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Turn Luke Warm Into Red Hot

We all want red hot prospects.

– Red hot prospects want what you sell.
– Red hot prospects are willing to pay the price you want to charge.
– Red hot prospects are likely to spend the most money with you.
– Red hot prospects are of course the most likely to become customers.

So when we describe a red hot prospect what do we actually mean?

A red hot prospect is someone who needs what you sell, they generally know a lot about you or your product, they’re positively disposed towards you and they probably are happy with the prices you want to charge them.

The question is do you get enough red hotties or are too many of your prospects luke warm? Or even worse do you simply not have enough prospects?

So what’s the secret?

The trick is to have provided all the information to answer all your prospects’ questions, to have overcome their objections in advance before you ever speak to them.

So how do you do this?

Write down the 5 concerns or objections that people have about your product or service. Just ask yourself the question “what would stop me from buying this?”

Price is always likely to be one of the factors. So what are the others?

Having identified the issues, you need to develop real answers that address and overcome the concerns that would stop people from buying.

You have to be brutally honest with yourself and identify the real concerns – not just the easy or obvious ones and make sure your solutions are convincing and persuasive.

Price should be one of the easiest to overcome. If you list enough benefits that you deliver then it becomes easy for people to see why you charge the price you do.

Remember benefits are usually the answer to the question “why should I care about that?” I don’t buy an ergonomically designed chair because it’s ergonomic – that’s a feature. I buy it because it supports my back.

In addition to listing all the benefits you deliver, another really good way to address the concerns that stop people from buying is to offer a guarantee and if relevant a free trial.

The purpose of a guarantee is to take away all the risk from the buyer so that if the product doesn’t live up to expectations they can get their money back and obviously the free trial let’s people try the product either at home or in the office for long enough that they can be certain that it’s right for them.

What’s next?

You now want to ensure that you manage to communicate your solutions to your prospects to turn them from luke warm to red hot.

There are a number of ways you can do this.

Firstly you can create an FAQ page on your website and drive people to it via a link in your email marketing or auto responder sequence.
You can make each point the subject of a blog and cover them off that way or you can make each one a subject in its own right in an email and send them out to your list.

The point is that if you work out convincing answers to the concerns that people have, you’ll have done a lot of the selling before you ever start the sales dialogue.

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One Simple Sentence That Can Transform Your Website’s Performance

One of the most basic rules of selling is to ask for the order. Every successful salesman knows this.

If your website is going to convert visitors, it is going to have to ask for the order.

Your Website’s Call To Action

When you first sat down to plan your website, I hope that the objective of your website was one of the first issues you resolved.

What action do you want your website visitors to take?

Do you want them:

  • To call you
  • To email you
  • To download a special report or white paper
  • Place an order online

There are a range of actions you might want, so you must tell your visitors what they should do next.

The problem is that too many websites don’t do this. Without any instruction of what they should do, too many visitors will simply click away.

Every page of your website should have an instruction – a call to action, which says something along the lines of:

“To get started or to find out more, please call us now on 01483 200387, or email or contact us through the website

Expecting first time visitors to pick up the phone to you may be too large a step for some people so including other means of contact – email, completing the website enquiry form or even via social media will definitely increase your response rates.

Do yourself and your business a big favour and check your website now. Simply suggesting the next step, asking for the order can have a dramatic effect on website conversions.

Positioning Of The Call To Action

Website orthodoxy says that you must have your phone and email contact details top right on every page of your website. Additionally you may have newsletter and special report sign up boxes down the side of your pages.
Surely therefore that must be enough calls to action?

Now of course these are all very good and every site should have them but the problem is that lots of visitors just blank them out.

Visitors come to your site to solve a problem they have and to find information. Assuming they find what they’re looking for, they can become blinkered by the text and not see  information outside of this.

So what this means is that you need to build calls to action into the text itself.

There’s no need to limit yourself to just one call to action. While the end of the page is the natural place to ask for the order, you can also add others in in suitable places in the body copy.

And the beauty of the web is that you can test the results.
Add a call to action sentence to selected pages, and use your Google Analytics and Google Conversion Tracking tools to measure the difference over a few weeks.

The chances are that you will get more enquiries, sign ups and conversions.

So go on add in those extra sentences and just watch the change they make.