Transformers: Convert Lookers into Buyers

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!

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@AlanBerg @WeddingWireEDU @WeddingMBA #WeDoWMBA

Transformers – Convert Lookers Into Buyers

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© 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