At some stage in pretty much every coaching journey a client tells me that:
They don’t like selling.
They don’t want to bombard their e-mail list or
They are not sure how to share what they are offering without it being a hard sell.
So, if you feel this way; you are not alone, and here are some tips that we go through time and time again in coaching sessions. I am not going to tell you that you need to fall in love with sales or change your mindset too; selling is helping. You don’t have to change who you are to generate more sales.
Selling is not so much a sales problem but a strategy problem. It should never be something you do at the end (or not do as the case may be) but rather something that is weaved into your entire marketing process.
1. Know the right time. There is a time to sell and a time, well not to sell. If you’ve been away from your business for a while, are just starting out or don’t have engaged customers; don’t sell rather add value. And in adding value you can tell stories about what you offer and the transformations customers experience
2. Let your customers sell for you. Make obtaining testimonials, reviews and positive feedback a priority in your business and share these with potential customers. Bonus for when you add in a behind the scenes story of your client and how their life has transformed for the better as a result of buying from you.
3. Create a customer journey (this is when experts say a ‘suite of offerings’). It’s so much easier to sell more to existing clients and you can always start with one product / service and add to them over time. Your customers problems will become bigger and you and your business are the perfect person to help them.
4. Use clear CTA’s – aka calls to action. At the bottom of Facebook posts and in your Instagram bio – you should constantly share (and call attention to) what they should do next. This should be the same link across all platforms and ideally use a tool like ‘bitly’ to track clicks. E.G. you share amazing posts that get lots of laughs/views/interactions and at the bottom, you say: click here to find out more / link in bio to find out more. Tell people what to do.
5. Upsell where possible. How many times have you bought a brownie when you only popped in to grab a take away latte? Did you feel sold to? Nope, I didn’t think you. You already had your purse opened and saw something that grabbed your eye and went for it. It really is that simple and rather than over thinking it; offer something additional at the point of purchase that you know your customer will love.
6. Use scarcity and time sensitive offers effectively. Imagine Cadbury’s creme eggs were available in the shops all year round? You’d lose interest by about July wouldn’t you? Releasing products and making clients aware this is for a certain time period will mean they are more willing to buy from you because they know they won’t get it later. The same applies to those Ryanair price drops that are there for one day only; before you know it you’ve booked a weekend in Amsterdam and its total carnage. Let potential customers know when you are running out of stock / about to be oversubscribed so they can get their skates on.
7. Get inspired: watch your own buying behaviour and what encourages you to buy. Is it a certain advert, email, or a feeling you get that you can’t contain? Whatever it is. I’ll bet the consistency in the business staying on your radar will hugely help in getting you to buy. Take screenshots of any posts, adverts, e-mails, etc that encourage you to buy from them.
Selling is essential and you don’t have to love it to be good at it. Rather, you have to recognise that you must create a number of opportunities to sell to your customers and, through your marketing, be there when they are ready to buy.