How to Convert Leads into Long-Term Clients

So you've snagged some new leads—awesome! But how do you turn that initial interest into a loyal, long-term client? Stick around, because that's exactly what we're diving into today. Learn the strategies and tactics you need to build a successful lead follow up system, once they’ve engaged with your transitional call action and downloaded your lead generator.

Building A Clear Follow-Up System

Last week we talked about how to create a lead generator, but that was just the beginning. The real magic happens in the follow-up. Once you’ve made contact and have your potential customer’s contact information and attention, you need to create a connection that lasts.

The fortune is in the follow-up, so our follow-up system should be a well-oiled machine that keeps the conversation going, builds trust, and gradually increases conversion rate by convincing the lead that you’re the solution they’ve been searching for.

Strategy vs. Tactics

The first thing you need to understand about how to build a lead follow-up system is the difference between strategies and tactics. Think of it this way: strategies are your game plan, and tactics are how you play the field. 

It’s about setting the right goals (strategy) and taking the right steps (tactics) to achieve them. Whether it's through emails, text messaging, or social media posts, make sure your tactics align with your big-picture strategy.

To put this into perspective, your strategy might be to increase customer retention by 25% over the next year. Your tactics, then, are the methods you employ to achieve this—like personalized email follow-ups, loyalty programs, or exclusive offers that make each customer feel special and valued.

Don’t forget to check out our full podcast episode about How to Convert Leads into Superfan Customers for more details.

Keeping Track of Leads With CRM Systems

Alright, let’s talk about how to keep track of all those leads. What you’ll want to do is use a CRM system that keeps track of all the data coming in. 

Imagine having all your leads in one place, organized just the way you like, so you can follow up without missing a beat. Whether it’s setting reminders for calls or sending personalized emails, your CRM is the secret sauce to making each lead feel like a VIP.

Now I’ve seen so many small business owners who weren’t keeping track of their leads or know how to use CRMs, and I’m telling you right now they’re losing money. So find a way to keep track of those leads even if it’s just using an Excel spreadsheet.

The reason why I recommend a solid CRM system is because it’s more than just organization—it’s about analytics and insights, too. A strong lead follow up system can show you patterns in customer behavior, track sales conversions, and even predict future sales trends. This allows you to not only follow up effectively but to do so in a way that is data-driven and increases the likelihood of conversion.

Tailor Your Messaging Based On Your Customers

Now that you’ve established a CRM system and are collecting and tracking your customer info, use what you learn about your leads to tailor your messages, offers, and services. 

It’s like knowing exactly what gift to buy because you’ve paid attention to the hints. That’s how you turn casual browsers into loyal buyers.

And remember, every piece of information is gold. From the basics like names and emails to more detailed data like browsing behavior and purchase history—everything helps you craft messages that resonate. It’s about making your leads feel understood and catered to so that every interaction is a step closer towards conversion.

Crafting Killer Follow-Up Emails

The first way you want to follow up with your leads is through a Welcome email sequence. SO here are the six emails to send after someone has downloaded your lead generator:

EMAIL #1: DELIVER THE ASSET

Start by thanking them for downloading your lead generator. This email isn’t the place for sales pitches; it’s where you deliver value that’s through the roof. 

Make it crystal clear how this freebie is going to tackle their immediate problems. Keep it short, sweet, and super focused on the value—it’s about them, not us. 

EMAIL #2: PROBLEM + SOLUTION

Alright, now that you’ve got their attention, it’s time to get real. Pinpoint a pressing problem they’re facing—one that’s keeping them up at night. 

Empathize deeply, make them feel understood, then swoop in as the guide with your product or service poised as the solution they need.

Detail the transformation they can expect, focusing on how you alleviate both external troubles (like increasing revenue) and internal struggles (like reducing stress). 

End with a punchy P.S. that reiterates how essential your solution is, priming them for the next steps.

EMAIL #3: TESTIMONIAL

Nothing speaks louder than success! For the third email, let someone else toot your horn. Find a customer whose life has changed because of your offer and let their story sing. 

This isn’t about how great you are; it’s about showcasing a journey from frustration to triumph, all thanks to your product.

Choose a testimonial that speaks directly to the success others can expect. It’s about creating a vision of possibility. Cap this off with a strong call to action that invites your lead to experience the same success.

EMAIL #4: OVERCOME AN OBJECTION

Here’s where you tackle the elephant in the room—the big “but” that keeps them from clicking ‘buy’. 

Identify the most common hesitations (Is it the price? The time commitment?) and dismantle these barriers with empathy and authority. Show that you understand their concerns but also demonstrate why those shouldn't hold them back.

Add a P.S. that offers extra reassurance or a bonus nugget of value that makes the decision to go forward a no-brainer.

EMAIL #5: PARADIGM SHIFT

This email should challenge their current perspective and introduce a new, better way of thinking that aligns with your coaching philosophy. It’s about showing them how your unique approach will make a real difference in their lives.

Illustrate how old methods haven’t served them and how your fresh approach will change the game. Remember, no bashing the competition—just focus on elevating your unique value.

EMAIL #6: SALES LETTER

This is it—the grand finale where you ask for the sale. Start by vividly painting the problem they face and amp up the urgency by diving into the emotional and philosophical impacts. 

Follow this with a success story or testimonial that brings your solution to life.

Detail your offer clearly, highlighting how it resolves their issues and leads to success. Your call to action must be bold and direct, not once but twice, helping them know exactly how to take the next step. 

Wrap up with a P.S. that might include a time-sensitive bonus or an exclusive offer, adding that final nudge towards conversion.

If you want to see some real examples of what this email sequence looks like, go to https://www.seangarner.co/ and download our free Marketing Domination Checklist to get plugged into this email sequence.

Remember, your email sequence is a journey you're guiding your leads through, with each message strategically designed to build trust, demonstrate value, and ultimately, make that connection that converts a lead into a loyal client. So keep your messages clear, your benefits front and center, and always aim to over deliver on value.

Email Tips That Get Clicks

Keep your emails snappy, engaging, and packed with value. Use subject lines that grab attention and content that keeps it. Always test your emails before hitting send to avoid any tech hiccups.

But there’s more to it than just catchy subject lines. Consider the timing of your emails, the segmentation of your audience, and the personalization of your message. 

These factors can significantly influence the effectiveness of your email campaigns and ultimately, the success of your follow-up process.

Want To Build A Lead Follow-Up System?

Turning leads into long-term clients is all about the follow-up. Use the tools at your disposal and learn how to build a lead follow up system that feels personal and professional. Remember, every lead is a potential game-changer for your business. Treat them like gold.

Need a hand crafting a follow-up system that converts? Schedule a call and let’s make your business unstoppable together.