“How do I get more enquiries and bookings in my creative business?“
I’m sure this is the question you are always asking as a creative entrepreneur.
Do you pay attention to the numbers in your business? Specifically, the leads and conversions?
Now my bet is that you already know the difference between leads and bookings, but let’s quickly break down the basics.
Uhh remind me, what is a lead and conversion?
A lead is a person who may eventually become a client. One thing to remember is that a sales is not necessarily a “prospect” because you as the business owner get to determine and quality this potential to client by looking at their intent, interest and requirements. (psst! if you want to know HOW to get more leads, you can snag a free guide HERE).
You guessed it, a conversion is when a lead becomes a paying customer (woop woop!).
If I can leave you with one piece of advice:
Tracking leads, conversions and conversion rates is one of THE most important things to do in your business. As an entrepreneur, you NEED to know your numbers.
So, how do I track these numbers?
Now, there is definitely no one-size-fits-all approach, but here are a few tips when it comes to tracking your leads and conversions.
1. Use a Spreadsheet and/or CRM
A good old Excel spreadsheet will do the trick (this is what I started with!). However, I would probably recommend a Google Sheet because then you can access it from wherever you are. Create some columns with the key information (name, project type, date of lead, date/location of event if you are in the event/wedding industry). I loved using a colour-coding system so I could track my warm leads (so I know to follow up!) and easily see which leads have converted.
Also, setting up CRM (Client Relationship Management) system has saved my life. Well, not exactly. But it HAS given me soo much more time. Most CRM platforms do give you the ability to track your leads and jobs which is helpful, but I still can’t go past using my trusty spreadsheet too. There’s something about scrolling through the sheet and seeing those pink boxes (my colour for BOOKED) all scattered through.
2. Track WHY people aren’t booking
I know I know, this feels icky and scary but hear me out.
Now, you know that trusty spreadsheet I told you about? Create a column called “Reason Declined”. Most (well, some) people will be decent enough to at least let you know if they’ve gone in another direction, and hopefully in that dreaded rejection email (I know, it sucks) they’ll indicate why they chose someone else (i.e pricing, found someone who was a better fit etc).
Track these reasons so that you can make the relevant changes in your business. Honestly, getting (and tracking!) this feedback is GOLD for your business. For example, if you have a really low conversion rate with your enquiries > bookings (say 5%) and everyone is saying it is due to price, then maybe this is a telling sign that you should be decreasing your pricing or offering some more value. Or maybe a few people have chosen a different florist who offered a better selection of vases, so you know to up your vase game.
3. Stop trying to convert EVERY lead, and instead aim to INCREASE your (qualified) leads
I believe it is a far better use of your time and money to increase your leads (and QUALIFIED leads at that) than to bend over backwards (aka drop your pricing, extending your discovery call/consultation, giving out free things, changing the payment plan) in the hope that this one lead will hand over their money.
I know it can feel like it is your responsibility to do everything you can to convert a lead, but remember that it is virtually impossible to book every single prospect. You win some, you lose some. 🙂
Friend, if you are booking 1 in 4 leads, you are doing really well. In my wedding business I have around a 23% conversion rate. This means 23% of people who fill out our enquiry form will accept the quote, sign the contract and book. I’m super happy with our conversion rate!
I hope this blog guide was helpful, friend! Happy lead + conversion tracking!