Experts Q&A: Johnny Campbell

How to turn leads into sales.

Q: What’s the first thing you do when you get a good lead?

A: I schedule an appointment. Then I email a prospect a pre-appointment survey which is designed to qualify them. So I’m going to walk into that appointment knowing who they are, what they’re looking for, why it matters, who’s in charge, and how urgent things are.

Q: What lead conversion strategies have worked best for you?

A: The best conversion strategy uses video. I send video commercials to customers, which talk about products, services, and the things I do. If I have a big client, I’ll send them a package of information. They’ll get a promo item, maybe an article on some specific aspect of promo products – it’s basically a list of the 10 things they need to keep in mind. I’m giving them 10 things only I can do, and 10 things that eliminate my competition.

Q: Do you believe in offering incentives or discounts?

A: I don’t ever want to cut my price so I use incentives first. As an incentive maybe I’ll offer to do some consultation. I only discount to gain access to more business. Say, for example, I get into an organization and I’m in one department. I’ll tell people in that department that I’m going to give them a Groupon-type discount, but they’ve got to put me on to everyone else who needs promo items in other departments.

Q: What’s a good conversion rate?

A: If the prospect is properly qualified and vetted, I’d say 25% to 30% is reasonable. Your conversion rate goes up, though, the longer you stay marketing toward those individuals. In the first 30 days you might hit 20%-30% conversion, but you could have a rate as high as 60% or 70% if you continue to market throughout the year.

Q: How do you win back a prospect that suddenly stops taking your calls?

A: I use a three-step re-engagement plan. I create postcards that I send with a promo item that’s reflective of where we were in the process. So I might send a postcard with a compass saying “you’re missing in action, call me back.” Next, I’ll send a card and then some bigger promo item that I’ll send via FedEx.

Q: What’s the craziest thing you’ve ever done to earn a client?

A: I bought a woman a pair of Red Bottom Shoes with a note inside that read: My name is Johnny Campbell and I’m just trying to get my foot in the door with you. And I’ll give you the other shoe if you’ll just talk to me. Later I called and the gatekeeper said, “Hold on Johnny, she’s been waiting on your call and that other shoe.”


*About the Expert: Johnny Campbell is the CEO of Rise-Up and Win Seminars. As a business growth strategist, he provides professionals with advice on presentations, social media campaigns, networking and sales efforts.