The Deeper Ins And Outs Of DR

Running Database Reactivation is simple. You’re going to learn it via running a test on yourself.

Create a test contact.
1. Go to contacts → Smart Lists → click the “add a contact” button. Put your name and phone number in there, and hit save.

In your contact profile, add the tag “dr” (this will be explained later), then manually add the workflow, “DR Offer.” A text message should be sent within a few seconds (max lag time, a minute) directly to your phone.

The DR Offer and Opt-In.
1. Let’s check out that workflow by clicking Automation → Workflows → “DR Offer” (might be called “Walk in/Phone/etc”). This is pretty simple: just one message.

Notice how after the message is sent, there’s a wait step. This means the workflow is going to wait until the lead responds to the message. If they never respond, nothing will ever happen. Again, just wait until the next time you run DR for that client.

If they do respond, they’ll be filtered by keyword. By default, there are four opt-in keywords that will filter as a positive response. They are, “sure,” “yea,” “yes,” and “yes!” This means that if the first response message comes back containing any of those words, the message will trigger the next workflow, DR Lead Nurturing.

**Note: Why one message? -- We like sending one message for DR because typically more than one in a round will greatly increase the number of opt-outs you get, but not really increase the number of opt-ins. So just send one, with the expectation that most people will not respond, and that’s OK. New DR should be sent out in a rhythm of anywhere from 3-6 times per year. You want to maintain positive sentiment with the list as it feeds you. Don’t ever spam it.

**Note: “yea” will also cover “yeah” since “yeah” contains “yea,” but it currently doesn’t work with that exclamation point for some reason, so “yes” and “yes!” are separate. Anything that is NOT positive will result in the end of the workflow and no other action. (We’ll talk about opt-outs another time).

DR Lead Nurturing.
1. Go back to your phone, respond “yes” and see what happens. If working properly, the “yes” should trigger the DR Lead Nurturing workflow, and a message should be sent immediately -- one version for weekdays, one for weekends.

Let’s go back to workflows and review what happens when “DR Lead Nurturing” gets activated. First, an opportunity is created. This is for tracking, reporting, and marking outcomes. We’ll talk more about opportunities later.

Second, an immediate message sends out confirming the offer and attempting to confirm the time. Over the course of the next 3 days, a message will send out once per day between 10:30am and 11am, attempting to pick up the conversation and confirm a date and time for the appointment.
1. That’s the exclusive goal of the campaign. It won’t stop until the last message is sent, or an appointment is booked. This is so that if a lead responds, “let me check my schedule and get back to you,” you don’t have to worry about following up; you can just send, “Ok thanks just let me know :)” and rest assured that either they will let you know, or your lead nurturing workflow will follow-up for you tomorrow. There are some cases where you may want to manually remove the workflow before confirming a date and time--that can be done with a click of a button in the contact profile.

**Note: As a bonus, 30 minutes after a lead opts in, assuming it’s still within business hours and assuming the lead has not responded yet (i.e., they ghosted the first LN message), a “30min follow-up” will be sent. If the lead has responded at all, this will get skipped over.

Booking an Appointment.
1. Hop on your phone and type in a date and time.

Now punch the appointment into the system by clicking Appointment → Add New → Choose the right Day and Slot → Save.

Now you’ll see “Appointment 1. Confirmation + Reminders” trigger in workflows, which you’ll see fires every time an appointment is set and removes the LN workflow. No other steps are needed.

Confirmation and Reminders.
1. The Confirmation + Reminders workflow then sends an email notification from the current user to the client letting them know about their new appointment, so the client can be ready to handle the opportunity.
2. Next, it moves the opportunity to the next stage in the pipeline: Appt Set, and adds a lead value.
  1. You should override this with your client’s avg customer value, so that you and your client see clearly the opportunity you’re providing not just in number of leads, but in dollars, which automatically gets reported on the dashboard.

Then, it sends a confirmation text (which should have already been sent by now), and up to 3 reminders.

**Note: For all blank fields in the opportunity update, it fills in what the opportunity already had, so we don’t need to worry about keeping the lead source or anything like that.

**Note: If the time at which the appointment is set is already too close to the appointment time, irrelevant reminders will just be skipped. So if I book an appointment for 3 hours from now, the “2 Day Reminder” and the “24hr Reminder” would skip, and only the “1hr Reminder” would fire.

Cancellations and No Shows:

Ideally, a lead never cancels or no shows, but if they do, we want to know how to respond.

A cancellation is what we call it when a lead texts into the conversation letting us know they’re not going to make their future appointment. A no-show is what we call it when a lead does NOT let us know about the fact that they’ve missed an appointment in the past.

The lead nurturer is responsible for marking cancellations; the location is responsible for marking no-shows.

Cancellation.

Grab your phone and type, “I can’t make it anymore.” This is what might appear from a lead who’s cancelling.

First, tap the trash can icon next to the lead’s appointment. This will cancel that appointment and triggers the “Appointment 2: Cancellation Rebooking” workflow, which starts every time an appointment is cancelled.

It’s going to remove other workflows (no more reminders will be sent incongruently), send another email notification to the client letting them know about the update, move the opportunity (and change the lead value back to $0), and then start the rebooking flow.

If the lead is to be rebooked, send out a manual message and leave the workflow on so subsequent days will bring more follow-up automatically until they book again.

If the lead is to be left alone, then manually remove the workflow and move on.

**Note: The cancellation rebooking flow is essentially the same as normal lead nurturing in terms of its goal: get a date and time so the appointment can be (re)set. In most cases, you’ll want to try to rebook the lead, but not all. In some cases, the lead may cancel with the request not to be rebooked. Often in other cases, the lead will give some reason for cancellation. We’ve seen this range from the logistical (“I have to pick my kid up from school”) to the tragic (“We had a death in the family”). For these reasons, it’s incredibly important that the workflow does NOT automatically fire an immediate message. We want the control to be able to decide if something gets sent or not, which the lead nurturer will need to discern using their common sense.

No Show.
1. A no-show will be something your client marks, since they’re going to know better than you about who is showing up and who is not. We’ll talk more about clients marking appointment outcomes later, but in order to test the no-show workflow, head to opportunities and drag the opportunities card over to the No Show stage.

The workflow triggers based on opportunity stage movement, and immediately starts following up with the lead to rebook in the same style as normal lead nurturing.

Now you’ve tested the entire DR flow. Change the location email to your client’s actual email.