Converting Prospects Into Buyers
Worksheets & Downloads
total Video & Workbook time
There are 4 distinctly different aspects to marketing and advertising – but all 4 are equally important.
One part is to decide on where and how to advertise. It could be on a website with SEO, paid ads on various platforms like Google, Facebook, YouTube, print ads, email marketing, etc..
The second part is to know WHO your “ideal” customer is and where they hang out. For example, you won’t find ads by Ferrari or Rolls Royce on Facebook – because the people who can afford those vehicles don’t hang out on FB.
The third part is know the “triggers” of your “ideal customer”. Understand what will entice them to take action when they see your ad, web page, email, or flyer. This is the “conversion” part.
You can spend unlimited amounts of money on marketing, and if you mess any one of these up – you won’t get any new customers. Most of the time though… the problem lies in the “conversion” part.
The fourth element is the “close” of the sale after the prospect has been “converted” – that is, made the call to you. You still have to convince them to buy. Often in person or on the phone.
Completing this module will help you:
Tips & notes
Creating a very successful marketing campaign is not hard. As long as you break down the 4 elements individually, then put them together to form a marketing campaign – and sales process.
One thing which seems very counter intuitive – particularly in a price war – is that price is NOT a decision making factor. Emotion is. This is covered in great detail here.
The common pitfall is that if YOU make it about price in your ads – so will the prospect. But you don’t have to – and shouldn’t.
In any sales or marketing process familiarity, emotional connection and credibility play the most critical roles. But you only have seconds to nail it down.
All of your marketing elements – particularly on your website – must be there to address these factors in order to lead the prospect along the “know you, like you trust you” path.
This forms the critical part of the “conversion” process. Getting them to “make the call”
Video 48 Min + 30 Min read to complete worksheet
To effectively target your market, and to sell to them, you have to “walk in their shoes”. Which means creating a “person” with a name and a bio. You have to know what they like to do, what they typically do for a living, what they do in their spare time.
Get this right, and not only will you be a in a position to build “price war immunity”, but your sales will jump significantly. Your marketing will then “speak” directly to them. Personally.
Just think of the marketing and imagery used by car companies to market pickup trucks – the “rugged” look. Versus Ferrari… parked in front of a very expensive hotel on the French Riviera.
These are extreme examples but the principle is ironclad. Know who you’re selling to.
Video 32 Min + 30 Min read to complete worksheet
Once you know who your “ideal customer” is, you can easily figure out “where they hang out” digitally. Typically, for most home services, it’s Google, followed by social media like Facebook.
The quality of leads tends to be lower on social media – it’s where people hang out who generally have more time than money, or are simply looking for a distraction from everyday life.
However, your ideal customer will look for your services in specific ways, using specific words, which will likely be DIFFERENT than your “not-so-ideal” customer looking for the same service.
Video 52 Min + 25 Min read to complete worksheet
This heavily affects conversion. Even if you have all the right elements on a web page that address all the factors of “conversion”, you still have to know HOW to deliver that information in a way, and in a sequence, that the page visitor will absorb quickly, in the right order.
Searchers look for information, validation, elaboration, then a way to take action – to reach out to you. If you mix up the order, your conversion rate will drop.
Video 51 Min + 30 Min read to complete worksheet
We all see the world from our own perspectives. Whether you’re deciding on what to eat, where to go, what to buy or who to call for service.
All too often marketing is based on the “ego” of the business owner. This is the “we’re the best, most trusted” etc.. That’s OK… but in very small doses. Only as a backdrop.
Everything you display on your website has to speak to the “what’s in it for me” factor of your page visitor.
And it’s NOT all about price. You make price the focus – you’ll put yourself squarely into a price war.
Video 42 Min + 28 Min read to complete worksheet
Sales is at the same time the easiest and the hardest job in the world. It requires no particular education. As long as you can talk on the phone and in person, you can sell.
But most people say “I can’t sell”. They also don’t like sales people. The word “sales people” is equated in the minds with used car salesmen.
The reality is that ALL business owners MUST sell. From lawyers, doctors, to you. If you charge for something, you have to convince people to part with their money and give it to YOU.
Sales is NOT magical, it’s not “innate” to anyone. It’s a learned skill. It’s based on understanding basic human psychology.
This part covers off the basic elements of what triggers people to take action – and buy from you when you’re in a sales role.
Video 70 Min + 25 Min read to complete worksheet
This is the advanced part of the sales training. After this part of the program, you’ll be a pro!
Video 55 Min + 25 Min read to complete worksheet