Why Nobody’s Buying From You and What To Do About It
You may have heard marketing people ask “are you making it easy for people to buy from you?”
What this usually means is:
Can people tell instantly what you do and how to hire you?
Do you have your services packaged up so that they’re easy to buy?
Are your contact details easily accessible?
Do you have entry level offers that are a no-brainer purchase?
Is your site user-friendly, accessible on mobile and do you have plenty of calls to action?
Obviously you need to be able to answer “yes” to all these questions, but if you find yourself saying “no” or “maybe” then they’re relatively easy to fix.
But the question that matters more to me is:
Are you selling what people actually want to buy?
It’s something that’s cropped up a lot lately with the service-based businesses that I work with and it’s something I’ve missed the mark on in the past too.
All too often what we want to sell is not what our clients want to buy.
This is usually because if you’ve been in business for a few years, your offering will have evolved. You’ve probably honed what you do to a fine art. You know what it takes to give your clients serious results and true transformation.
But in the process, you’ve lost touch with the ‘beginner’s mindset’. You’ve forgotten what it’s like NOT to know what you know.
For instance, you might know that true business success comes down to a state of mind. But all your clients know is that they need more sales.
You might know that a building a stand-out brand is essential in today’s market. But your clients just want a website or new copy.
You might know that sustainable weight loss comes from self-esteem. But your client just wants to shed 10 pounds!
You see the difference?
Your clients aren’t looking for improved mindset, self-esteem or branding. If you try to sell those things up-front, they most likely won’t buy from you. Unless you lead them down a lengthy educational process first.
But offer them sales training, a new website, the chance to shed 10 pounds? Now you’re speaking their language. Now they’re ready to whip out their credit card.
Once they’re working with you, then you get to crack on with the true work of transformation.
The best part is that, with your advanced wisdom and methods, you know that the results will be a thousand times better than they ever expected.
But first you have to meet people where they are and sell them what they want.
Once you’ve done that, then you can give them what they really need.
I like to think of this as the “Trojan Horse” of marketing. I’ll be sharing more examples of this in an upcoming video.
In the meantime, if you would like to know how to make it easier for people to buy from you, feel free to book yourself into a free 20-minute Brain Blitz call with me right here.
About the Author: Anna McLoughlin
Anna is Director of Inkspiller. An incurably curious writer and brand strategist, she has made it her life's mission to truly see others, then reflect their brilliance back out to the world.