If you sell high-ticket products, here's a case study
you'll find valuable. It lays out a process I recently
used to convert 8% of prospects to paying customers for
a product that sells for $2,600. And it would probably do
even better with lower priced products.
The formula is simple:
1. Avoid a critical mistake most marketers make
2. Focus on a single product
3. Create a "conversion bridge" that eases the
customer into the sale
So let's take a look at each step in more detail.
=====================================
Step 1: Avoid this critical mistake most
marketers make
=====================================
The single biggest mistake I see most marketers make
is rushing the sale. The minute they get a new prospect
to opt-in, they go straight for the jugular, often trying
to sell them something right on the confirmation page
for the opt-in.
Nothing kills sales quicker than this. Sure, you might
make a handful of sales right away, but the number
of sales and goodwill you sacrifice is enormous.
If you really want to maximize your conversion of
prospects to paying customers, you have to treat
your marketing like you would any other relationship.
It takes time to get to know someone - in this case,
for your prospect to get to know you.
So you have to build your sales around a customer
friendly series of communications that lets prospects
get to know you - and more importantly to trust you.
Because bottom line, most people will only buy from
you if they feel they can trust you.
=====================================
Step 2: Focus on a single product
=====================================
If you try to sell more than one product at a time,
you'll seriously damage your conversion rate. With all
the various demands for a prospect's attention these
days, you can't run the risk of creating additional
distractions.
While someone is on your web site looking at your
sales pitch, they're also being interrupted by emails,
phone calls, instant messaging, social networking,
other people, and many other demands of daily life.
So you have a serious level of competition for your
prospect's attention before you even begin!
Do not make the mistake of offering a menu full of
different product choices to your prospects. If you
do, most people will choose to delay the buying
decision "until later". And as you probably know,
"later" almost never comes.
Make certain that your sales pitch focuses on one
product only if you want to see an immediate
increase in the number of prospects you convert
to paying customers.
=====================================
Step 3: Create a "conversion bridge" that eases the
customer into the sale
=====================================
Just like it takes multiple communications in Step 1
for people to get to know and trust you, it also takes
multiple communications if you want to completely
optimize your sales.
Think about everything you really have to do to make
a sale. You have to educate your prospect... you
have to appeal to their emotions... you have to justify
the sale with rock-solid logic... you have to persuade
your prospect that your product is superior to the
other choices they have... you have to demonstrate
undeniable proof... you have to make it easy to
order and guarantee that the prospect has little or
no risk... plus much more.
Can you really expect to do all that with just a single
communication? I'm sure when you see this list, you
realize its a losing proposition to try to make the sale
right out of the gate, yet look at how many businesses
do exactly that.
The solution is simple. You need to build a "conversion
bridge" consisting of a number of communications that
handle each of the pieces I listed above. In my experience,
it generally takes at least 3 solid communications, and
sometimes more if you're selling a very sophisticated
or high-priced product.
I like to focus on educating the prospect first. Give
them something that really anchors their understanding
of how your product benefits them. This should be
purely educational, all content with no sales pitch.
Next, build your emotional and logical cases for
purchasing the product. Demonstrating your product
in action or the results others have produced are very
effective ways to achieve this.
In the final step, you can make your offer, show
additional proof and provide your price and
guarantee. And remember, your guarantee must
make it risk free to try your product if you want
to maximize your sales.
=====================================
How well does this work?
=====================================
As I mentioned, I recently ran a conversion campaign
featuring these 3 components that was designed to
sell a product priced at $2,600. You'd think that in this
tough economic climate, my conversion rate would be
extremely low.
But using these 3 steps, I was able to convert 8% of
my prospects to paying customers. That's a full 400%
better than the 2% conversion rate that's generally
considered the mark of a winning campaign.
So with these results in mind, if you want to increase
your own sales, it would make good sense to give
my simple formula a try.
=====================================
Ready for the next step?
=====================================
You can test my formula on your own with what I've
shown you here. Or if you prefer to have everything
laid out for you in comprehensive detail (including all
of the marketing pieces you'll need for each step),
you'll find it all in my new course:
Evergreen Conversion - How to increase the
number of prospects you convert to paying
customers by 200% (or more)
Right now, I'm putting together all the details on
this course. It will feature multi-media training plus
live mentoring from me personally. And it's very
reasonably priced (as low as just $200 including
mentoring).
You can put your name on the Early Notice list to
get all the details as soon as they're ready. And this
will also give you the opportunity for priority
enrollment when the doors open.
Signing up for Early Notice is easy - it takes just
a couple of seconds and you're in. So click here
to sign up:
www.ProfitAlchemy.com/convert-early
Regards,
Bob Serling, Founder
Profit Alchemy, Inc.
2039 Bruceala Court, Cardiff, CA 92007, USA
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