The Conversion Code: Capture Internet Leads, Create Quality Appointments, Close More Sales

267 Pages·2016·2.37 MB·English

by  Chris Smith

Table of Contents
Title Page
Copyright
Introduction: How The Conversion Code Was Created
How to Crack The Conversion Code
How You Can Crack The Conversion Code
The Conversion Code Creeds
Note
Part I: Capture Internet Leads
Chapter 1: Need More Leads?: How to Build Websites and Landing
Pages That Consistently Capture Internet Leads
Content Is Not King if Your Goal Is Capturing and Converting
Leads—Design, Being Purposeful and Landing Pages Are King
How to Quickly and Inexpensively Turn a Website into a Lead-
Generating Machine
Landing Pages Are the New Black
Microwave Marketing Mentality
Get the Most Out of Your Website and Landing Pages by
Retargeting the Visitors Who Do Not Convert
Notes
Chapter 2: Writing the Perfect Blog Post
Headline
Storytelling Hook
Fewer Characters per Line at First
Featured Image
The 1,500+ Word Sweet Spot
Soundbites for Social Sharing
Now You're Creating Content That Is Ready to Be Optimized for
Lead Generation, Social Media, and Search Engines
Notes
Chapter 3: Optimizing Your Content for Lead Generation, Social
Media, and Search Engines
Optimizing Your Content for Lead Generation
Optimizing Your Content for Social Media
Optimizing Your Content for Search Engines
Notes
Chapter 4: Advanced Facebook Marketing and Advertising
Techniques That Generate “Ready to Buy” Leads
Facebook Profile Pro Tips
Facebook Groups
Facebook Pages
Facebook Ads
The Essentials of Running a Great Facebook Ad
The Perfect Facebook Ad Funnel
Four Facebook Ad Types Everyone Should Run
Notes
Chapter 5: Simple Strategies (Beyond Facebook) That Drive Massive
Traffic and Leads to Your Website and Landing Pages
Email Marketing
Retargeting
Curation
YouTube
Twitter
Instagram
Guest Blogging
Podcasting
Webinars
Notes
Part II: Create Quality Appointments
Chapter 6: How to Use CRM, SMS, and Marketing Automation to
Immediately Turn a New Lead into a Hot Appointment
The Fortune is in the Follow-Up
Speed + Tenacity + Script = Highest Conversion Rate Possible
SMS > Email
Emails That Work
Chapter 7: Need More Appointments? How to Use Email Marketing,
Retargeting, and User Tracking to Turn Old Leads into Quality
Appointments
There Is No Longer an Old Lead Bucket
Ads as a Lead Follow-Up Tool
Part III: Close More Sales
Chapter 8: Need to Know Exactly What to Say to a Lead on the
Phone?: How to Have a Perfect First Minute on a Sales Call with an
Internet Lead
The Two-Step Precall Lead “Stalk”
Chapter 9: The Digging Deep Technique: Questions to Ask That Make
It Impossible for an Internet Lead to Say No
The Digging Deep Technique
Notes
Chapter 10: How to Build Trust with an Internet Lead in Two Simple
Steps
Chapter 11: Proactively Uncovering Objections
Chapter 12: How to Start Closing an Internet Lead Using the “Five
Yes Technique”
The 20/20/20 Sale
Chapter 13: How to Pitch Using the “Feature, Benefit, Tie-Down
Technique” and Identify Exactly When to Close
Always Be Closing
Chapter 14: Exactly What to Say When You Start to Close
Chapter 15: The Two-Step Close
Step 1: The Trial Close
Step 2: The Slot Close
Chapter 16: What to Say When Someone Still Says No
Buying Questions versus Objections
ARCing
Chapter 17: They Said Yes! Now What Do You Say?
Chapter 18: How to Turn a Closed Internet Lead into Even More Sales
Bonus: Checking the Analytics and Metrics That Actually Matter (and what
to do based on what you find)
Website Metrics That Matter
Landing Page Metrics That Matter
Facebook Metrics That Matter
Email Marketing Metrics That Matter
Sales Metrics That Matter
Notes
Index
End User License Agreement
List of Illustrations
Chapter 1: Need More Leads?: How to Build Websites and Landing Pages
That Consistently Capture Internet Leads
Figure 1.1
Figure 1.2
Figure 1.3
Chapter 2: Writing the Perfect Blog Post
Figure 2.1 Average Length of Top-Performing Content
Chapter 4: Advanced Facebook Marketing and Advertising Techniques
That Generate “Ready to Buy” Leads
Figure 4.1
Figure 4.2
Figure 4.3
Figure 4.4
Chapter 5: Simple Strategies (Beyond Facebook) That Drive Massive
Traffic and Leads to Your Website and Landing Pages
Figure 5.1
Chapter 6: How to Use CRM, SMS, and Marketing Automation to
Immediately Turn a New Lead into a Hot Appointment
Figure 6.1
Figure 6.2
Figure 6.3 Impact of Speed-to-Response on Lead Conversion
Figure 6.4 The Optimal Number of Calls
Figure 6.5 Best Days and Times to Contact Leads
Chapter 8: Need to Know Exactly What to Say to a Lead on the Phone?:
How to Have a Perfect First Minute on a Sales Call with an Internet Lead
Figure 8.1
Figure 8.2
Chapter 13: How to Pitch Using the “Feature, Benefit, Tie-Down
Technique” and Identify Exactly When to Close
Figure 13.1
THE CONVERSION CODE
CAPTURE INTERNET LEADS
CREATE QUALITY APPOINTMENTS
CLOSE MORE SALES
CHRIS SMITH
This book is printed on acid-free paper. ∞
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Library of Congress Cataloging-in-Publication Data is available.
ISBN 978-1-119-21188-4 (hardback) 978-1-119-21189-1 (epdf)
978-1-119-21190-7 (epub)
Cover image: Mike Mangigian Cover design: Wiley
Internal Graphics & Charts: Mike Mangigian and Allie DeCastro Edited by: Steve Smith
Introduction