“People are programmed to buy.” –Frank Kern
About a week ago, an article in the National Retail Federation appeared that theorized three reasons why Black Friday shopping revenue was lower this year.
The reasons cited to influence spending are focused mainly on things outside of a business owner’s control.
These include retailers offering discounts much earlier, that the economy is improving, and that consumers are more savvy about spending.
But what the article doesn’t address is what YOU as a business owner can do about it. Which by this omission could lull people into subconsciously (or consciously) settling for poor results because they think that the reasons why low sales are occurring is beyond their control.
Last year at SuperConference℠, one of Dan Kennedy’s “Amazing But True” facts was that “Price matters a lot more to you than it does to people you are selling to.”
The truth is people like to buy stuff—and discounts, the economy, and even shopping smarts aren’t going to convince or deter them from buying. So rather than focusing on things that don’t really influence buying, if you get to the REAL reasons your sales are lower and instead focus on what YOU can do to make them better, those days of mediocre results will be a distant memory.
In fact, you’ll find that focusing on the right things will help you to connect to the real reasons people buy. Sure things may happen from time to time where you won’t hit your mark, but most of the time, when you look at the big picture you’ll be able to trace it back to one of the four reasons I’ll cover in my two part article:
1. Bad marketing. When people see the same type of ad everywhere, they become immune. If your ad and your message looks like everyone else’s, people will no longer see your ad. So if everyone is offering a discount this season and so are you, your ad may just blend in.
Solution: People want cool and valuable stuff, so focus on creating ads that stand out by offering something that is different, relevant, and enticing to YOUR buyers. And create an ad that speaks directly to your ideal customer.
For example, here at GKIC, we used to offer discounts every week on different products. Sure that entices people, but it doesn’t really give people a great reason to buy and it makes every offer appear the same—causing immunity.
Instead now we offer exclusive bonuses that are extremely valuable and directly relevant to the buyer and the offer. For instance, if the product has to do with “How to Create An Info-Product”, we might include something that shows how to market and sell info-products in 30 days or less. The bonuses are something that cannot be purchased any other time or any other way which gives incentive to buy now. The bonus is also directly related to the product we are offering. Oh, and when we do offer a discount—people pay more attention because it doesn’t happen as often.
2. Not enough traffic. If you have a good offer that converts well, but still aren’t selling enough, it may be that you don’t have enough traffic.
Solution: There are three ways to improve your traffic to reach more buyers.
Expand your target: If you’ve really tapped into your market, consider expanding your target. For instance, you could expand the geographic area that you market to or leverage your existing clients by asking them for referrals.
Use additional media: Another way to gain more traffic is to advertise in additional media. You can either test different types of media –say ad direct mail or PPC (Pay Per Click) or you can also find additional media to advertise in that are similar to your most successful campaigns. For instance, if you are running an ad in a fitness magazine and getting good a good return, consider finding additional fitness publications to run your ad in. Or right now Jeff Johnson has a free video showing you simple ways to capture more leads and also shares how just one change in his business doubled his sales! Click here to get access now.
Expand your sales force. A third way to get more traffic is to hire a sales person to help you. Not only can this help you scale your revenue, but a sales person can also help you learn critical information from buyers AND non-buyers that will help you improve your sales messages. This happens when your sales people bring back valuable feedback from prospects and buyers from speaking to them in the field. Sales people can help you discover what are the most common objections. What works best at overcoming those objections. And even what offer is generating the most sales for them.
If your sales aren’t performing as well as you’d like them to, one of these ideas could help improve your results. Next Thursday, I’ll be back with two more reasons why your sales are low with solutions on how to fix them.
P.S. – Get “The 10 Rules to Transforming Your Small Business into an Infinitely More Powerful Direct Response Marketing Business” for FREE. Click here to claim your customer-getting, sales-boosting tactics.