There’s a lot that goes into launching a new project. Research, urban design, vision workshopping, branding, collateral development – the list goes on. You launch and receive 4,500 enquiries and there’s a lot of back slapping and bragging. Developers love a big database but often don’t know what to do with it.
Then someone like me sends an online enquiry to see what the customer experience is really like. After all, they probably spent over $1 million building a swank sales centre, and the branding agency directors are holidaying in the Bahamas because of the fees they’ve made.
Here’s how it pans out.
I enquired via the website on Wednesday 13 March 2019 at 1.53pm. I then received an automated email at 1.54pm advising that they have received my registration and look forward to presenting their vision. A member of the sales team will be in touch over the next 24 hours.
That’s it. No phone call. No lead nurturing through educational content. Nada.
This project is being lauded as ‘a marvellous example of progressive placemaking and suburb building’. How about being lauded as someone who cares about the customer experience?
And they’re not Robinson Caruso.
An online enquiry is the first thing I do when approached by a potential client. I need to know if they’re paying attention to their digital experience or if their sales team (internal or external) is aligned to their business vision. I also shop my client’s competitors to see what we’re up against. And honestly, the results aren’t great.
So, here’s what you need to do to ensure your big database isn’t going to waste. Design a follow up program that includes:
- How many phone calls will be made if you are unable get through to the prospect on the first attempt.
- The purpose of every phone call. What additional information are you trying to obtain that can go on the database and help the marketing team make more targeted decisions?
- The script of the voicemail message. Most voicemail messages I receive sound robotic and are unclear. It’s not a race – slow down your message and repeat your phone number two times.
- The personalised follow-up email from the sales consultant. Ensure that it doesn’t have spelling errors and isn’t telling me that Lot 312 is available for only $289,000. It’s likely that I’m not yet ready to buy that block. Ensure the email explains the options the recipient has to receive additional information.
- EDMs that feature educational and entertaining content – not sales messages. Build up the benefits of your project through great storytelling on a consistent basis and on a variety of platforms. Then put me in a long term nurture strategy.
Finally, to all developers – it takes more than a big database to make sales on a consistent basis. You need a customer lifecycle program that’s ready to go before launch.