We sat down with Ryan Deiss, CEO of DigitalMarketer, after Conversations 2018 to talk with him about Messenger Marketing. He shares the 5 best marketing questions to ask to convert leads faster.
Marketing expert Ryan Deiss kicked off the interview with one solid piece of advice.
“The secret to being great at Messenger Marketing isn’t being persuasive. It’s asking the right questions”
When people want to improve conversions, they usually start by trying to change their pitch.
And of course, you need a good sales pitch to sell anything. But it’s better to start with better understanding and qualifying leads.
To do this you need to ask the right questions in your Messenger bot.
According to Ryan, these are the 5 best marketing questions to ask potential clients to create conversation, and sell based on the struggles they’re having.
Marketing Question #1: “Are You A [Insert Your Target Market Here]?”
Not everyone that comes to your site will be a good fit — and that’s okay.
Many companies struggle to connect with leads when using a chatbot. They treat it like email and forgot to open up a two-way street between them and browsers.
Combat that by finding out who they are right from the start. You save time and effort in trying to convert someone who will never buy.
For example, Ryan says: “If you know that you serve marketing agencies. Saying ‘Hey are you a consultant or agency serving small businesses?’.”
It’s that simple. If they say no — they’re not a good fit and you move on.
If they say yes, then great! You can open up the conversation by finding out more about them.
Marketing Question #2: “Tell Me More About Your Business.”
Ryan tells us:
Probe. Ask questions. Everybody, especially in sales, wants to ask the question that’s going to elicit the answer they can use later on in the sales process against them. There’s nothing wrong with just asking someone a question because it’s nice, because it’s the right thing to do.
Your goal is to find out:
- More about what they do
- How long they’ve been in business
- What they specialize in
Even if you don’t use this information later, the conversation builds trust and intimacy between you and potential customers.
Which sets you up for question three …
Question #3: “What’s Going On In Your World That Brought You Here Today?”
Once you’ve found out what they do, listen to the day-to-day problems they are experiencing.
Your goal is to uncover one, or all, of three things:
- Daily struggles
- Personal and business goals
- What they want to accomplish
Some potential customers may have an answer to this question. Making this part of the conversation even more critical to close.
I think it’s good as a business to keep the conversation going. Because sometimes you ask ‘what are your goals’, and most folks say ‘I don’t know’, ‘I don’t have a framework for that’, ‘I don’t want to sound stupid.
So what do you do when this happens? Easy — help bail them out.
Think of two or three common use cases for your audience. Whether it’s to get more clients, sell more products, systemize your operations — the truth is hidden somewhere in their mind.
Talk with prospects until you get to the root cause of their problem.
Marketing Question #4: What Do You Already Know About Us?”
Or the product you offer. Asking this question helps you accelerate the process and invites prospects into your space.
Marketing Question #5: “Do You Want Some Help With That?”
The ultimate closing question. Ryan explains that once you’ve probed and found out a little more about the right people, their goals, and objectives that your product can help solve.
Once you know they are a good fit — simply ask, “How can I help with that?”
By asking these five questions, you can lay the groundwork for a high-converting sales conversation. These questions help build trust, qualify leads, and make sure you can help them achieve their goals.
When you do that, the sales process becomes easier — regardless of whether that conversation is taking place on the phone, in person, via email, or on Messenger.
Over to you …
Go back and take a look at your bot’s welcoming sequence. Does it look like this?
- Ask if prospect is your target market
- Find out about their business
- Uncover their goals and aspirations
- See what they know about you
- Ask if you can help
If not, start by filling in the gaps by using the powerful lead-qualifying questions above. And soon your chatbot will be your best digital salesperson.
In his closing words, “If you want to be great at conversational marketing, you have to be great at asking questions. It’s the questions that really matter, questions that matter frankly even more than the answers”
Want to get more leads and sales from your chatbot? Check out our Messenger Marketing & Chatbot Mastery course! It’s 10+ hours of free video content, plus 15 Messenger Marketing blueprints you can deploy today! Start here.
Ryan Deiss has been called one of the world’s leading digital marketers by Shark Tank star, Daymond John. A best selling author, founder of multiple companies collectively employing hundreds around the globe, and one of the most dynamic speakers on marketing in the United States today, he is undeniably a recognized expert on the digital era.