From Interest to Purchase
Are you spending all of your time marketing with few results? Many times the problem is that you are getting people interested, but then not helping them buy. Clients often want to take small steps, testing out your products or services before they make large purchases. Help them out by giving them options within your customer tornado.
Some of the clients who have expressed interest will now be ready to try — they want to make a purchase, even if it is a small one. Your tornado is forming. It is reaching toward you and starting to pick up power. These people like what you have to offer and are willing to spend money to purchase products or services.
When people are ready to buy, give them some options to help the get started. Most people will not have a problem purchasing something that is priced under $50 or $100. The perceived value of your product or service depends on what you offer and how you present it. Generally, people are willing to pay more for an “information product” than for a book, even if the same information is contained in each. Try different price points and different ways of describing and selling your product or service.
Low-cost products and services include:
- Reports or Ebooks — As always, the client must perceive a value equal to or greater than the price you charge. Concentrate on delivering value. Keep advertising or self-serving content to a minimum.
- Information Products — This may include one or more reports. You might also want to include some previously recorded seminars and/or one or more ebooks. When selling an information product, focus on the benefit for the client and include items in a variety of media, e.g. documents, audio, CDs, online access, for best results.
- Self-Study Class — This can be set up so that your client receives a package containing the entire course at one time. Alternatively, consider sending out lessons automatically or having the class delivered online.
- Group Coaching/Workshop — If your service involves coaching, you may want to consider a workshop that demonstrates what you do. Offer something with a useful, focused topic. Consider a number of weekly online conference calls coupled with weekly emails containing information about your topic.
- A Membership Site — Give clients an affordable experience by charging a monthly fee to access all of the wonderful content you will provide for them.
Your best clients are at the most powerful and most lucrative part of your tornado. These people understand what you offer and are committed to buying from you. They are ready for the best you have to offer. Package and price your products and services to give them the best value possible.
Your committed clients want:
- Workshops — Live seminars, online conference calls, study materials and bonuses all help make great workshops.
- Home Study Programs — Include a variety of materials to help your clients meet their goals.
- Coaching — One-on-one and group coaching can be great ways to add value.
Take some time and think about your own customer tornado. Plan to have at least one or two offerings for each part of the tornado. Help your prospective clients get to know you. Give them options to buy at various points in your tornado and soon you will have a strong, healthy business.
