If you’ve been in business for any amount of time, you have probably asked this question: “how can I get more sales?” Sometimes it feels like we’re doing all the right things but customers don’t go to that final step and purchase. That’s when I recommend that they offer an evaluation step.
Evaluate is the step in the Trail to the Sale™ process where you can offer your customer something at such a great value that saying yes is easy for them. It’s not your premium product or a full-price offer–it’s an intermediary step.
The Yes Ladder
Back in the 1960s, a couple of researchers named Jonathan Freedman and Scott Fraser did some groundbreaking research called the “Yes Ladder”. Their research found that if you can get people to say “yes” to a small request, they are more likely to say “yes” to a larger request later on.
We can apply this theory to sales too. If you can get your prospect to say yes to a smaller or discounted purchase, they will be more likely to purchase your signature and premium products later on.
The question you want to ask yourself at this phase is “what can I offer my prospect that would make purchasing it a no-brainer?”
I know many people are hesitant about offering a product on sale, thinking it’s setting a dangerous precedent, or that it makes your product appear to have a lower value.
But offering a version of your signature or premium product, or a smaller related product sidesteps all of that. You’re giving them the opportunity to buy a lower-priced version that will lead them to a larger purchase down the road.
Depending on your product or service, this could take the form of a:
- small item related to your signature product (such as an intro course)
- limited time offer
- new customer discount
- discounted trial period
- discounted “lite” version of a product
But…Don’t Give it Away
This is not the time to offer them something completely free. You want them to actually buy something from you and lay down the cash. As my business coach likes to say, “if people don’t pay, they won’t pay attention.”
Though you may have a large email list of prospects, you will only know who your buyers are when they make the choice to spend money with you. Otherwise, they’re just prospects.
But getting your foot in the door is a tried and true method for getting new customers accustomed to buying from you.
Show Them You Can Be Trusted
One big barrier to that first sale is trust– they need to know they can trust you to deliver and stand by your product.
By putting a guarantee in place and showing testimonials from happy customers, you can put their minds at ease. And having good ratings on review sites such as Yelp or Google can go a long way to a prospect feeling confident about trying you out. But if you’ve done a good job with your marketing up to that point, your customer probably knows a bit about you already.
Be Transparent
Being open about who you are and what your company stands for builds transparency. On your About Page (or other places on your site), share your story and why you do what you do. Let them know who your employees are and show photos. Post your contact information too. Knowing you’re reachable in the event of a problem and during the order process will help them feel at ease. We want them to feel really good about you and your product when they’re ready to buy.
Promote Your Special Offer
Depending on the type of business you have, your promotion type may vary. But here are two methods that work for almost any industry:
Email: Since you’re aiming for first-time buyers, and you’ve already moved interested people to your email list, you will need to weed out existing customers. Your goal is to reach the people who are interested in you but haven’t bought yet.
To do this, use your email provider to segment your list by purchase history. (Search for “list segmentation” with your email service provider if you don’t know how to do that.)
Social Media: Social media posts, or Facebook and Instagram ads are another way you can reach new customers who haven’t bought from you. On Facebook, you can create a custom audience that allows you to show your ads on Facebook to people who are on your mailing list but have not made a purchase.
Podcasts: Email podcasters with a similar audience and offer them an interview with great value for their audience in exchange for a promotion at the end.
Guest blogging: Everyone needs content, so offer to write a value-filled guest blog post for someone with a similar audience. Add a link for the promo in the post.
Focus on the Value of What they Will Get– the Problem You Will Solve
Even with a small purchase, customers are focused on their problem–not on your product. Make sure you clearly connect the dots for them so they can easily tell that you are offering them a solution at an outstanding price point.
Make the Purchase Process as Easy as Possible
Have you ever bought anything on Amazon? You can literally do it in one click. The whole process is friction-free. Most of us don’t have a checkout process that’s as easy as Amazon, but most payment processors have made the procedure easier. You can even sell directly on Facebook now, so customers can buy without ever leaving Facebook.
Keep the next sale in mind…that’s the goal!
Once you get the customer to buy, you want them to buy again. Repeat customers spend 300% more (over time) than first-time customers. They are also cheaper and easier to market to, and often share their experience with others. 1
Remember, once they buy, your job is not done. Your goal is to get your customer to have such a great experience with their first purchase that they will come and buy again and again.
1 https://blogs.constantcontact.com/repeat-customers/
