Balancing Automation with Personal Touch

Faster is better, but never at the expense of personal

Let’s face it, automating your first response to new leads is extremely convenient. Rather than cutting and pasting in the information from the lead sourcing email into your CRM and then drafting a first response email, you can use Deft Sales to automatically import leads into CRM and send out emails and texts. Even better, Deft Sales can send information straight away, so you don’t have to wait until you’re done with a meeting and back at your desk before the email goes out on your behalf to the lead. You don’t have to worry about the rote and boring work, the chance for human error, or the threat of being too slow.

In an era of increasing concern about the downsides of new technology, however, there are risks associated with automated messaging. People are aware of and annoyed by unsolicited advertisements that seem to flood their email inboxes, voice mails, and mobile phone text messaging. Without intending to, well-meaning financial advisors can get labeled as spammers and junk solicitors. Will your using Deft Sales rub your leads and clients the wrong way? The answer, as we’ve learned, is almost certainly not. You just need to make sure you don’t lose your personal touch.

When a lead wants help with something, they tend to want it from a real person who can connect and empathize. They want reassurance that you care about their goals, that you care about their particular situation, and that you want the best for them. When they trust that these things are true about you, the trust spills over into the advice you give. This is what makes them convert, and this is what makes advising them smooth sailing. Having spoken with over 200 financial advisors about this, we’ve learned that this personal touch is essential in the balancing act that brings about the best results with leads.

  1. Text right away, but make your intention of personal touch clear. Compare an instant text message you could send via Deft Sales that reads, “I’m a financial advisor and you should go to my website here: (Almost verbatim one that someone was using) with one that reads, “Looks like you’re thinking of getting a financial advisor. My name is Jack and I’ve been a financial advisor here in Albany for 15 years. If you have time in the coming days, I’d love to learn about what’s making you consider this." (again, almost verbatim what someone else was using). The second message has been netting its author conversion after conversion, while the first tends to get replies like “STOP”, or “Unsubscribe”. The difference? It’s about showing interest in and respect for their needs.

  2. Leverage the FirstCall feature, but only enable it during hours that make sense. Your twin goals are to be quick and to be personal. To these ends, nothing beats instantly calling your leads. When they pick up the call initiated by Deft Sales' FirstCall feature, it’s you on the other end. It’s not a robotic voice asking them to hold; it’s not a menu of pressing different buttons for different options; it’s just you, plain and simple. The leads tend to be simultaneously impressed by your speed and reassured by your presence. The caveat is this: what happens if the lead is generated at 2AM? Do they really want a call from you right away? We recommend shooting a text and email out instantly in that case letting them know you’ll be in touch but disabling the FirstCall past late evenings.

  3. Listen up when a lead is not interested, but don’t assume that’s the case when they’re silent. Imagine if you were looking for a financial advisor for the first time. You don’t know about managing money, you aren’t sure how to evaluate your own net worth or set goals, and you’re nervous about the whole process. Every day, you get another copy of the same email from a financial advisor. Perhaps you could nod at their persistence, but you might get a bit annoyed and turned off from the whole process. Now imagine that the drip campaign you’re receiving changes over time and become less frequent. You feel more respected, but you still notice. You’re much more likely to respond favorably and give the advisor a chance. In fact, we’ve learned that many of our most successful financial advisors set up emails in their drip campaigns to go out six months and even a year after the lead was generated. If the lead stays silent for all that time, perhaps having gotten cold feet, they just might resurface and become a client when they feel remembered and encouraged.

Want to hear more tips or discuss how your strategy could be augmented and expedited? Book at time with a Deft Sales rep here. It’s free.