So you’ve figured out how to drive people to your website or sales page, but the next crucial stage in the sales funnel is converting those leads into sales, i.e. money in the bank.
First, let’s take a look at the main reasons why small businesses fail to convert leads into sales:
- Trust — Using PPC campaigns via Google AdWords are great for gaining eyeballs on your website or leads, but if someone is encountering you for the first time, you have to build up a relationship with them that makes them trust you. Social proof, a good looking website, and contact information are all great ways to do this.
- Authority — Quality content and experience will help to establish you as an authority in your field. Without this, you may come across as inexperienced, or untrustworthy.
- Money — If your offerings are priced too high or too low for the perceived value of them, you may miss out on those crucial sales.
But the great news is, there are so many ways to help convert those leads into customers, and avoid missing out on the sale.
- Teach them something first
Most people are looking to buy something in order to solve a problem they’re having. Your product or service should solve that problem.
Investing your time to create valuable content — such as blog posts on your website, a free e-book or guide, or webinar — that teaches your leads something, or answers their questions, is a great way to build trust, and show the knowledge you have in your industry. This will lead to more sales, because people will believe in what you’re selling them.
If you’re not the best writer or communicator, you can always hire someone to create educational content for you.
- Create social proof
When people encounter your website for the first time, they need to see that you are an authority, and they need to see social proof. Testimonials and reviews are a great way to tick off both of these in one go.
Follow up with previous customers to ask for feedback on your products or services, and display these on your website. You can also incentivise customers leaving your reviews on Google, Facebook, or any other relevant site for your business.
If someone has had a positive experience with you and/or your business, they’re likely to want to leave you some good feedback — so don’t be afraid to ask.
- Build a community
People like to feel like they are part of a community or tribe, because it helps them feel connected to other people who share the same interests or common goals.
Creating a community around your offerings is a great way to encourage leads to buy from you, because they’ll feel secure, and encouraged by everyone in the community to take action and join them.
The best way to start a community is figure out why you’re in business in the first place, and go from there.
- Use email to follow up
There are numerous email marketing businesses that allow you to completely automate your email marketing, so you can remain in contact with all prospective leads, and follow up.
It’s said that most people need to see a product or service pitch 5 times before they take action. So if you’re not following up, you’re missing out on a huge amount of potential sales.
If someone has clicked on an ad, or joined your email list, that means they’re interested in what you’re doing and selling, and they’re likely to want to hear from you. The more they hear from you, the more likely they are to buy. But email has become saturated today — so you need to make sure you stand out from your competition.
Keep it fun, and interesting.
- Tell a story
We’ve been telling stories for thousands of years. This is because we’re emotional creatures, and stories trigger emotions.
Stories allow us to feel an experience without directly experiencing it. How powerful is that?
As a result, they help us feel more closely attached to the person or brand selling the product, and lead us to our decision on whether to buy or not.
- Show them the benefits
As a business owner, you are likely well aware of the positive impact your offering will have on anyone who buys it. So your job is to show your leads these benefits, and remind them of the return on investment they will reap if they buy from you.
You have to be the number one fan and endorser of your own products & services. You have to believe whole-heartedly that everyone NEEDS what you’re selling; and then show them why they need it.
- Build anticipation
Anticipation creates a lot of excitement and joy, because it gives you something to look forward to right up until the day and time it takes place.
Big companies like Apple build anticipation by continually releasing new products, and counting down to the release date. People will queue for hours to be one of the first ones to get their hands on a new product before anyone else.
So think about how you can create anticipation with your own products and services.
- Ask for the sale
Sounds so simple, doesn’t it? But so many businesses fail to actually ask for the sale, meaning they’re leaving a potential fortune on the table.
Try asking your leads if they’re ready to invest and buy from you today. Wait and see how many of them say yes. Remember, they’re a lead, which means they’re already interested in what you’re selling. So it’s not crazy to think they may want to buy from you.
If you don’t ask for the sale, someone else probably will. So why shouldn’t it be you?
Those are our top 8 tips for converting those crucial leads into paying customers for your business today.
To ensure you don’t get overwhelmed, take this one step at a time. Make it your mission to tackle one of these each day for the next 8 days, and see what a difference it makes to your bottom line in the long run.