Managing Director of jiveSYSTEMS and creator of the Digital Handshake™, a digital version of a time-proven tradition that turns tedious follow-up into a closing conversation. Will’s a hands-on guy, with a decade of experience enabling sales teams to leverage video. Will's an instant catalyst for positive change, once you get to know him, you’ll completely understand why.
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