ARE YOU DIFFICULT?
No, I don’t mean personally. I mean, do you make it difficult for people to engage with you… to buy from you?
Let me put it another, more specific way: Do you make it easy to do business with you? Not just easy… but RIDICULOUSLY so.
Here’s an interesting observation that YOU might have noticed yourself.
There’s a shopping center near me that’s not just set back from the road, but also down a steep hill. It features a decent selection of stores. The area is neat and clean. Plenty of parking, too. Interestingly enough, almost every business that goes in… goes right back out. Store after store. Opened and closed. They’re IN business one day… and OUT shortly thereafter. (And this was long before the pandemic.)
I even found myself going to similar stores rather than driving into this shopping center. Why? I truly believe it’s because the stores actually LOOK difficult to get to. They seem farther away from the street than they actually are… down a giant hill… they actually look tricky or like “too much work.”. They’re look inconvenient to access. Result? People just drive by and shop at other nearby stores. For many years, I noticed this same thing affecting other shopping centers and individual stores.
See if you notice this phenomenon in neighborhoods near you. Do the stores that you can quickly pull right up to grab the business from those that require you to wend your way through parking lots? Are there things that psychologically alone give the apparency of work that turns you off to doing business with them?
Remember: most people are lazy. It’s called HUMAN INERTIA. That oppressive force that steers us away from things that even LOOK mentally or physically challenging.
Look at your prospect engagement process, for example. How easy is it to do business with you? Look at each part. How could you make it easier? Can you eliminate steps? Can you shorten your inquiry form and ask for less information? (All you really need is a first name and email to start the relationship.) Are you asking for things that strangers wouldn’t be comfortable with providing to another stranger? Is your first offer for too high a dollar amount, whereas a lesser amount would allow you to collect more interest and continue selling?
“But, Drew! If I ask for less, I’m getting less-qualified leads!” Sometimes. But why are you assuming that the sales materials you’re using to get that first show of interest is enough to convince everyone who’s interested in your product to engage with you on the spot? Maybe your sales copy has the power to convince only those who need the least amount of sell! Meaning? Everyone else simply clicks away… even through they might be 100% qualified to buy from you. Just because they don’t reply doesn’t mean they’re not qualified. Typically? They’re simply not SOLD!
Here’s my point: only until you make it RIDICULOUSLY easy to engage with you will you ever have the peace of mind in knowing that you did all you could.
What you DON’T want is to run your campaign… review the results… and then ask yourself, “Hmmm… would this have done better at a better price? Should I have made it easier to contact us? Should I have eliminated the 5-question form? Should I have offered more ways to respond? Should I have offered a free trial of some kind? A free gift? Should I have done more of what I know I COULD have done to improve my offer and approach?”
Always go out with your best offer FIRST. When THAT offer does well, then you can start playing with other approaches. You want to put out the cleanest, most streamlined, easiest-to-engage-with-you offer in your first test. Eliminate frustrating second guessing. See how the market responds to your BEST. If you do that and your results STILL aren’t great… and you know there’s a market for your product… start polishing your selling copy, knowing the foundational elements (price, offer, response device, etc.) are already the best you can offer.
Even though I’m working on yet another book, I’m still offering personal consulting for clients with interesting projects. Click for more details.
Questions? Ask me!
Until next time…