Know – Like – Trust – Try – Buy – Repeat – Refer
1. Not Thinking Like A Chess Master
You wouldn’t expect a woman to sleep with you after a simple introduction… so why would you expect your customers to want to fork over their cash simply because they are aware of you exist.
You’ve got think about doing business in the same way you’d approach dating. Not too fast, not too slow, just right. To get a customer to not feel like they are being sold to, you’ve got to think two steps ahead. Offer them valuable, actionable information or service at a low price… and everyone’s favorite… free samples!
Once you get them to buy, you’ve got to think about not just the first sale, but how to preeminently give them exactly the amount they need… whether they know it or not! The most expensive part of the business process is acquiring a new customer, so you must think about ways to get them to purchase again and tell their friends!
2. Not Using Effective Methods To Identify Visible and Invisible Prospects and make it easy for them to get started
The only thing worse than singing the wrong note is singing it louder!
If you’re not getting a clear ROI from your advertising methods, stop.
Figure out where your ideal customers are, and present them an offer that will get them to raise their hand. Then you can systematically and strategically motivate them to do business with you over time.
3. Patiently and Systematically Educating and Motivating Prospects
Customer journeys are not always linear. Customers not only enter at all different stages but they often skip over stages entirely, move back and forth between stages, or will stay at one stage indefinitely.
Don’t sit down and map out a step-by-step process that says “first they’ll do this, then they’ll do that, next they’ll do this…” and expect that your customers will actually follow your plan.
Every time you communicate with them, add value. Show that you care about the relationship over the long term… that you’re not just trying to get a quick sale and sneak out the back door.
4. Delivering a world-class experience through celebrity customer service
Customer service in the United States is absolutely horrible.
It doesn’t take much to think about how the customer is going to experience your product from their shoes and deliver just a little bit higher expectation. If a celebrity like George Clooney wanted to do business with you, do you think you’d be able to muster up just a little higher quality of service?
Imagine if you delivered that to everyone that interacted with your business. You want to deliver an experience not just at what they expect, but over deliver to the point where they want to tell someone about it. There is nothing more compelling than a recommendation from a trusted friend.
5. Lacking focus beyond the point-of-purchase
While it can cost as much as 5-10X more to generate a new customer than it does to retain an existing one, most models are predominantly – if not entirely – focused on pre-purchase stages, as opposed to relationships with existing paying customers.
The difference between lettuce and garbage is timing! Collecting all of your existing customers and letting them know you care about them and creating an offer that incentivises them to come back or better yet… bring a friend is where the real money’s at.
6. Not implementing specific events to generate referrals
You’ve done the hard work. You created an irresistible offer, got invisible prospects to raise their hands, you’ve collected these leads, systematically edu-tained them with value, you’ve given them free offers to try, they’ve loved your product, they had an incredible experience, and then… You move onto the next batch of leads? NO!
You need to set up specific events that facilitate a referral. Customers refer for themselves, they don’t do it for you. So you need to engineer a scenario where you can make your customer feel great about showing off the results they got with your product.
Go on the third post in this series – The Dangers of Committing Marketing Incest