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
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.
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…