Converting B to C Leads To Sales For Big Ticket Purchases

Your company may be great at generating leads through AI and programmatic advertising. What about converting leads to sales appointments and, ultimately, sales? Today, no one wants to answer the telephone, but most consumer sales for big-ticket projects (10k and above) still include a telephone call before a sale. This is especially true in the home improvement industry.

The best lead conversion strategy will include a contact cadence with telephone calls, text, email, and social outreach. For this article, I am going to focus on the telephone call contact strategy.

There should be an outbound telephone call attempt for any new lead within the first two minutes of receiving the lead. Speed to lead is crucial, as any more time between lead and first call will diminish conversion from lead to appointment. If there is no answer, there should be an immediate re-dial attempt followed by a pre-set number of dials at pre-set intervals until the initial contact is made. From there, let the data tell you the best dialing strategy. Conduct AB tests on your dialing cadence until you have developed the optimal contact strategy to achieve the highest answer rate on your outbound calls.

We know consumers do not want to talk to companies multiple times on the telephone before meeting in person. There should be no need for a confirmation call before an appointment.

Review the call recording from the initial appointment and confirm the appointment based on the quality of the engagement on the initial call.

By focusing on speed to lead (calling all leads within 2 minutes of receipt), instantly re-dialing initial no answers, using data to develop the optimal dialing cadence, and then eliminating confirmation calls by using QA reviews of call recordings, you’ll be on your way to making the most out of the leads you generate.