As business owners, we often wonder why we’re not able to sell more of our products or services to clients. While it might be easy to point to the shifting economy, the interest of buyers, etc., sometimes it simply boils down to overlooking the fundamentals of your own business.
Even after referring potential clients to your business, there is still a chance that a client is not interested in your offer because they don’t know what it is.
People can’t buy what they don’t know about. The service that your business is offering must be clear and obvious to the client. The offer has to be attractive to earn a customer’s business and to prevent them from looking elsewhere. You must give them a reason to choose your product rather than someone else’s.
To illustrate what an interaction with a potential client might look like, consider the following hypothetical conversation:
Potential client: I love the freedom of having my own business but it’s so hard to find and connect with potential clients. That’s where I’m at right now, trying to figure that out.
Business owner: Funny, that’s exactly the kind of thing I help my clients with. If you’d like to know more, feel free to check out the “Work with Me” page on my website and, if it seems like a fit, we can schedule a time to chat.
Another interaction with a client might look something like this:
Potential Client: Tell me more about what you do.
Business owner: I help small business owners connect with more of their ideal clients in a non-intrusive way.
Potential Client: I can relate to that; selling isn’t really my thing. How does it work?
Business owner: I work one-on-one with clients and have an online course about this topic. You can find all the details on my website on my “Services” page. If you have any questions about anything, just let me know. And if something looks interesting to you, we can set up a time to discuss further.
There are three essential things to keep in mind when creating your offers. And the best news about this? It won’t cost you a thing to put these practices into action!
Potential clients will hesitate if they don’t know the cost of something. Perhaps, you haven’t included a price on a product yet, but it would be wise to do such a thing. This way, customers can assess whether they think your service is affordable and a worthy investment.
"An investment in knowledge pays the best interest." ~ Benjamin Franklin
Okay, so maybe you do have the price listed clearly. However, it still might not be clear to the client what the step is (AKA buying the product) and they might just move on without buying.
Create one page on your website with a list of all your offers. For each offer listed, you can include links that lead to subpages with additional information.
Your offer page can have a title like:
Once the page is set up, you can direct potential clients or interested parties to it so that they can learn more about your work. You also shouldn’t be shy about sharing your offers with other people - it’s good for business!
The key to setting a price effectively is to be transparent about it. It is important that the cost of your services is obvious for the potential buyer. With a clear price, they can quickly assess whether your product is a worthwhile investment for them. If you do custom work with flexible pricing, you can also include a price range instead of one fixed price.
With my own coaching packages, I have a product description followed by the price of it directly below. Also, be sure to indicate if the pricing includes taxes. If you have clients outside of your country, you can also add a link to a currency converter.
A sample price description:
One-on-One Mentoring session: 700 euros (BTW exclusive). Convert this to your currency using this Currency Converter.
The most important element of attracting a client to buy your product is to put a clear “Buy” button after each offer. If you want to talk with potential clients first before they buy, have a clear call-to-action indicating how they can reach you. You can include your email address, phone number, or even a link to a scheduling service to set up a meeting.
Your offers should have a clear description, prices, and most importantly, a way to buy them. Maybe you have only one of these things now - that’s great!
But put them all together and you will absolutely increase the chances that people will buy from you. And if you already have all three parts in place, then you can find ways to improve. Having this complete will also make it easier for people to give you referrals.
Having a call-to-action button on your site gives potential clients the option to reach out and connect with you.
Your call-to-action button may read something like this:
Transparency and simplicity rule in business. Your offers should have a clear description, price, and most importantly, a way to buy them. Maybe you have only had one of these things on your site up until now - that’s great! But put them all together and you will absolutely increase your chances of making sales and gaining valuable clients.
Which of the mentioned strategies will you implement in your business? Write it down in the comments below!