You’ve spent countless hours creating your program or service offering, your promotional material has been circulated, your sales webpage is live and you’ve spoken to a number of your connections that you know could benefit from participating in the program.
However, despite the effort you’ve put into this entire process, no one has made a purchase. Can you relate?
Sadly, even though you may have the best program in the world that can support your clients in achieving amazing results, there is no guarantee that you’ll have people flocking to your door with their credit card poised ready to invest in your services.
Before you develop another program or service, ensure you have the following five steps in place to support you in transforming your prospects into raving clients.
Step 1: Identify the level of demand for your program/service offering
Despite the fact that YOU know your program or service offering would be of great benefit to clients, have you researched:
- Whether your target market recognizes that they are facing issues and genuinely wants to overcome their struggles?
- The size of your target market?
- Whether they have a history of investing in the solutions you offer?
Before you even begin to develop your program, it’s imperative to identify whether there is a large enough market and whether your prospect is even willing to part with their hard-earned dollars to invest in you.
Targeting a market that requires repeated convincing that they need your service will only lead to a decline in your energy, your sanity and your hip pocket, so it’s important to identify a market that has a high level of demand AND a willingness to invest.
Step 2: Pinpoint your target market’s needs
If I were to ask you to describe your target market, could you identify their demographics, their needs, what keeps them up at night and where they hang out, etc?
It’s imperative to have an intimate knowledge of your target market, including:
- The problems/issues they are experiencing
- The words and phrases they use to describe their issues
- The pricing point they are willing to and can invest
Answer the above questions to create a thorough profile of your ideal customer so that you can accurately pinpoint your target market’s needs. This information will support you in creating your marketing plan, your webpage sales/marketing copy, as well as help you locate the best place to connect with and get your message in front of them.
Step 3: Get clear on your brand
With the increasing number of competitors in the marketplace it’s important to have a clearly-defined brand that showcases your expertise and the benefits your clients can expect from working with you, to stand out from the crowd.
Do you know what your strengths are and what makes you unique? Do you continue to present this information in an influential and powerful way? It’s important to create a strong brand that is memorable and magnetic and enables you to be recognized as an expert and leader in your field to continue attracting your ideal client.
Remember: an inconsistent brand message can cause prospects to become confused and a confused prospect will often say no. Don’t set yourself up to receive a ‘no’ to your offer because you are sending a weak and incoherent brand message.
Step 4: Grow Your List
Thriving businesses state that one of the most important elements that has enabled them to secure their wealth and success is building their list. In fact, one of my mentors often states ‘the money is in your list.’
Are you actively building your list? Do you have a process in place that prompts clients to hand over their email address and other contact details to you?
Offer your prospects a free report that provides valuable content. To access these resources, they must provide you with their email (Step 5 explains how to leverage your list.)
Step 5: Build Your Relationships
Do you have a regular newsletter that enables you to remain in contact with your list of existing customers and prospects? Are you taking the time to not only strengthen the relationship, but also continue to portray your expertise by providing practical tips?
Remember, people do business with people they know, like and trust – and consistent communication with your list is a fantastic way to build a solid relationship. And, it often takes several communications before a prospect is ready to make a purchasing decision.
