How to achieve a 100% booking rate
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Well, hello there my fellow, fabulous entrepreneur! I don’t think you need me to tell ya, but part (a very important one) of being a business owner is landing clients, right? I mean… you don’t have much of a business if you don’t have clients or customers and if you’re service-based, it all comes down to how well you’re able to book clients. So, let’s talk about how you can improve your booking rate and the things I have found that have been a *tremendous* help.
If you’ve just gotten into the entrepreneurship life and aren’t quite versed on the lingo yet, no worries! I got you. A “booking rate” is the percentage of leads that become clients and for the sake of this post, we’re going to be focusing on how you can improve your current booking rate during a discovery call.
The reason for this is because a lot of people can ghost on ya once they’ve submitted a contact form. What’s more important is how well we do when a potential client does speak with us.
First thing’s first:
Doing the math and figuring out your current booking rate
Sit down with me for a few minutes love and let’s talk math.
Ugh… I know… if you’re anything like me, math isn’t exactly our forté. Well, that’s unless we’re talking about money and when that’s the case, I love math.
But really, the only way we can improve is by knowing what we’re starting with and tweaking from there until we’re happy.
Ready? Here we go…
What’s your current booking rate? If you take all the discovery calls you’ve had that led to a client booking your service, what does that percentage look like? Is it 20%? 50%? 80%?
Let’s say you’ve had 10 discovery calls in the last month — which, good for you, girl! — and out of those 10 discovery calls, 2 clients decided to hire you.
What you’re going to do is:
- Take out your phone
- Open your calculator app
- Divide the number of clients who hired you by the number of total calls you’ve had. In the example above, I’d divide 2 by 10.
Which brings us too… your booking rate! Tada!
See? Math isn’t so bad…
Unless the number isn’t as high as you’d like. In that case, math can suck it.
With the example I used above, that’s a 20% booking rate and while not terrible (something is better than nothing), we can do better. Hell, we can even improve on a 50% or even 80% booking rate!
How do I know? Well, it’s because I have a 100% booking rate.
Yup! If you get on a call with me as a potential client, you’re probably going to hire me. Based on my current math, I’m pretty irresistible and it’s not to gloat. It’s to let you know that it absolutely *is* possible.
Can my booking rate change later? Oh, for sure! But once you realize that 100% is totally doable, there’s no going back and I haven’t changed the way I handle discovery calls.
If it ain’t broke, don’t fix it.
Here are a few tips I have found that have been an immense help in giving clients the confidence to book my services…
1) Give your potential client a taste of what it’s like to work with you.
The very first client discovery call I had was for my Instagram strategy service and since leads need to include a URL to submit my contact form, I decided to do a little snooping before my call with her.
I wanted to get a sense of her business (to see if she was in a niche I’d be interested in working with) and to get her Instagram link.
Because if she needs Instagram help, with my expertise, I would have been able to figure out pretty quickly just a handful of ways she could improve. And whew did I see so many different ways she could level up her ‘gram.
So, you know what I did? I didn’t just wait for our call to go over my ideas. Nope. I hopped on Canva and actually created a quick presentation I called a “Snapshot” — it was 2 pages and included ideas of how she could improve her profile based on what I had observed. Think: recommendation for a profile photo change, explaining why some of the hashtags she was using weren’t helping, etc.
And I sent the Snapshot along with a recap of what we talked about after our call. They key being: it was sent *after* and the reason I did that was because no matter how nervous I may have been, I knew it’d likely leave a lasting impression.
And it worked! She told me later that she had interviewed with 4 other people and no one else had sent her a recap or a Snapshot and that while she was nervous at first that I hadn’t had professional experience with Instagram, she knew I was the right choice. We’ve been working together for nearly 2 years now.
What I want you to take away is this: go the extra mile. Give them a sample of your expertise for free.
Think about your business and how can you implement this.
- What’s your unique point of view?
- What’s an observation or two you can make about their website, profile, or YouTube channel that might open their eyes to how awesome your service is?
This, by far, has been the game changer and I don’t even have to send Snapshots anymore. Which leads me to my second tip…
2) Be so great at what you do, your clients refer their friends to you.
My first client had such a wonderful experience with me that she referred her friends to me and in working with them, they referred their friends and so on!
When you are great at what you do, your clients will let their friends know.
And let me tell you… when you get on a call with someone that’s been referred by one of your current clients, you’d really have to screw up to lose out on that booking.
3) Love what you do. Duh.
I think this should go without saying but if you want to increase your booking rates, you need to be a total geek about what you do. Like, nearly embarrassingly passionate about it.
Remember: the camera NEVER lies and since you’re probably going to be hopping on a Zoom call to meet with your potential client, they will be able to sense your vibes.
If you’re not confident about what you do, if you are maybe so desperate to start your own business (any business) that you went with something that you don’t really care about either way… it’s going to show and you’re going to have a very hard time booking anyone, let alone your dream client.
So, learn everything you can about what you do. Talk about it with friends! If you don’t want to annoy your friends, hop on Clubhouse and find other people to geek out with.
Energy can be contagious so you want to do your best to show up excited.
If it helps, think of it this way: the person who scheduled the call with you wants you to succeed. They are experiencing a pain point that they haven’t been able (or don’t want to) figure out themselves. They would love nothing more than to find someone to help them and take it away. That person is you.
Now, go out there and get bookin’ you magical visionary.
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