module 4:qualifying leads - amazon s3 · pre-qualify leads for better conversion •the easiest way...

©Lori Kennedy Inc. 2015 & Beyond

Module 4: Qualifying Leads

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What You Will Learn:• What are leads and where do they come from?

• How to qualify a lead to make sure they are a right fit for yourprogram

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What Are Leads?• A lead is a prospective consumer of services or products when they

show interest by providing their contact information (email, phonenumber, address)

• A qualified lead self-identifies as a person who would be a right fitfor your program

• A cold lead (stranger) turns into a warm lead then into a qualifiedlead, then into a prospect and then into a client

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Where Do Leads Come From?• Leads come from a variety of sources - - both online and offline

• The best place to find new client’s is to meet them where they areat instead of trying to get them to come to you

• Where do the people you want to help hangout, socialize, volunteer,spend time with their families, exercise, pray, eat, shop or vacation?

• The fastest way to build up leads is through community speaking gigsand referrals - - not social media

• The goal of any lead generation campaign is to collect names, emailsand phone numbers

• Follow up!

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Pre-Qualify Leads For Better Conversion

• The easiest way to pre-qualify leads before scheduling them into theT.C.C. is by asking open ended questions

• Create 5 questions that help the lead to understand the value ofyour program and ask the questions before scheduling the T.C.C.

• The questions should be short, simple to answer and provide clarityto the lead in terms of what they need to transform

• After the lead completes the short survey or answers the questionsthey are now qualified (or not) to schedule a T.C.C. with you

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5 Qualifying Questions

1. How did you hear about me/company?

2. Have you ever invested in a nutrition/fitness/healthprogram before?

3. If yes, what where your results? If no, why now?

4. What results would you like to achieve in the next 12weeks?

5. On a scale of 1-10 (10 being the highest) how committedare you to achieving this goal?

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Schedule The Transformation Conversion Conversation

• You can use survey monkey, Google forms or a simple email withquestions

• Give 2 reminders to the lead to complete the survey before yougive up

• Based on the answers to the pre-qualifying questions you will beable to assess whether the lead is a qualified prospect

• If the lead took the time to answer the questions and the answersmatch your offering then you can move to the next step which isscheduling the T.C.C.

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Module 4: Schedule & Hold the Transformation

Conversion Conversation

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What You Will Learn:• The overview of the Transformational Conversion Conversation

• How to ignite the KLT + E Formula

• The 5-StepTransformational Conversion Conversation

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Overview of the T.C.C.

• After the lead has qualified themselves through your 5-questionsurvey, it’s time to invite them to schedule the T.C.C. (aka salesconsult)

• The intention of the T.C.C. is to get the qualified lead to make adecision that serves their best interests, while you detach fromthe outcome

• The T.C.C. is NOT where you conduct an in-depth nutrition orfitness exam, after the client agreement has been signed

• The T.C.C. is a two-way conversation where you and the qualifiedlead can determine if you both are a right fit to work together

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Schedule the T.C.C.• Create dedicated T.C.C. times in your online calendar (45 to 60

minutes in length)

• Determine what forms you want the qualified prospect to complete,the delivery and return of the forms

• Create an e-mail and phone script that invites the qualified lead intothe T.C.C. Communicate the benefit-rich outcome the T.C.C.provides

• TIP: leave a minimum 3 days between the request to schedule aT.C.C. and the actual T.C.C. appointment, so you can ignite the KLT+ E Formula and have them complete a food tracker

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Schedule the T.C.C.• Within the e-mail, provide your online schedule link so they can

schedule in their own appointment, and let them know that nextstep instructions will follow after they schedule their appointment

• If you are on the phone, you can schedule the qualified prospect intoyour online scheduler using their contact information – schedulewhile on the phone

• Immediately after the T.C.C. is scheduled, send the T.C.C.confirmation e-mail with next step instructions

• Ignite the KLT + E Formula e-mail

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Checklist for T.C.C. Confirmation E-mail

• Welcome & overview of an e-mail

• Date of T.C.C.

• Address

• Map

• Parking instructions

• Reschedule/cancellation policies with a link to online schedule again

• Links to forms to complete with exact instructions on how todownload, save, print, complete and bring with you or send back inadvance

• Best way to contact you13


Ignite the KLT + E Formula • People don’t buy from strangers, they buy from people they know,

like and trust

• Take full advantage of the time when qualified prospects are waitingto have the T.C.C. with you – perfect time to build rapport

K = KNOWL = LIKE

T = TRUST

E = ENGAGE

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Ignite the KLT + E Formula • Create a high-value piece of content that provides results in

advance, specific to one problem you are going to solve in yourprogram

• Enter the conversation the qualified prospect is already having intheir head, by addressing their concerns in the piece of content

• Blog posts, webinars, audio trainings and checklists are goodexamples

• 24 hours after the T.C.C. confirmation e-mail is sent, send out theKLT + E-email with a link to the high-value piece of content and anopen-ended question to spark an e-mail conversation

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24-Hour T.C.C. Reminder E-mail • 24 hours prior to the scheduled T.C.C. appointment, send the 24-

hour appointment reminder e-mail to the qualified prospect

• This should be the third (if not fourth) e-mail in the exchange, priorto qualified prospect having the T.C.C. with you

• The 24-hour reminder e-mail is very similar to the T.C.C.confirmation e-mail – add a reminder of scheduled appointment

• If possible, include a personal comment based on the KLT + e-mailexchange

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5-Step Transformation Conversion Conversation

• Step 1: Set the stage, communicate the agenda and benefit-richoutcomes

• Step 2: Establish “Why Now” & “Where They Are Coming From” viathe Interest Profile

• Step 3:Assess “Where Are They Now?” Personalized Metrics & FoodTracker

• Step 4: Close the gap between the “Come From” and “Where TheyWant to Go”

• Step 5: Invite into transformation via the A or B “Close the DealStrategy” and complete the client agreement and payment

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Prospect Scenarios & Tips• Leave a minimum of 3 days between initial contact and T.C.C.

appointment to allow for food tracking/assessment

• No forms

• Forms but not filled out

• Form partially filled out

• Completed forms with extra details

• Doesn’t want to get weighed

• Remember the max amount your scale will handle

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T.C.C. Step 1 – Set the Stage• GOAL of Step 1 – Set The Stage is to build rapport and trust, lead

with confidence and help the prospect feel at ease

• Greeting – ask neutral questions, comment on something nice, askhow their day has been so far

• Let them know where the bathrooms are and where to sit

• Offer a drink

• Ask if they brought their forms (have extra blank ones at hand)

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T.C.C. Step 1 – Set the Stage• Start by going over the agenda of what you will cover in the next 45

to 60 minutes

• Ask permission to discussion recommendations and program details

• Lead by letting them know that by the end of your time together,they will have confidently made a decision that will impact the restof their lives

• Ask if you can get started. Get permission to continue.

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Step 1 – Set the Stage• Start with sharing your “what’s in it for me story” and revealing

something personal about yourself – breaks down barriers to trust

• Who are you and why should they listen to you?

• Add in experiences with other clients

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T.C.C. Step 2 – Interest Profile• The GOAL of Step 2 – Interest Profile, is to gather personal details,

emotional state, mindset, wants and needs of the prospect, so thatyou can keep their best interests top of mind while serving them

• Go through the questions on the Interest Profile

• If the IP isn’t filled out, use the questions as a guide and take notes

• Write down what the prospect is saying verbatim – importantpoints about family, health and their pain

• Set a fact-finding mission and dig deeper into areas you areconcerned about

• Ask open-ended questions

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• The GOAL of Step 3 – Personalized Metrics, is to assess the pastand current physical state of the prospect and to use those metricsas logical proof that the program is a right fit for them

• Give an overview of what you are going to do and why

• Weight, body fat %, chest, waist and hip measurements, age, height,physical activity level and professional activity

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T.C.C. Step 3 – Personalized Metrics


• You are assessing them so that you can create their personalizednutrition and weight loss plan that is customized for their specificbody – age, weight, height, bf and activity level

• Acknowledge that no one likes to go on the scale – they don’t haveto look at the numbers

• You will explain what everything means once you are finishedcollecting the metrics

• Chart the metrics on the body composition form

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• Ask the prospect how much weight they want to lose

• Identify inches that must be lost

• Relate current metrics to disease risk factors

• Focus on body fat % – explain body composition and what beingskinny fat is

• Relate measurements back to family history or fear of disease

• This is the painful part...

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You are looking for:

• Too many hours between meals

• Too much carbs and not enough fibre – refined or complex

• Excess fats

• Not enough vegetables

• Not enough protein

• No water

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T.C.C. Step 3 – Food Tracker


T.C.C. Step 3 – Food Tracker• Refer back to mentioned symptoms or feelings

• Point out why they feel the way they feel, based on their eatingpatters as shown on the food tracker – bloating, indigestion, inabilityto lose weight, mood swings – make the connection

• Highlight 2 areas of concern

• Give 1 to 2 suggestions around the areas of most concern

• Explain why you are concerned and relate it back to their pain

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T.C.C. Step 3 – Food Tracker• The 1–2 recommendations you give, should be based on the info

you gathered during the IP

• What did they say they liked about their previous experiences?

• What is the most important goal to them?

• What recommendations can you give them that will not overwhelmthem?

• No goal is too small – ask for the level of confidence andcommitment in being able to implement your recommendations

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T.C.C. Step 4 – Close the Gap• The GOAL of Step 4 – Create the Dream, is to identify the gap between where

they are now and where they want to go; close the gap by confidently communicating the road map to get to their desired goal

• Paint an emotionally charged, intangible picture of the results the prospect desires

• This is ALL about what the prospect WANTS, not what they NEED

• Describe the benefits, the outcome and what will happen if no changes are made

• If you get a money objection, you have to go back to this step and repeat it

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T.C.C. Step 4 – Close the Gap Identify a concrete and measurable goal

- Paint a vision of their future – what does it look like and feel like toweigh X by X date?

- Make it real – what kinds of clothes will you buy, how will your husbandlook at you, will you feel better naked?

- Identify how much weight to lose – refer to the reason they want tolose the weight by that date

- Break down the number of weeks it’s going to take them – women 1 to2 lbs/week and men 2-3 lbs/week

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T.C.C. Step 4 – Close the Gap 2. Review the “Come From” and “WhereThey Want to Go”

- Remind them of the trigger and pains that motivated to contact you

- Use personalized metrics collected to review their current state andtheir future if no changes are made

- Refer to their wants, goals and desired amount of weight to lose anddraw a word picture of the outcome they could have if they committedto transformation

- Ground the transformation outcome by asking the prospect to describehow they feel, what they look like and the kind of person they willbecome

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T.C.C. Step 4 – Close the Gap 3. Review challenges and

mindset traps

- What would stop the prospect fromachieving those results?- When you identify perceivedchallenges and mindset trips beforeyou invite the prospect intotransformation, you can overcome theobjections before they appear- Work through each challenge one ata time and make notes, so that youcan address them during thetransformation invitation

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T.C.C. Step 5 – Invite Into Transformation

• The GOAL of Step 5 – Invite Into Transformation, is to coach the prospect into confidently making a decision that is based on their best interests

• The best outcome is that the prospect commits to enrolling in your program with ease and you can complete the enrolment process

• The worst outcome is that the prospect is unable to make a decision, feels confused, overwhelmed and unsure of themselves

• Your job is to coach the prospect to make a decision they feel really good about

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• Ask the prospect if it’s okay to share recommendations and more information on how you can help them achieve their goal, based on the info you collected

• The prospect is looking to you to tell them what to do, so lead with confidence

• Give specific recommendations

• Use the A or B ‘’Close The Deal’’ strategy

• Stop talking and wait

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Gain, Logic, Fear Trifecta

• Using the prospect’s own words, describe everything the prospect wants and has to gain

• List all logical reasons to make this commitment (number of weeks on plan, disease risk factors, family history)

• Target the prospect’s fears by addressing what will happen in the next 3 to 5 years if no commitment to transform is made and the prospect remains the same

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A or B ‘’Close The Deal’’ Strategy

• Describe the higher-priced, long-term program first as OPTION A

• Then describe the alternative program OPTION B

• Tell the prospect which one is best for them and why

• Ask which one they would like to enroll into, so that they canachieve the transformation (describe it again) they desire

• STOP TALKING36


Module 4: Overcoming Objections

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What You Will Learn:• The 4 common objections and how to overcome them

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Overcome Objections • That’s a lot of money

• I want to try it on my own for a bit

• I have to talk to my spouse

• How do I know this will work?

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That’s a Lot of Money• Avoid repeating the service delivery aspect

• Refer back to their wants and highlight how you will help themachieve that

• Value wasn’t presented

• Confused over what the program is

• Didn’t hit the emotional hot spot

• Go back to closing the gap

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That’s a Lot of Money• Review goals and goal

achievement timeline – revisitpain and move towardspleasure

• Break the price down againfor them into monthly chunks

• If you gave them extra value(two sessions free or took offa percentage) would they getstarted?

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I Want to Try It on My Own for a Bit

• Sure no problem – let’s make a deal...

• You go and try it, implement the two suggestions I gave you andthen come back in two weeks – I never give away second compconsults but I want you to come back

• If nothing has changed then we will start the program, okay?

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I Have to Talk to My Spouse • Go back to the question about who is their support system – was

the husband supportive of her wanting to lose weight, did he knowshe was coming here today?

• Get started now and talk to husband, give me a call before ourprogram delivery to confirm – gives them an easy way out

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How Do I Know It Will Work?• It’s not a diet

• Collected health symptom information, so that the personalized planis customized

• Strategic foods will be chosen that support fat loss and are easilyimplemented

• Learn what the body wants and doesn’t want

• Reassure the prospect by saying all of the things they liked aboutprevious experience

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Objection Questions• What else would you like to know so that you can confidently make

a decision to move forward?

• What is standing in your way?

• How can I help you to come to a decision now?

• What would help you to feel comfortable making a decision?

• Do you have an idea of what you will do instead to achieve yourgoal?

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Module 4: Next Steps

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What You Will Learn

• 9-Part Enrolment

Process

• Client Agreement

• Next Steps

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9-Part Enrolment Process

1. 5 pre-qualifying questions

2. Schedule & hold the 5-Step Transformation Conversion Conversation

3. Complete client agreement

4. Complete payment

5. Collect personalized plan metrics (if needed)

6. Schedule program delivery and sessions (or if group, notify of weekly

days/times)

7. Take before pictures

8. Give program materials

9. Send a Welcome E-mail

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Complete Enrolment Process• Complete payment using a payment processor

– receipt will automatically be sent to a new client

• Collect personalized plan metrics – age, weight, height, body fat %, current level of activity

• Use online schedule to schedule 1:1 program delivery (60 min) or inform the client of group dates/times– the group will meet the same day/time weekly & program delivery is done within the group session

• Take before pictures– front, back, side (2 of each)

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Complete Enrolment Process• Give program materials

– Getting Started Handouts & sample meals, copy of client agreement, food tracker

• Wish client a happy day with a hug– Get excited and welcome the client into your program

• Send a Welcome E-mail (template) – Next step instructions, reminders, scheduled appointments, best contact methods, policies, links to content, link to online scheduler for 1:1 sessions, link to FB group

50©Lori Kennedy Inc. 2015 & Beyond


Client Agreement

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Client Agreement

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Client Agreement

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Next Steps

• Send Welcome Email and include any appointment dates, download links or information they need to know

• Send a copy of the payment receipt and link to medical disclaimer, refund policy and appointment scheduling/cancellation policies (link

to page on website)

• Map out their program and personalized plan (if providing one)

54©Lori Kennedy Inc. 2015 & Beyond

module 4:qualifying leads - amazon s3 · pre-qualify leads for better conversion •the easiest way...

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