Happy Tuesday everyone. Today especially coming off of the Labor Day weekend, I wanted to touch on something specific that someone recently asked me about and I hope this helps you pinpointing problems in your sales funnel.
The question asked, was more of a statement, “I’m not getting any conversions and I can’t figure out what’s wrong.” While I am in the process of helping that person pin-point where the problem is, I wanted to share this breakdown of the sales funnel so that you, (or anyone for that matter) can locate a problem as to why they aren’t getting any sales.
If you have Google Analytics that’s great, because you can take a look at the Visitor Flow and see where your traffic is dropping off, but not all sites allow or work well with Google Analytics so here is a quick version, using the same example as I do with my own consulting clients.
Pinpointing problems in your sales funnel
Let’s say you’re running ads and not getting any views, then your title isn’t capturing attention. If you’re getting view and little or no click-through, then the content of your ad isn’t working very well.
If you are getting click-through and no opt ins/calls/emails etc. then the problem is with the landing page.
Now, this is where I think you may be having problems and where I can help (assuming that by conversions you mean leads to sales).
If you’re getting opt-ins, calls, emails and so on, but not getting any conversions, the problem is in your sales pitch and your closing.
What is your value proposition? And are you closing your leads after selling them?
When I say closing them, I mean, is there a transition when you go from selling them (your value proposition) to asking for the sale?
A lot of people don’t ask for the sale. They will list all of the features and just have a buy button or an order form, instead of saying “buy now” or “order now to continue” or some sort of closing transition.
Face to face it might be something like, ‘okay, do you have any more questions?’ if they say ‘no’ then ‘Alright, let’s sit down, go over some numbers and we can get started. How are you paying today?’
Closing is a process, now let me back up a bit.
Value proposition – that is why someone would want to buy from you. What makes you unique, what makes you stand out?
When you’re dealing face to face or over the phone or any means of direct communication (email, chat, etc) remember that people buy from people. You are going to be the one to make yourself stand out.
For me it’s simple. I tell people straight up, you want to get this from me because I am the best at what I do and nobody else will give you the detail and attention you need. Proof of that is when you called. You didn’t get tossed to a machine or an answering service… it’s because I care about people and you’re not just purchasing a product or service, you’re purchasing me and all that I can offer you.
In my case it’s absolutely true. Your value proposition might be different, but the goal is to build their confidence.
When it’s something like an online purchase the same applies, so having a lot of reviews builds purchasing confidence.
Now for your product or service, and I’m going to explain it this way.
“Nobody who ever bought a drill, wanted to buy a drill – they wanted to make a hole”
Most people, when they have a product talk about all of the FEATURES of their product – quality of the bits, RPM’s, etc. and most people don’t care about that.
What they care about is whether or not what they’re buying will meet their needs.
Think of two branding on the same exact drill. One say’s “Deluxe Grip 1200 xBrand Drill” and goes on about speeds, types of bits and so on.
The other says “xBrand – The Fastest Easiest Way To Get the Job Done’ then it goes on about how easy it is to use, how much faster it is than any other drill, how safe it is for home use, and so on.
Which would you buy? This was an actual marketing test that was done. More than 80% of people bought the latter. Same drill, same price. One talked about the features, the other talked about the benefits.
As best as I can in so short a time, that is the best I can explain the sales funnel in so short a time.
If you’d like to find out more about the sales process, or want to have me look over your own sales process and help pin point any problems, please call (919) 576-9255 or click here to find out more about joining my team and working with me.
As always, this isn’t the prettiest post out there, but it’s all information you can apply to your business and should help you find your way around trouble shooting your sales funnel.
See you in my next post!
