Close Step (Marketing Campaign)
Every campaign should specifically plan for closing sales (or whatever the conversion event may be).
It is important not to try to close too early (before the prospect is ready), but it is also a mistake to postpone asking for the sale.
So, when you’re designing a campaign, decide when the most appropriate point is to “pop the question”. Remember…
If you don’t ask, how can anyone say “yes”?!
It can also be very helpful to ask for the sale more than once. Sometimes we’re not ready to click “Buy” but not because the offer is no good! Maybe there are unanswered questions or concerns, which you may be able to resolve. We’ll look at techniques for continuing the sales conversation
- Paid or Free Membership sites
- E-commerce sites
- Sales pages
- PayPal links
- Rob’s Remarketing Autoresponder Tactic
Understanding “the Trade”
The best book about selling that I’ve ever read is “The Secret of Selling Anything” by Harry Browne. In the book, Browne sets out a super-simple model that helps explain buying and selling.
Harry Browne explains that a “trade” is a simple transaction in which two parties exchange stuff, often cash on one side and some commodity or goods on the other side.
Now, a trade can only take place when a simple situation arises. That is when both parties value what they’re getting from the trade more than what they’re giving up.
If you were to buy a car, a computer, or a bottle of beer, that thing is worth more to you than the cash you pay for it. But the seller also wants your cash more than the car, computer, or beer. (That’s usually because they’re making a profit on the sale.)
But when you stop to think that the same goes for any transaction, this fundamental model can transform the way you view sales and marketing.
- Selling a course? Don’t just tell your prospects what’s in the course! Tell them how those things (features) are going to make a real difference in their lives. Do they care about making money, about prestige, about being healthy, or about being attractive to potential dates? It’s those benefits that really attract buyers, and they must be worth more to your prospects than the money you’re asking them to hand over… otherwise there’s no trade!
- Are you asking for a charitable donation? What’s in it for the donor? What really matters to them? How can you give them good feelings that are worth more to them than the money they’re handing over?
- Do you want people to sign up for your mailing list? Do you realize that handing over my contact info has a cost? There’s a risk of getting unwanted emails, or of having my info passed to other marketers. So you need to offer me benefits that clearly outweigh that risk.
- Even if you’re giving something away, there’s a cost involved. This course is free, but you still need to invest your time. Unless it’s worth your time, you won’t invest.
Integrity in Sales
Do I need to add that you should never lie in order to make a sale? It may be common practice, but it isn’t best practice in the long-run.
The best advert for your business is a happy customer.
The worst advert for your business is an unhappy customer.
Knowing that a trade is only possible when the benefits of what you’re selling outweigh the cost of what you’re selling, you logically only have a few simple options…
- Offer something that really delivers great benefits. (That’s the first step to building a great business!)
- If you don’t have a great offering, you’ll need to reduce the price to the point where it’s good value (not recommended).
- Do a great job of communicating all the benefits of your offering.
- And remember to ask for the trade, at the right time(s).