You’re booking discovery calls, but they’re not converting to clients, and you’re not sure where (or why) it’s going “wrong.” You’re answering all their questions, explaining who you are and what you do, pitching your services, and even sending your proposal, but all you’re hearing back is crickets.
Sound familiar? Discovery calls may be the first step in onboarding, but the call alone won’t convert — but don’t worry, that’s what I’m here for.
Here’s how to convert from a discovery call (and book your next social media management client):
What Are Discovery Calls? Let’s Cover the Basics
Let’s take it back to the basics: A discovery call is a free call offered to potential clients.
Discovery calls double as an introduction and a chance to set expectations (and boundaries). They’re an opportunity for you and your potential new client to see if you’re a good fit — or if social media management is the right investment for them.
Now, if you’re poking around my site and wondering if I still offer discovery calls, I do. You just can’t book a call directly on my site. Now, I send out the link to book a call AFTER they submit their inquiry form.
This gives me a better sense of what they’re looking for and if we’re a good fit. For example, if they’re looking for Instagram and Pinterest management but their budget is $500/month, I know we’re not a good fit.
Instead of sending a link to book a call (which wouldn’t be the best use of either of our times), I can point them in the direction of resources that may be a better fit for where they’re at in their business. You don’t have to have this added step, but it’s something to consider if you’re concerned about your call conversion rates.
On the flip side, if you’re not seeing many discovery calls come through, I recommend removing barriers to conversations as much as possible. Early on as a social media manager, I would take a call with just about anybody – even if they didn’t seem like the right fit to be a client!
I never wanted to miss out on the opportunity to perhaps get a referral, downsell them into a strategy call or audit, or at the very least, make a connection as my business was getting off the ground.
How to Convert Discovery Calls Into Clients
Step #1 for converting discovery calls into clients: pre-qualify your leads before they can book a call (see above). Who you invite to a call directly relates to how likely you’ll turn that free call into a paying client.
I would love it if I could give you a one-step fix to not being able to convert clients! But unfortunately, it’s not that easy. You might have to look at a few different angles and try out a couple of strategies before finding the solution that works for you. To give you an idea, here are a few reasons why your leads aren’t converting:
Focus on Them, Not You
It may feel repetitive (especially after your inquiry form), but use the first part of the discovery call to ask questions about them. This part isn’t about you signing a client (we’ll get to that later); it’s about their needs.
You want to learn more about their plans, goals, and what they’re expecting from social media management. It’s also an opportunity for them to speak freely and see if you’re a good fit personality-wise.
When you have a better understanding of what they’re looking for, you can present the best solution — or rather, service. This leads us to my next discovery call tip…
Your Highest Ticket Offer isn’t Always the Solution
If inquiries are few and far between and your discovery calls aren’t booking, it’s tempting to pitch your highest ticket offer. Except, not every lead wants or needs your highest ticket offer.
Leads convert to clients when they feel like you’re the solution they’re looking for (which is why it’s so important to listen). Pitching a service they don’t need will go one of two ways:
- They book but bail quickly. You’ve landed a high-ticket client, but since they didn’t need (or weren’t ready for) it, they don’t stick around — which means you’re back to square one (and more discovery calls)
- They ghost. While they might have sounded excited on the call, they looked over the proposal and noticed it wasn’t actually what they were looking for. Again, you’re back to square one: more discovery calls.
Suggest the best-fit service or offer for them. It may be less $$$ now, but when they love what you do, they’ll stick around and commit to your higher-tier offer if and when they’re ready.
Are They Really Ready for Social Media Management?
Sometimes, a client’s expectations don’t match up with reality, and they’re not ready for social media management. Your discovery call is the time and place to find it out.
For example, I require my clients to have professional branding, a clear grasp of their target audience, and photos and videos for me to use.
These ingredients are not just critical resources I need to be able to do my job — they’re also indicators that they’re in a place with their business where they’re going to be able to see an impact from investing in social media management. Investing too early can lead to frustration and disappointment from both sides.
So if they don’t have those things, I know I won’t be able to deliver the results I’m committed to and it means they’re not ready to work with me — yet. And, yes, I tell them that on the call.
I also let them know that when they do have those foundations in place, I would love to check back in to work together.
Expectations, Processes, & Boundaries
When you determine a lead IS a good fit, it’s time to dive into what it looks like to work with you. You want your lead to feel fully equipped with all the information they need to make the best decision for their business.
This is a great time to clarify your boundaries around communication policies, your content creation and approval processes, and what you are (and are not) responsible for.
Follow Up After the Call
A verbal yes on the call is amazing, but don’t force it! Let your lead take the time to decide if working with you is the right move for them and their business. When they feel comfortable and confident in their decision, it translates into more trust in you and your work!
Send a proposal after your call customized to the package and investment you shared during the call. I like to set the proposal to expire in seven days, which is plenty of time to make the decision.
I also like to mention my next available start date, which is when I would start their month-long onboarding process (which you can learn more about here).
Not Every Call Will Turn Into a Client — And You Don’t Want Them to
I say no to way more potential social media management clients than I say yes to, and I’m more than okay with that. My conversion rate may be “low,” but social media management is a partnership, and my focus is on building long-term relationships, which means we (me and my clients) need to be on the same page.
Plus, when you get that “hell yes” client to sign, it makes all the “no’s” worth it.Want to learn how to find more social media management clients and get the “hell yes” after discovery calls? I’d love to invite you to my one-on-one SMM mentorship — click here to see if we’re a good fit!
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