At the end of April, the Rock My Image crew attended the GKIC Super Conference. One of the more memorable speakers was Loral Langemeier. During her presentation she addressed one of the attendees. Loral asked what the attendee could sell her in that moment. The attendee did have a book, but had no way of taking a payment. Laurel proceeded to speak on the importance of being ready to make a transaction at any time and by any means necessary since this is what transforms the relationship from prospect into customer.
Loral Langemeir went on to tell the story of her recent flight to Australia in which she met several businessmen. During the duration of the flight, Loral struck up a conversation, sold each of them one of her books, and before the flight landed she had booked meetings with each of them. Those business men ended up becoming premium clients spending thousands of dollars with her company. Laurel shared the methodical process of how she moved them down her sales funnel, carefully guiding them towards the next step each time.
How can you apply this process to your business? Remember these days, very few large sales are made in a single step. The first step is to build trust and credibility with your clients. Here’s a quick guide of how you can turn a small sale into a big client.
Turning a Small Sale Into a Big Client
1 IDENTIFY YOUR IDEAL CUSTOMER: In order to provide a great product or service, you need to know who your ideal customer is. Take a look at your top clients and identify their similarities. Remember, these are your ideal customers – the ones you want more of.
2 LIST WHAT THEIR TOP PROBLEMS ARE: What problems keep your ideal customers up at night? How can you make their life easier or resolve a problem that is holding them back?
3 IDENTIFY THE PRODUCT YOU WANT TO SELL THEM: Identify your product or service that provides a solution to your ideal customer. Remember to think in terms of the value this provides the client- not what it does, but how it makes them feel or better yet how it will transform their lives.
4 ALWAYS OFFER AN UPSELL: Ensure you offer upgrades such as better features, faster delivery, analytic reports, or whatever upgrades improve the value of your offering, resulting in a bigger sale.
5 MAP OUT YOUR BUYER’S JOURNEY: Your buyers take a journey before making their final purchase. You need to identify where that journey starts and what the main conversions points are in that journey. Each conversion point should qualify your prospect and move them closer to being a customer.
6 CREATE LEAD CAPTURES FOR EACH OF THESE STEPS: At each point of this journey, your prospects have different needs. You will want to have valuable content readily available to help them along their journey.
Early on in the journey, the information will be more general and have a lower burden of entry such as a blog article, checklist, or newsletter which should be accessible by entering an email. As you move down the sales funnel, while the information becomes more detailed, you will be able to gather more info about your client. This can be in the form of assessments, surveys, or videos.
As the prospect moves into the decision stage, they will move into a sales mode where you can provide specific information regarding the product or service they are interested in. A great way to move a prospect through this stage is a demo or webinar which gives you more time to build trust and credibility with the prospect and overcome any objections.
7 ENGAGE YOUR PROSPECTS: Between each step in the process, it is important to maintain consistent communication. In the previous step, you have obtained contact information from your prospect and received permission to contact them by email. Create a series of emails that continue to educate your prospect and move them to the next conversion action. Each email should have a single purpose that you want the reader to take.
8 TRACK, MEASURE AND TWEAK: Once you have your sales funnel in place, track the number of leads who come through and what the conversion rates are for each point in your funnel. Once you have your rates, you can test different variables to improve each conversion point.
While the entire process may seem overwhelming, the trick is to focus on dividing each step into simple tasks. Don’t worry about getting stuck or being unsure – there are professionals available to give you the tools and direction you need. Follow these steps to begin turning those small sales into big clients.
Action Item: Start with Step 1. and identify your current ideal customers – their similarities and common issues.