Month: June 2019

Why Targeting is Everything for Your Sales Funnel

If you’re hoping to make money from a sales funnel, then by far the most important thing to consider is your targeting. In other words, how are you ensuring that it’s the right person who is receiving your marketing messages? How are you ensuring that the people who find their way to start of your funnel are the right kinds of customers?

This is called ‘targeting’ and it is actually the difference between making massive money and making no money whatsoever.

The best way to demonstrate why targeting works so well is to think about sales. In sales, you have the people who start out their careers cold calling and selling things like training courses. These are people who will be picking up the phone and trying to sell something expensive to a random stranger.

Now, some people will be very good at that and those people are going to be the ones who do well. As they progress, they will be given better and better jobs within their organization and eventually this will result in them earning big bucks.

What’s the best position? Selling to qualified customers who have a lot of money. Think about it: if you can sell something to strangers who probably don’t have much money, it will be child’s play to sell to wealthy individuals who have already told you they want to buy!

This is the concept that sales is based on and it’s how you’re going to make sure your business is successful when you’re using a sales funnel.

Because the equivalent with a sales funnel is simple – it means finding targeted customers and sending them to your site. It means finding people who are interested in your niche, who are the right age and sex and who have the right income.

How?

Using PPC of course! PPC stands for Pay Per Click and this is a type of advertising where you only pay each time someone clicks on your links. PPC ads can be placed either on Google searches (through Google’s ‘Ads’) or they can be placed on Facebook, where they will target people based on not only their age, sex and location but also on their hobbies, interests and job title!

If you can do this, then you can find the exact kind of person who is likely to buy from you and then make sure that these are the people who start their journey through your sales funnel. That way, you are destined to succeed!

Posted by Michael Cloke

Warming Up Your Leads – The Watch Salesman Analogy

DO you have a proper sales funnel set up for your business yet? Do you have a plan for attracting new customers and then leading them by the hand from the point where they’re just discovering your brand, to the point where they feel familiar enough and trusting enough that they’re willing to part with their hard earned cash?

If not, then there’s a good chance that you’re driving your visitors away before they’ve had a chance to buy. If your landing page right now is simply an attempt to sell, then you’ll be putting off visitors and not collecting any of their details before they do. Consider this analogy…

The Watch Salesman

Imagine that you’re out in town and someone comes up to you with a watch and offers you to buy it for $5,000. What do you do?

The vast majority of us would say no – even if we liked the watch. Why? Because we don’t know anything about that person and don’t know if we can trust them not to sell us a counterfeit. At the same time, we don’t know anything about the watch or what it’s like beyond the looks. Then there’s the even more fundamental fact that we might not be in the market for a watch. Maybe we already have a watch. Maybe we don’t have $5,000 spare. Maybe we hate watches.

Well this is exactly how a vast majority of websites operate. If you are driving traffic to your site and then trying to sell, you’re essentially trying to get someone to hand over their cash with zero preamble and zero targeting.

The Better Approach

So what does the smart watch salesman do? For starters, they hand out fliers rather than trying to sell right away. They’ve got your attention and now they’re actually going to do something useful with that by establishing contact so they can sell to you in future.

At the same time, they should stand in the right place – outside a watch-lovers conference for example or a watch repair shop.

And instead of trying to sell their $5,000 watch right away, maybe they should try and sell a $500 to start with.

Now they’re gradually building a relationship and building trust and only then trying to sell. This is how you need to operate and if you can do that, you’ll be 100% more successful.

Posted by Michael Cloke

The Power of Increments in Selling

An increment is a small change. If you count to ten by going from 1.1 to 1.2 to 1.3, then you are counting in increments.

In psychology, increments are a powerful concept that have been shown to accomplish incredible things. And in selling, this psychological concept becomes an incredibly powerful tool.

So what is an increment in this context and how can you use it to your advantage to sell more?

Cognitive Biases and Psychology

The reason an increment is a powerful concept, is because we are less prone to notice small steps. This is due to a flaw in our thinking (known as a ‘cognitive bias’) that causes us to look at things as they relate to other things.

For example, if you are buying a house for $260,000 and the vendor asks to increase the cost by $1,000 – chances are that you won’t bat an eyelid. After all, what is $1,000 in relation to $260,000?
But now imagine that you’re buying a $5 chocolate bar and the seller wants to increase the value by $1,000… how do you react? You just lost $1,000!

But here’s the thing – you still lost just as much the first time around. You should still have fought just as vehemently not to let the price increase. But you didn’t… And as a result, the vendor got to keep $1,000 extra of your cash!

Increments are similar – they mean gradual increases in price that make the item seem cheaper because it’s only X amount more expensive than it was previously. People are never afraid to spend just $1 more. But if they do this 1,000 times – suddenly they’re spending $1,000!

Selling With Increments

So how are you going to use this in your sales funnel? Simple: by slightly increasing the cost of each item that you sell, so that your customers will gradually be spending more and more money with you and not noticing it.

If you tried to encourage your visitor to spend $1,000 right away on a training course, chances are they wouldn’t be interested.

But sell them an ebook for $100, a video series for $250 and a workshop for $600 and suddenly the jump to $1,000 doesn’t seem quite so much. They’ve already spent $600 with you, they’ve already had a good experience doing that… so what is $400 more? Why should that matter?

Posted by Michael Cloke

The Importance of Why in Sales

When you’re selling something through a sales funnel, a landing page or an ecommerce store, the most important thing to keep in mind at all times is why.

  • Why are you selling what you’re selling?
  • Why should your audience care?
  • Why is your product worthwhile?

And when you answer this question, you can’t give reasons like ‘to make money’ or ‘because it sells’. You need to believe in your product, know why you’re selling it and understand your audience.

Here’s why…

What Makes a Brand

A brand is not just a logo and a company name. Rather, a brand is the collection of ideals and promises that set you apart from the competition. This is your mission statement, it’s what your company is here on this Earth to accomplish.

So if you focus on creating healthy foods, your mission statement might be to make the world healthier. If you make disposable boxes, then you might want to make the world a greener place. If you sell ‘make money online’ ebooks, then perhaps your mission is to liberate people to work how and when they want.

Whatever the case, knowing your reason for being will then help you to make all subsequent decisions for your company. It will tell you which products are worth developing, which partners to work with and how to market your business to others.

What’s more though, is that it will allow you to build real fans and a real following.

How to Create True Fans

As any wise internet marketer knows, you can’t sell to people as soon as they land on your page. First, you need to build trust, build authority and ensure that they feel as though they know and understand your business. This is what enables you to create ‘true fans’ and people who will be loyal to your brand.

But if all your company is about is selling something to make money, then you’re not giving people to get behind you or to show an interest in you. Try to have a vision and a passion and to make sure this comes across and then your audience will want to subscribe to your mailing list, buy your latest product and generally follow you to the ends of the Earth.

And once you have that kind of loyalty, your business will always be sure to succeed.

Start with why!

Posted by Michael Cloke

Lead Management and Scoring for Your Sales Funnel

The objective of a sales funnel can be understood by looking at it in the context of lead generation. Lead generation is a term that is often used in sales and essentially this means that you’re reaching out to people that are in your target demographic and then slowly introducing them to your brand. You’re not trying to force your product down their throats right away but instead you are collecting their details so that you can slowly build a relationship and then sell to them.

These people are your cold leads – the people who have shown no interest in your brand and who never asked you to contact them but who nonetheless fit into your target demographic.
The next type of lead is the warm lead. This is someone who has shown an interest in your brand and who is now potentially ready to be marketed to. Perhaps they subscribed to your mailing list, or maybe they liked you on Facebook.

Finally, you have your ‘qualified lead’. This is someone who has shown an interest in buying from you – perhaps by requesting a quote or clicking to get more information about a product.
In terms of your sales funnel, the qualified lead is the person who is now ready to cross the ‘free line’ and become a paying customer.

This is a crucial concept to understand when constructing a sales funnel because it shows you how you’re going to reach out to new leads and then develop them into paying customers. You start with your cold lead and you end with someone who loves your brand and is committed to buying.

Lead Management and Scoring

Thus, you should include some degree of lead management and scoring in your sales funnel. You will do this first by collecting email addresses from subscribers and the easiest way to do this is with an autoresponder. From there, you’re then going to organize those leads so that you know who is at each point in your funnel.

The best autoresponders have another great feature too, which is the ability to ‘score’ your leads. This means that they can tell you who is the most engaged at any time automatically, with no need for you to calculate that yourself. They will do this by calculating the amount of emails they open, which pages of your site they look at etc.

You’ll then be able to identify who is ready to buy from you and who just needs that extra nudge from a sales-oriented email!

Posted by Michael Cloke