Policies & Procedures

The Sales team's primary responsibility revolves around effectively utilizing the Lead Management sheet to meticulously record and monitor leads originating from various sources. Among these, three sheets, namely 'Website,' 'WordPress,' and 'Design Sentry,' undergo automatic updates as new leads are received, while the 'Other' sheet necessitates manual entry for leads originating from alternative channels. In the subsequent steps, all team members will promptly receive an email notification informing them of the newly acquired leads.

You may receive leads from any of the below sources:

• Physique 57 India Website

• Social Media DM’s

• Yellow Messenger/ WhatsApp

• WordPress Enquiry Form

• Walkin/Direct Contact

• Client Referral

• Staff Referral

• Hosted Classes

• Marketing Events/Outdoor events

Upon the reception of new leads from any source, it is imperative to adhere to the following timeline for engagement:

1. TOUCHPOINT 1: WITHIN 2 DAYS (D+2)

   • The first touchpoint entails contacting all newly received inquiries or leads within 2 hours of their receipt.

   • This initial contact is typically established via an introductory WhatsApp message, with the primary purpose being to comprehend the client's requirements, extend a warm welcome, and schedule a convenient time for a brief phone call to arrange a trial session.

   • If, for any reason, sending a WhatsApp message is not feasible, communication should occur through a phone call or another appropriate medium, but the critical aspect is reaching out within 2 hours.

   • This initial contact must be immediately followed by sending the schedule and fee structure along with the relevant template.

2. TOUCHPOINT 2: WITHIN 48 HOURS (D+48)

   • Should the client not sign up for a trial by this stage, the second touchpoint should be initiated within the first 48 hours after receiving the lead.

   • The preferred mode of contact for this stage is a phone call.

   • The purpose of this contact is to assist the client in signing up for a trial class, address any questions or concerns, and build rapport.

   • Depending on the flow of the conversation, this contact can be followed up with sending the waiver link or trial confirmation.

3. TOUCHPOINT 3: WITHIN 7 DAYS (D+168)

   • If, for any reason, the client has not signed up for a class or remains uncertain about the method, proceed with the third touchpoint around the 7-day mark.

   • Contact can be made via phone call or WhatsApp message.

   • The purpose here is to handle objections, address common misconceptions or reservations, and elucidate the various benefits of the method.

   • Depending on the client's specific reservations, it may be beneficial to follow up with relevant collateral. For example, if the client is unsure due to a pre-existing injury, sending an article on the safety aspects of the workout or client testimonials can help build trust and make the client feel more comfortable.

4. TOUCHPOINT 4: WITHIN 2 WEEKS (D+336)

   • This represents the final stage of the client journey unless the client signs up for a trial class.

   • This touchpoint must be completed on or before the 14-day mark from the date the lead initially reached out to us.

   • The purpose here is to address any remaining objections and encourage the client to make a decision.

It is imperative that the Lead Management sheet is kept up to date at all times. Capturing and recording accurate, actionable information will enable us to make informed and corrective decisions, ultimately enhancing the client experience and conversion rates.

Comments from each of these touchpoints should be recorded in their respective Follow-up columns and should be concise in nature. The primary goal of this sheet is to closely monitor potential member experiences and identify reasons for those who decide not to join us.

SO, WHAT ARE ACTIONABLE INSIGHTS?

For instance, if a lead you've reached out to enquires about a trial, shows excitement upon receiving a call, requests the rate card and schedule, but then becomes unresponsive, actionable insights in this case would be:

• Expressed eagerness to try a class.

• Shared the schedule and rate card on 01-Aug.

• Has been unresponsive to outreach calls/messages since.

• The most likely reason: Found pricing too steep.

• Will continue with the remaining touchpoints, hoping to turn it around.

Keeping comments brief, concise, and insightful is crucial. Gaining insights is only possible when you ask probing questions and engage beyond a standard template. Building rapport plays a significant role and often holds the key to optimizing conversions and retention rates.

Building Rapport Goes A Long Way

Building rapport with potential clients is a foundational element of successful lead conversion. It transcends the transactional aspect of sales and establishes a genuine connection between our team members and the leads. The significance of this rapport-building process lies in several key factors:

1. Trust and Confidence: When leads feel that our team members genuinely care about their needs and concerns, it fosters trust and confidence in our services. Trust is a cornerstone of successful conversions.

2. Personalized Interaction: Rapport building allows us to tailor our communication to the unique preferences and needs of each lead. This personalization enhances the customer experience and increases the likelihood of conversion.

3. Overcoming Objections: Building rapport creates an open and comfortable environment in which potential objections or hesitations can be discussed and resolved. Leads are more likely to share their concerns when they trust the person they are communicating with.

4. Long-Term Relationships: Building rapport isn't just about closing a single sale; it's about laying the foundation for long-term relationships. Satisfied clients who feel a personal connection with our team members are more likely to become loyal customers and advocates for our brand.

Effective rapport building involves active listening, empathy, and understanding the unique needs and pain points of each lead. It's about going beyond the transaction and focusing on the relationship. Our team members are encouraged to prioritize rapport building in their interactions with leads to create a positive and lasting impression.


How to Analyze Data & Adapt Your Game Plan ?

Data analysis is a critical aspect of lead management. It empowers our team to make informed decisions, optimize strategies, and continuously improve the lead conversion process. Here's a step-by-step guide on how to analyze data and adapt your game plan:

1. Identify Key Performance Indicators (KPIs): Start by identifying the KPIs that matter most to our lead management process. These could include conversion rates, response times, lead source effectiveness, and others.

2. Collect and Organize Data: Ensure that all relevant data is consistently collected, organized, and stored in a centralized system. This includes lead contact details, communication history, and outcome data.

3. Analyze Trends and Patterns: Regularly review data to identify trends and patterns. Are there specific lead sources that consistently perform better? Are there times of the day or week when leads are more responsive? Analyze what's working and what's not.

4. Adapt Strategies: Based on your data analysis, adapt your lead management strategies. For instance, if certain lead sources consistently yield higher conversion rates, allocate more resources to those channels. If response times are a bottleneck, consider automating parts of the process to improve efficiency.

Continuous Improvement: Data analysis should be an ongoing process. Continuously monitor and refine your game plan based on real-time data and feedback. This iterative approach ensures that we're always optimizing our lead conversion efforts.

Why Converting New Inquiries is Vital in business?

Converting new inquiries into paying clients is the lifeblood of any business. It's not merely a transactional process; it's a fundamental driver of growth and sustainability. Here's why lead conversion is paramount, illustrated with examples:

1. Revenue Growth: Converting new inquiries directly impacts our revenue. For example, a 10% increase in lead conversion rates can result in a significant boost in income, allowing us to invest in further expansion, innovation, and service enhancements.

2. Market Share and Competitiveness: Effective lead conversion strategies can help us capture a larger share of the market. By consistently converting more leads than our competitors, we solidify our position as an industry leader.

3. Long-Term Success: Successful lead conversion isn't just about immediate sales; it's about nurturing lasting customer relationships. A satisfied customer can bring in additional revenue through repeat business and referrals.

Industry Disruptors: Consider companies like Uber or Airbnb. Their rapid growth and disruption of traditional industries were largely driven by their ability to convert inquiries into active users. These companies harnessed the power of lead conversion to transform their respective industries.

E-commerce Giants: E-commerce giants like Amazon and Alibaba have perfected lead conversion through personalized recommendations, streamlined checkout processes, and exceptional customer service. Their ability to convert inquiries into loyal customers has made them global leaders in online retail.

In essence, converting new inquiries is the cornerstone of business success, driving revenue, market share, and long-term sustainability. It's a process that transcends individual transactions, forming the basis for lasting customer relationships and industry leadership.

To further emphasize the significance of lead conversion, let's explore some statistics from relevant industries and top brands:

E-commerce Conversion Rates: In the e-commerce sector, average conversion rates typically range between 2% and 5%. Top-performing e-commerce brands can achieve conversion rates exceeding 10%. These statistics highlight the importance of effective lead management in the highly competitive online retail landscape.

Software as a Service (SaaS): SaaS companies often experience conversion rates in the range of 15% to 20%. This sector underscores the critical role of lead nurturing and targeted communication in converting inquiries into subscribers and customers.

Hospitality and Travel: In the travel industry, successful lead conversion can result in a substantial increase in bookings and revenue. Leading travel companies achieve conversion rates that outperform their competitors, showcasing the value of efficient lead management.

Brands like Salesforce, HubSpot, and Shopify have demonstrated exceptional lead conversion strategies. Salesforce, for instance, achieved a 32% increase in lead conversion rates by implementing data-driven marketing initiatives. These examples underscore how effective lead management can drive industry leadership.

These statistics and examples serve as compelling evidence of the impact that lead conversion can have on business outcomes. By applying best practices in lead management, we can position ourselves as industry leaders and achieve exceptional results in our conversion efforts.