presented by:
Alan Berg CSP
Global Speaking Fellow
TRANSFORMERS
CONVERTING LOOKERS INTO BUYERS
© 2018 AlanBerg.com • Wedding Business Solutions LLC
@AlanBerg @WeddingWireEDU #WeddingMBA
Transformers – Convert Lookers Into Buyers
© 2018 AlanBerg.com • Wedding Business Solutions LLC
@AlanBerg @WeddingWireEDU @WeddingMBA #WeDoWMBA
Transformers – Convert Lookers Into Buyers
© 2018 AlanBerg.com • Wedding Business Solutions LLC
@AlanBerg @WeddingWireEDU @WeddingMBA #WeDoWMBA
Transformers – Convert Lookers Into Buyers
They’re looking before you know they’re interested
© 2018 AlanBerg.com • Wedding Business Solutions LLC
@AlanBerg @WeddingWireEDU @WeddingMBA #WeDoWMBA
Transformers – Convert Lookers Into Buyers
4 Steps to More Sales 1. 2. 3. 4.
Get their attention Get the inquiry Have a conversation Get the sale © 2018 AlanBerg.com • Wedding Business Solutions LLC
@AlanBerg @WeddingWireEDU @WeddingMBA #WeDoWMBA
Transformers – Convert Lookers Into Buyers
What’s their path to you? • • • • •
Start looking before they get engaged Online search for wedding info WeddingWire/Google/Social Media Ask friends/family/co-workers How many others have they considered? © 2018 AlanBerg.com • Wedding Business Solutions LLC
@AlanBerg @WeddingWireEDU @WeddingMBA #WeDoWMBA
Transformers – Convert Lookers Into Buyers
How many stops do they make before they reach your storefront or website? © 2018 AlanBerg.com • Wedding Business Solutions LLC
@AlanBerg @WeddingWireEDU @WeddingMBA #WeDoWMBA
Transformers – Convert Lookers Into Buyers
Conversion = Action © 2018 AlanBerg.com • Wedding Business Solutions LLC
@AlanBerg @WeddingWireEDU @WeddingMBA #WeDoWMBA
Transformers – Convert Lookers Into Buyers
How many conversions need to happen? © 2018 AlanBerg.com • Wedding Business Solutions LLC
@AlanBerg @WeddingWireEDU @WeddingMBA #WeDoWMBA
Transformers – Convert Lookers Into Buyers
Reduce the friction Make it easy to do business with you © 2018 AlanBerg.com • Wedding Business Solutions LLC
@AlanBerg @WeddingWireEDU @WeddingMBA #WeDoWMBA
Transformers – Convert Lookers Into Buyers
No Dead Ends Always have another step © 2018 AlanBerg.com • Wedding Business Solutions LLC
@AlanBerg @WeddingWireEDU @WeddingMBA #WeDoWMBA
Transformers – Convert Lookers Into Buyers
Avoid these mistakes in your first reply © 2018 AlanBerg.com • Wedding Business Solutions LLC
@AlanBerg @WeddingWireEDU @WeddingMBA #WeDoWMBA
Transformers – Convert Lookers Into Buyers
Avoid these mistakes in your first reply
Asking high-commitment questions • Budget
© 2018 AlanBerg.com • Wedding Business Solutions LLC
@AlanBerg @WeddingWireEDU @WeddingMBA #WeDoWMBA
Transformers – Convert Lookers Into Buyers
Avoid these mistakes in your first reply
Asking high-commitment questions • Asking for a phone call right away © 2018 AlanBerg.com • Wedding Business Solutions LLC
@AlanBerg @WeddingWireEDU @WeddingMBA #WeDoWMBA
Transformers – Convert Lookers Into Buyers
Avoid these mistakes in your first reply
Asking high-commitment questions • Asking for a meeting/ tour right away © 2018 AlanBerg.com • Wedding Business Solutions LLC
@AlanBerg @WeddingWireEDU @WeddingMBA #WeDoWMBA
Transformers – Convert Lookers Into Buyers
Avoid these mistakes in your first reply
Asking for personal information • Address
© 2018 AlanBerg.com • Wedding Business Solutions LLC
@AlanBerg @WeddingWireEDU @WeddingMBA #WeDoWMBA
Transformers – Convert Lookers Into Buyers
Avoid these mistakes in your first reply
Assuming they’re price shopping because they only asked about price
© 2018 AlanBerg.com • Wedding Business Solutions LLC
@AlanBerg @WeddingWireEDU @WeddingMBA #WeDoWMBA
Transformers – Convert Lookers Into Buyers
Avoid these mistakes in your first reply
Assuming they can’t afford you because they only asked about price
© 2018 AlanBerg.com • Wedding Business Solutions LLC
@AlanBerg @WeddingWireEDU @WeddingMBA #WeDoWMBA
Transformers – Convert Lookers Into Buyers
Avoid these mistakes in your first reply
Using copy/pasted text
© 2018 AlanBerg.com • Wedding Business Solutions LLC
@AlanBerg @WeddingWireEDU @WeddingMBA #WeDoWMBA
Transformers – Convert Lookers Into Buyers
Avoid these mistakes in your first reply
Using auto-replies
© 2018 AlanBerg.com • Wedding Business Solutions LLC
@AlanBerg @WeddingWireEDU @WeddingMBA #WeDoWMBA
Transformers – Convert Lookers Into Buyers
Avoid these mistakes in your first reply
Ending with a dead end: • Feel free to… • Let me know… • I look forward to… © 2018 AlanBerg.com • Wedding Business Solutions LLC
@AlanBerg @WeddingWireEDU @WeddingMBA #WeDoWMBA
Transformers – Convert Lookers Into Buyers
Avoid these mistakes in your first reply
Dumping TMI on them
© 2018 AlanBerg.com • Wedding Business Solutions LLC
@AlanBerg @WeddingWireEDU @WeddingMBA #WeDoWMBA
Transformers – Convert Lookers Into Buyers
“People won’t care how much you know, until they know how much you care.” Theodore Roosevelt
© 2018 AlanBerg.com • Wedding Business Solutions LLC
@AlanBerg @WeddingWireEDU @WeddingMBA #WeDoWMBA
Transformers – Convert Lookers Into Buyers
Dumping TMI on them
© 2018 AlanBerg.com • Wedding Business Solutions LLC
@AlanBerg @WeddingWireEDU @WeddingMBA #WeDoWMBA
Transformers – Convert Lookers Into Buyers
Avoid these mistakes in your first reply
Sending PDF brochures
© 2018 AlanBerg.com • Wedding Business Solutions LLC
@AlanBerg @WeddingWireEDU @WeddingMBA #WeDoWMBA
Transformers – Convert Lookers Into Buyers
Continue the conversation they’ve already started!
© 2018 AlanBerg.com • Wedding Business Solutions LLC
@AlanBerg @WeddingWireEDU @WeddingMBA #WeDoWMBA
Transformers – Convert Lookers Into Buyers
They’re not “just looking around” They’re going to buy from someone…
Why Not From You? © 2018 AlanBerg.com • Wedding Business Solutions LLC
@AlanBerg @WeddingWireEDU @WeddingMBA #WeDoWMBA
Transformers – Convert Lookers Into Buyers
Do this in your first reply:
Reply quickly
© 2018 AlanBerg.com • Wedding Business Solutions LLC
@AlanBerg @WeddingWireEDU @WeddingMBA #WeDoWMBA
Transformers – Convert Lookers Into Buyers
Do this in your first reply:
Reply using the same method
© 2018 AlanBerg.com • Wedding Business Solutions LLC
@AlanBerg @WeddingWireEDU @WeddingMBA #WeDoWMBA
Transformers – Convert Lookers Into Buyers
Do this in your first reply:
Start with low-commitment questions • Are you having both your ceremony and reception at the same venue? © 2018 AlanBerg.com • Wedding Business Solutions LLC
@AlanBerg @WeddingWireEDU @WeddingMBA #WeDoWMBA
Transformers – Convert Lookers Into Buyers
Do this in your first reply:
Start with low-commitment questions • How many guests are you expecting? © 2018 AlanBerg.com • Wedding Business Solutions LLC
@AlanBerg @WeddingWireEDU @WeddingMBA #WeDoWMBA
Transformers – Convert Lookers Into Buyers
Do this in your first reply:
Start with low-commitment questions • Were you referred to us by another couple? © 2018 AlanBerg.com • Wedding Business Solutions LLC
@AlanBerg @WeddingWireEDU @WeddingMBA #WeDoWMBA
Transformers – Convert Lookers Into Buyers
Why do they ask “How much does it cost?”
© 2018 AlanBerg.com • Wedding Business Solutions LLC
@AlanBerg @WeddingWireEDU @WeddingMBA #WeDoWMBA
Transformers – Convert Lookers Into Buyers
“88% of couples want to see pricing before even reaching out to contact a vendor” WedInsights Volume 6
© 2018 AlanBerg.com • Wedding Business Solutions LLC
@AlanBerg @WeddingWireEDU @WeddingMBA #WeDoWMBA
Transformers – Convert Lookers Into Buyers
Do YOU ask about price when you’re the customer?
© 2018 AlanBerg.com • Wedding Business Solutions LLC
@AlanBerg @WeddingWireEDU @WeddingMBA #WeDoWMBA
Transformers – Convert Lookers Into Buyers
When YOU ask how much… Is it because you can’t afford it?
© 2018 AlanBerg.com • Wedding Business Solutions LLC
@AlanBerg @WeddingWireEDU @WeddingMBA #WeDoWMBA
Transformers – Convert Lookers Into Buyers
When YOU ask how much… Are you always looking for the cheapest solution/product/service?
© 2018 AlanBerg.com • Wedding Business Solutions LLC
@AlanBerg @WeddingWireEDU @WeddingMBA #WeDoWMBA
Transformers – Convert Lookers Into Buyers
When THEY ask how much… They already like what they’ve seen, read and heard.
© 2018 AlanBerg.com • Wedding Business Solutions LLC
@AlanBerg @WeddingWireEDU @WeddingMBA #WeDoWMBA
Transformers – Convert Lookers Into Buyers
When THEY ask how much… You’ve made it to their short list.
© 2018 AlanBerg.com • Wedding Business Solutions LLC
@AlanBerg @WeddingWireEDU @WeddingMBA #WeDoWMBA
Transformers – Convert Lookers Into Buyers
When THEY ask how much… They already think you’re a good fit.
© 2018 AlanBerg.com • Wedding Business Solutions LLC
@AlanBerg @WeddingWireEDU @WeddingMBA #WeDoWMBA
Transformers – Convert Lookers Into Buyers
When THEY ask how much… Treat them like good prospects, until proven otherwise.
© 2018 AlanBerg.com • Wedding Business Solutions LLC
@AlanBerg @WeddingWireEDU @WeddingMBA #WeDoWMBA
Transformers – Convert Lookers Into Buyers
People buy from people, not from companies!
© 2018 AlanBerg.com • Wedding Business Solutions LLC
@AlanBerg @WeddingWireEDU @WeddingMBA #WeDoWMBA
Transformers – Convert Lookers Into Buyers
We do business with people we know, like and trust
© 2018 AlanBerg.com • Wedding Business Solutions LLC
@AlanBerg @WeddingWireEDU @WeddingMBA #WeDoWMBA
Transformers – Convert Lookers Into Buyers
Build trust and rapport before you ask high-commitment questions
© 2018 AlanBerg.com • Wedding Business Solutions LLC
@AlanBerg @WeddingWireEDU @WeddingMBA #WeDoWMBA
Transformers – Convert Lookers Into Buyers
No Dead Ends Conversion = Action © 2018 AlanBerg.com • Wedding Business Solutions LLC
@AlanBerg @WeddingWireEDU @WeddingMBA #WeDoWMBA
Transformers – Convert Lookers Into Buyers
Converting inquiries to meetings/sales • Reply quickly • Assume they’re reading on mobile • Start with low-commitment questions • Be personal • End with ONE question © 2018 AlanBerg.com • Wedding Business Solutions LLC
@AlanBerg @WeddingWireEDU @WeddingMBA #WeDoWMBA
Transformers – Convert Lookers Into Buyers
Thank you!
Get Alan’s monthly articles: www.ConnectWithAlanBerg.com © 2018 AlanBerg.com • Wedding Business Solutions LLC
@AlanBerg @WeddingWireEDU @WeddingMBA #WeDoWMBA
Transformers – Convert Lookers Into Buyers
Social Moment @AlanBerg @WeddingWireEDU @WeddingMBA
© 2018 AlanBerg.com • Wedding Business Solutions LLC
@AlanBerg @WeddingWireEDU @WeddingMBA #WeDoWMBA
Visit Alan’s website to get his books and to find out about his on-site training and website reviews www.AlanBerg.com or email Alan@AlanBerg.com call/text 732.422.6362