The exact moment your sales process lets hot leads go cold, that affects your repeat sales, referrals, and retention rates.
Reading or listening time: 6 minutes
Here’s what we’re discussing in this episode:
- just because it worked before doesn’t mean it’s working now. Ads are more expensive and buyers are more savvy.
- warming up leads with your marketing and sales pages
- what happens after the sale that turns a warm lead into a blazing hot lead or an ice cold lead
- how to identify if your sales funnel is bringing buyers closer or chasing them away
Listen:
Or read:
After a decade of being inside hundreds of different businesses in different industries, I’ve noticed there’s one single moment that makes or breaks whether your hottest leads become PASSIONATE about your brand OR become someone else’s customer.
And in the next 6 minutes, I’m going to show you exactly where that moment happens, why it happens and how to use that moment to bring your leads closer instead of chasing them into the arms of your competition.
(This episode goes 1 minute over our usual promise of 5 minutes or less, but it’s such a huge topic that it’ll be worth it!)
Some of you are about to see this moment in your own sales funnels and think:
“That’s just the way it’s done. Everybody does it that way. It isn’t hurting anything.”
And sure, clients and customers have been tolerating it since 2005 when online sales were quick and easy. When ads cost almost nothing, the industry wasn’t saturated, and buyer’s trust wasn’t at an all time low.
Your tried-and-true funnels might’ve had this “chasing people away” moment for years, but if you’re seeing a dip this year, then you know something’s changed.
What worked before is now making it harder to maintain repeat sales, retention rates, and referrals as high as they used to be.
Because now, buyers are more discerning. They want more for their money. And they’re deciding who to buy from and who to recommend based on how they’re treated after the sale.
So, if you want your clients and customers to feel like valued human beings, not just an ATM machine to fill your bank account ~ drop an emoji in the comments below. Let me see who the ethical business owners are!
And then, let’s look at the make or break moment together.
In all the marketing content you create, especially on the sales page, you present emotional and logical cases for why your offers are a smart choice and who’d get the best results from using your product or service.
By the time a customer (or client) enters their payment information and hits the button to complete their purchase, you’d expect them to be 100% sold on their decision to buy.
But they’re not.
They’re taking a chance on your offer and waiting to see if it pans out.
Some are cringing and holding their breath while that little wheel spins, waiting for their payment to be approved, and waiting for your Thank You/Order Confirmation Page to load.
In that fraction of a second, every doubt and insecurity they’ve ever had is running through their brain and causing their heart to race.
Ba-bump… 💓
Will this really work? 🤔
Wait, did it really say it helped with this specific part of my problem, or did I imagine that? 😬
Maybe I should’ve spent more time researching it. 🫠
Ba-bump… 💓
In the space of 2 heartbeats, every bad experience they’ve ever had with another brand is flooding their veins with adrenaline and cortisol!
Ugh, I already have so many things like this that I haven’t finished. This one will probably be like the rest. 🤦♀️
What if I don’t make this money back and I don’t solve my problem? 🙎♀️
I’ve tried so many other things that didn’t work, what if this isn’t any different? 🙅♀️
Maybe I’m an idiot for falling for someone’s marketing again… 🤷♀️
By the time your Thank you page finally loads, your customer might be close to having a panic attack!
Some are already on the verge of asking for a refund. (They’ll wait til the last minute to put the request in, but they’re deciding on it right here and now.)
Others are convincing themselves that this purchase won’t deliver the results it promised on the sales page.
Only a few of your customers are actually dancing in their chairs with excitement.
You can feel the stress in your body right now, right?
Because you’ve been there. You know what it’s like to question your own purchase decisions.
How your customers feel about buying from you in those milliseconds it takes for their payment to process is rarely logical.
It’s very emotional.
And it has almost nothing to do with how you’ve treated them up until this point.
We know it’s wildly personal but we can’t just leave it up to chance because it affects your business’ impact and income!
How To Let A Hot Lead Go Cold In 60 Seconds Or Less
So when that page loads and they get their first taste of what it’s like to be your paying customer or client…
Will it ~
Womp womp… chase them away? 🏃♂️➡️
Or
Woohoo!! bring them closer? 😍
This is the moment that even your hottest leads can go ice cold.
It all depends on what happens next.
How To Identify If Your Post-Sale Experience Is Chasing Leads Away Or Bringing Them Closer
Does your page say something like: “You’re in! Check your inbox for details!”
Or: “Click here to join the Facebook Group…”
OR ~ does it actually start delivering on the promises that your sales page made?
Does it keep the energy going that your sales page created? 💖
Or does it all fizzle once you’ve gotten their money? ⛈️
Imagine the sense of relief your buyers will have when they get to this page and it immediately delivers a small part of the results they were hoping for.
Even the smallest win right now would have your customers falling in love with your brand.
Their trust in your brand will skyrocket and they’ll get excited every time they see any kind of notification from your business.
Imagine your customers looking forward to buying from you again because they love the way it feels to get to the other side. 🎊
This page is PRIME REAL ESTATE and I’m just blown away by how many brands waste this opportunity to turn buyers into die hard fans!
Why on earth would you take their money and then chase them away to their inbox or Facebook or anywhere else there might be messages from your competitors?
Why let them feel letdown right after they gave you money?
This is your world beyond the paywall. They literally paid to see this page.
Do you really want to chase them off of it right away?
Or do you want to build an experience that feels worthy of reaching the other side of the paywall?
This is the moment they decide if they enjoy buying from you. This is the moment they decide if their friends and peers would enjoy buying from you.
And, this is the moment they either become brand champions or someone else’s customer.
How will you use it?
Action Steps
For a deeper discussion of this same topic, pop over to our blog post:
Is Your Sales Funnel Breaking Your Customers’ Trust After The Sale?
If you want us to craft your page right away and have it ready for Black Friday and the holiday sales season, comment “DFY” below or Contact Us to chat about it.
If you want to spend 5 minutes per week learning just enough about CX & CRM to boost your profit margins, subscribe to our YouTube channel or join our email list so you don’t miss an episode:
What’s Next
In the next episode, we’re going to look at different types of post-sale pages for different types of businesses (courses, coaches, physical products, and more) and how to turn your “chase them away” page into an experience that boosts retention rates, referrals, and repeat sales.
