Ok, sounds pretty good, right? Let me clarify that this trick is for effortlessly tripling your responses from people who contact you through your listing page on The Knot (instead of clicking through to your website).
I don’t know the full history here, but I do not believe The Knot always had a “Request Quote” button on our listing pages–just links to our websites and social media.
Or perhaps it’s always been there but the introduction of their mobile app about a year ago simply draws more attention to it now. I don’t know, but sometime about a year ago my contacts from The Knot went way up but bookings stayed the same.
I finally figured out that the troublesome blue rectangle reading “Request Quote” is attracting price shoppers, not the high-quality leads that actually booked like I was used to.
The links to our websites are literally right next to this blue button…so there is a reason why someone chose to “request a quote” instead of visiting our sites…they just want a number.
Here’s how I combated it:
Step #1 – Set up a special email account for The Knot.
I simply contacted my sales person from The Knot and told them to send my price shoppers, I mean, contacts, to a new email I set up (firstname.lastname@example.org).
Updating the email address on your profile will not accomplish this (I tried).
Step #2 – Set up an autoresponder on the new email.
I set up an autoresponder on the new email saying, “In order to get you the price quote you requested, I will need a tad more info…can you tell me your venue? # of guests? hours needed?”
Do not ask more than three questions…baby steps.
I use “Your DJ Quote Request – The Knot” as my email subject line…not my company name, not “your inquiry,” etc.
Let them know the precious # they seek is on its merry little way! And using an autoresponder keeps them engaged while you’re still on their mind.
Step #3 – Get to the point while building rapport.
Usually within a few minutes, I get a reply from the prospect telling me the answers to my three questions. I make a sincere comment reflecting on the info they’ve given me (“Your venue has the yummiest food” vs. “I’d love to be your DJ”). Price shoppers can smell a sales pitch coming from a mile away, so talk to them the way you’d talk to a personal friend in need of wedding advice.
After my sincere comment, I ask three follow-up questions (will the ceremony be there as well? lighting? what kind of music?).
Now, this part is crucial. The price shopper is in a frenzy to “get this over with,” so slowly but surely, give them their fix.
They’ve been a good girl (or boy) and answered your questions, so they get a treat…a price range, a starting price, the average amount invested, something like that.
But they don’t get the whole shebang just yet.
Step #4 – Wining—Check. Dining—Check.
At this point, the prospect is now is a conversation with you. This is what you want.
If they answer the second set of questions, they get a gold star, and you give them your recommendation for which of your packages seems like the best fit for them. List the features of the package and put the price at the bottom.
Next: “A wedding is such a huge investment, I’m sure you’re vetting your vendors like crazy–so just let me know if you’d like to set up a phone or skype appointment before you make your decision.”
You see what I did there….yea, you can use it. It’s all yours…copy and paste, baby!
But don’t suggest a time or give them a link to your calendar…keep the conversation going. Let them reply first.
Step #5 – Set up the meeting.
One thing I love about price shoppers is that they generally let you know right away if you’re in or you’re out…and, because of that, it’s not unheard of for them to book without a meeting (in my experience) if you are within their budget.
Remember not all price shoppers are penny-pinchers. That engagement ring can bring out the worst, and, hey, some of us are just research-aholics.
But if you do need to set up a meeting, great, meetings are always a sign of a quality lead, am I right?
BONUS TIP #1 – In the signature block of your emails, insert a one sentence testimonial of your services. You get to squeeze in some “sales pitch” without scaring off the price shopper.
Put the most important 4-5 word phrase in bold just to draw a bit more attention to it. Nothing over the top! Keep your emails brief and have a tone of “how can I help you?” vs. “how can I book you?”
When someone clicks on “Request Quote,” there is a check box saying, “I’d like this vendor to call me.” When they check it, a space to insert their digits pops up. BUT when we get the contact form in our inboxes it simply lists a phone number (nowhere does it say, “This person has indicated they’d like you to call them.”)