Converting ‘Nearly Clients’ into Purchasers

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    converting-clients-into-purchasersEvery business needs to spend money to market itself and attract new clients. No pain, no gain as the saying so rightly says. Money has to be spent on the marketing efforts you choose such as traditional adverts, website design, blogging, social media and email marketing. In addition you may work with affiliate companies who also market your products. And as sure as apples grow on trees, the affiliates aren’t working for the love of your company. They need their commissions.

    So put simply, if you are spending more on trying to attract new clients than you receive from product sales, you’ve got a problem. So how can you tip the balance sheet the right way? It may be time to focus on the ‘nearly-clients’ – the ones who are interested in your products but you let slip out of your clutches.

    If you are splurging hundreds or thousands of dollars into an aggressive marketing campaign you want to see high sales. If these aren’t forthcoming you better find out why, and do it quickly. Are you driving all potential clients to a specific offer on your website? If this particular offer is of little interest to them, they will quickly bounce off the webpage into a big, black hole, never to be heard from again. But this doesn’t necessarily mean that they didn’t like your products. They were interested enough in the original marketing campaign to log on to your website. Perhaps they just didn’t like that particular offer. Maybe they’ll like a subsequent one.

    So as long as you captured their contact information, you can contact these ‘nearly-clients’ in the future at your leisure. What do you mean – you didn’t get their contact information? Duhhhh - with no contact information, they will completely disappear off your radar.

    So rethink your strategy. Do everything in your power to get these ‘nearly clients’ to engage with you and give up their contact details. The cunning solution is to offer them something for free if they cough up their email address. It could be something as simple as one of your promotional products. As long as it is free, many people will willingly part with their contact information. Create an eye-popping section on your website boldly offering a free gift if people just submit their contact details.

    Once you have these precious email addresses, add them to your ‘nearly client’ database, and hold this very closely to your chest. When you have another new and fabulous deal, these are the clients to target via email and at very little cost. Remember, they are already interested in your type of product. If you get no response, send out a follow-up email after a week or two as a gentle reminder – maybe a ‘book-by a certain date’ offer, or a ‘last chance to get this great offer’.

    By sending out regular, great offers, it becomes more likely that one will hit the mark and some of your ‘nearly clients’ will come back to you requesting information. And thenyouareonthehomerun – your sales staff have a genuinely interested client, and the onus is on them to finally convert the enquiry to a product sale. Job done.

    Joe Russo

    Joe Russo has over 6 years of experience with online marketing, sales and business management. Joe enjoys working on challenging projects, working late hours and the Boston Celtics. 

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