It’s so simple I’m going to say it upfront and then break it down.
- Capture emails
- Connect regularly to build and develop the relationship
- Add tons of value before asking for anything in return
- Repeat step 3 as much as possible
- Sell something great
Step 1 – Capture emails
Capturing email is an important first step overlooked by most businesses. Why?
Here’s my guess on the top 3 reasons:
- They don’t know how to capture emails
- They don’t know what to offer in exchange for emails
- They don’t know what to do with the emails once they have them
Building your email database is critical for the long-term profitability and ROI of your marketing campaigns. It allows you to re-engage with visitors long after they left. Website visitors that you attracted in some way, either.
Remember, nobody just wants to give you their email address. That’s why starting with an analysis of your buyers will give you ideas to create an attractive value proposition for your signup forms.
Step 2 – Connect regularly to build and develop the relationship
Remember, if you have their email address – it’s for a reason. They found SOME value in the product or service you provide.
Just because they aren’t hot, wallet-out, ready-to-buy today – doesn’t mean you can’t maintain that relationship until they are.
Staying connected through email, social media, and paid ads, is critical to keeping your company top of mind, building authority, and gaining TRUST with your prospects.
Remember, selling is about building relationships. It’s something you will need to earn.
Step 3 – Add a ton of value before asking for anything in return
In order to create value for your audience, you’ll need a deep understanding of who they are, and the deep dark problems they’re really trying to solve.
This is where creating kickass content comes into play.
People often search surface-level information online – but have a deeper problem they’re trying to solve.
For example, someone searching for information on how to build a blog – would probably also be interested in information on how to write engaging content, how to make money blogging, how to build a community online.
By understanding all of the permutations of your customers’ interest, you can create a constant stream content that engages your audience and demonstrates your value.
Whether you’re trying to educate or entertain, here are 3 types of content you absolutely need in the mix:
- Content that solves your customers’ problems or improves their situation
- Content that explains how your product delivers specific benefits in relation to their problem
- Content that demonstrates your authority and gives them a reason to buy from you and not from your competition
Remember, it doesn’t matter how targeted, personalized, or sales-ready your content is. If it doesn’t create value for your customers, it’s meaningless.
Step 4 – Repeat Step 3 as much as possible
I strongly believe that the best way to sell something is to avoid it at first. You need to let people know you first, earn their trust and then you might try to sell to them.
The length of time you’ll need to build trust with leads depends on your product, the cost, and the level of impact it has on their business (if B2B) or life (if B2C).
For example, selling a $1M piece of software that will impact how 500 people operate within an organization, is a lot different than selling a $50 pair of sneakers to someone who already has 50 pairs.
It may not be a perfect equation, but you can think of it as:
LENGTH OF RELATIONSHIP NECESSARILY = COST OF PRODUCT X IMPACT ON LIFE
Step 5 – Sell something great
Your customers aren’t just buying the product or service you offer. They’re also buying the experience and customer service you provide.
Pay attention to detail. It’s the little things people remember and talk about. You don’t need to make any dramatic gestures; just think about how’d like to be treated if you were in your customer’s shoes.
It’s this type of attention that takes your business from being good too GREAT.