Your sales funnel is permeable. By that I mean: Not everyone will make it to the purchase and become a Customer. Some will simple stop talking to you. They’ll get your newsletter but they’ll never buy. They’ll ask for information but they’ll never call. They shop but they’ll never actually transact.
So what do you do with these people?
It’s tempting to ignore them and to instead focus on the people who are moving rapidly through your sales funnel. When things are going gangbusters, that is sometimes all you can do!
But these fallout people don’t have to actually fall out of your sales funnel. There are ways to make money from them.
HERE’S WHAT TO DO
If you’ve looked at the buyer profiles of the people in your target market who are most likely to become customers, do a similar review at these “fallout” people. Group them together and try to figure out what is common among them.
- If the common point among these fallout people is an objection, address the objections.
- If the common point among these fallout people is your product’s price or perceived value, offer them a smaller, lower-priced version of your offering to match their needs.
- If the common point among these fallout people is that they simple aren’t interested in doing business with you, direct them to your competitor via an affiliate link and your best wishes for their success.
- If the common point among these fallout people is that your product or service won’t meet their needs, create a similar product or service just for them (if there are enough of them to make it worthwhile, of course).
There are things you can do, too, but ultimately the point is that you want to try to stir the pot a little bit and see what happens. Offer them various incentives for moving forward or moving on. They have become complacent at seeing the same marketing messages over and over. See if you can’t help them get moving by changing the story a little and showing them something different.