How To Convert Enquiries
Why do people buy?
“We get enquiries but we cannot convert them?”
Here is what I see and hear with clients all the time.
This will help you and will explain why most enquiries do not convert.
How do you get them to convert?
You know what this year, the year of TRUMPLAND and BREXIT has created more issues you should address.
The biggest issue being that of FEAR and how does that ‘mass hysteria’ fear or the thoughts that go into the minds of the majority affect your sales – because it will.
So let me share a few things with you worth knowing.
First your customer has decided to buy what you sell a long time before they get to you. Think about it – you’ve done it yourself.
You see something, decide it's cool or perfect for what you want. This might be ages and ages before you go and buy. For example I decide to buy an IPad Pro the full size and full spec one. I made that decision maybe 6-months ago.
Have I bought it yet? No and that is because I will buy before we go over to our other home in the Republic of Georgia. Maybe a day or two be fore we leave I will go out and grab one.
Yet I have bought it in my mind already. I will buy from the person that gives me a good enough reason to buy from them.
But the point is this: I have already bought it in my mind.
Lets say for example you sell a program to retrain people leaving the Armed forces.
The person leaving the forces knows well in advance – maybe even a year before he or she is leaving. They start to plan their exit strategy for a new life.
They search for training courses or something that will help them. Now after search they know exactly what they want. They have bought it already in their mind.
There is nothing to say when they will order but they have bought.
My son is taking driving lessons right now. He is planning his first car. Everyday he sends me photos of vintage VW beetles. He is building up a mental picture of himself driving the car – even the colour of the car.
It might be a year before he buys.
In other words you do not have to persuade the buyer to buy as the buyer has already bought. What you really have to do is convince the buyer you are the right person to buy from and that means this …
DO NOT TRY TO SELL THEM ANYTHING.
If you do this will turn them off from buying.
Because they have already bought in their mind and they don’t want you to try and convince them otherwise.
What do they want from you?
How to increase conversions from enquiries.
The buyer needs to be convinced of your expertise, your authentic approach, your position as an expert in your service or products. They also want to know you will support them before the purchase, during the purchase and at anytime after the purchase.
The following two things have never been so important for buyers in 2017.
In an uncertain climate that we are right now people ask internal questions.
How will BREXIT affect me?
How will TRUMPLAND affect me?
This affects the mind.
This affects the buyer.
How certain are doing a transaction with your company?
Can you offer a level of certainty from during this uncertain time? You’ll be surprised how small this has to be?
How distinct are you?
How distinct are your services, products, staff or even delivery? Are you so distinct you are the one and only option when your buyer is ready to hand over cash for what they bought mentally months before?
I am a so distinct I will be the very first and only option?
So back to the enquiry to sales process.
It goes like this.
The buyer has a thought.
They think more about the thought.
The thought becomes a constant thought.
The thought becomes a want.
Thoughts of do I really need or want sometimes take place.
Once the thought is confirmed it takes root in the mind.
The purchase has been made mentally.
They research a supplier when ready.
They read the website
The ask questions.
They want answers
They want to be reassured.
They demand certainty.
They want a human touch.
They want a company that cares.
They want a conversation and don’t want to be sold to.
They simply want a good enough reason to buy from you.
When someone gets in touch with your company ask yourself what is the reply or response?
- No one buys face cream they buy youth.
- No one buys a course he or she but a new life.
- No one buys a Bentley they buy prestige.
If you try and sell them cream, a course or a Bentley … you will lose the sale because they have already bought that.
All the want is a good enough reason to buy from you and not your competition.
Do you need your conversion from enquiry fixing and would you like me to fix it for you?
I can train your team, I can put systems into place and I can make sure through careful tracking and measuring that you have all of this and more in place.
I can also offer breakthrough critiques and blueprints for your business.
It is the difference between converting and losing sales.
And you don’t want that.
I hope this helps.
You know where I am.
Alan Forrest Smith