Who here likes to walk past people in the store trying to sell satellite TV, or that other thing that will “change your life”? Not me. I avoid those people like the pelage. They will often try to push things on you even after you have said you are not interested. Leaving the word “sales” with a bad taste in everyone’s mouth.
Selling products to people you have never met can be difficult and next to impossible. However, if done right it does not have to be distasteful. If we work to earn their trust and build a relationship with them getting them to buy you products will come effortlessly. They will want to buy your products. Expecting to make a sale the first time they see your site or product will leave you feeling disappointed and wanting to give up.
The customer has to know, like, and trust you before they are willing to give you their credit card number. This takes time and a fair amount of work to get to the point where people are waiting with bated breath to buy the next thing we put out.
The concepts of the free to paid journey was something I learned a while back about getting people into your community, foster those relationships and then selling to them. There are four levels to creating your free to paid journey for your clients. Your audience starts at the pool then as they grow to love you they will be willing to commit to you aka buy your stuff.
Pool – is your free content that people can access without having to give you anything, even and email. This can be anything you chose but often consists of blog posts, tools, educational content as well as other material you chose to create and leave for your community to find.
Opt-in – This content is free but you are taking them one step closer to trusting you. To get this content they have to give you their name and email address. You can use anything you like as your opt-in. However, it needs to be something that makes your audience go “WOW I can believe they are giving that away for free.”For example, let’s say you show beef cattle. For your opt-in, you make them a checklist of things they need to pack in their tack box for a show. Along with 10 tips and tricks to have your cow looking great for show day.
Up-sell – A product that is typically in the $27 -$47 range. Your upsell should fill the gaps of the opt-in. It could be a guide with a video on how to pick the right cow to show and things to look for when going to buy your animal. You still want to make it packed full of information that they can’t help but buy the course.
Commit – This is the high-end product or service you create for your audience. Products like online courses, coaching, lessons, a bundle of products. If we were to continue using the cattle analigy, this product could be something like a course of videos on how to show the cow and be an excellent showman.
Take it one section at a time and make each step flow into each other nicely. This will be your starting point to creating a sales funnel for your customers. Yep, I just gave you a glimpse into what is coming in the future.