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Pillar 5 Lead Conversion And How To Increase The Number Of Orders You Receive

Pillar 5 Lead Conversion And How To Increase The Number Of Orders You Receive

This is a big category. Here are links to the other pages – page 23 – 4 – 5

Many years ago I interviewed Mitch Axelrod.

You may not know Mitch but he’s the guru behind probably my favourite sales system.

Don’t take my word for his brilliance, what about these for testimonials from two giants of business training.

Mitch trained the Jay Abraham proteges in how to sell consultancy services and Jay said this “Mitch conducted three of the most heavily attended and lauditorily reviewed tele-conference calls we ever sponsored, with 200 marketing consultants in one day.  His seminar is two of the most illuminating and expansive days you will ever spend.  If you want to increase sales, call Mitch. He can turn anyone into a sales Green Beret.

Brian Tracy also raves about Mitch. “My good friend Mitch Axelrod is one of the foremost authorities in sales and marketing in the United States today. Mitch has trained more than 100,000 men and women on peak performance selling skills. His technique, his method and his process are responsible for boosting more people into the ranks of the top 10% than any other trainer alive today.

I did the interview to create a bonus for a new membership website I was creating called Your Profit Club. Unfortunately the project was overwhelmed by my health problems and the website was hacked.

I’ve decided to share the interviews I did with some very well known people, back in the days when I was connected.

The title of my interview with Mitch is

Sales For Reluctant Sales People

I feel many business owners fall into that category. They don’t see themselves as sales people yet their lives depend on them being able to sell their products, services and ideas.

Right click and “save as” to download

in 5 – Lead Conversion

How To Understand Visitors To Your Website

I want to talk about Crazy Egg.

Imagine a good headline creating curiosity like this one.

Find Out Where You Website Succeeds And Where It Fails To Engage Visitors And They Stop Paying Attention.

Your visitors are happy to carry on reading providing the headline fulfils the promise of the click that got them here.

Now imagine a boring photo without a caption explaining what it is. I’m going to leave some space for it.

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Still here?

Now how about some words that are really hard to read. This can happen because there isn’t enough contrast between the letters and the background or because it’s reverse print light letters on dark background rather than dark letters on a pale background) or because the letters are too small for your average reader.

As you can imagine that paragraph above is likely to cause problems. If you want to know what the last paragraph says, you can highlight it with your cursor but how many readers are going to do that.

Alternatively, you can read it below printed with proper contrast.

Now how about some words that are really hard to read. This can happen because there isn’t enough contrast between the letters and the background or because it’s reverse print (light letters on dark background rather than dark letters on a pale background) or because the letters are too small for your average reader.

Now imagine another boring photograph without a caption explaining it. Again space allowed for it.

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Given up yet?

None of these common mistakes are intentional but it’s often done in the name of “attractive design”.

The trouble is it kills the marketing effect of your website. Nobody is visiting to see if you have a pretty website, they are coming to see if you can solve their problem better or with better value than your competitors.

The answer is to use tracking software like Crazy Egg.

This lets you see what your visitors are doing and where they give up.

I’m going to be adding some screenshots to this page but, at the moment, I want to get some data into Crazy Egg.

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in 4 – Lead Generation, 5 – Lead Conversion, Internet Marketing

Magnetic Marketing by Dan Kennedy – 5 Stars

The full title of this book by Dan Kennedy is

Magnetic Marketing: How To Attract A Flood Of New Customers That Pay, Stay, and Refer

In my review posted on Amazon.co.uk, I gave the book a Five Stars rating. This means it is Excellent and Very Highly Recommended.

Here is my book review.

Another tasty morsel from a master of direct marketing

Magnetic Marketing is the name of the author’s most famous premium priced course and it’s the one that has helped make his excellent reputation.

Kennedy didn’t invent direct response marketing – its origins go back at least as far as the late 19th century – but he’s done a great job of bringing it to the attention of business owners and entrepreneurs along with others including Jay Abraham. I’ve always felt Kennedy was stronger on the initial aspect of attracting new customers while Abraham was better at expanding the backend, that is the ongoing business with the customers. Books by both deserve a place on the bookshelf of a well read business owner. [continue reading…]

in 4 – Lead Generation, 5 – Lead Conversion, 6 – Revenue Regeneration, Best Business Books

The Propensity To Buy Matrix

The Propensity To Buy Matrix contrasts the uniqueness of your product with the customer’s knowledge of your business to create four sectors with different propensities to buy.

I read about it in the book, Marketing by Matrix by Malcolm McDonald and John Leppard and wanted to share it with you.

What Is The Propensity To Buy Matrix?

This is presented as a two by two matrix, effectively forcing High/Low choices but I don’t see why it can’t be used in a three by three matrix with High, Medium and Low options. [continue reading…]

in 4 – Lead Generation, 5 – Lead Conversion

I am a prolific reader and reviewer of business books on Amazon.co.uk and I get really irritated when the reviews get overwhelmed with fake stuff.

How can you tell?

Well there is the nature of the review for one but, it is even more reliable to go and have a look at what else the reviewer has reviewed.

You can find plenty of occasions where the reviewer has reviewed six books, all been given five stars and a rave review and they are all by the same author.

Unfortunately it takes time to click on everyone.

An easier way is to use Fakespot.com which will do the analysis for you. [continue reading…]

in 5 – Lead Conversion, Best Business Books, Other Business Books

The full title of this book by Susan Weinschenk is

How to Get People to Do Stuff: Master the art and science of persuasion and motivation.”

In my review at Amazon.co.uk, I gave it a FIVE star review rating, meaning that I consider this book to be excellent.

Here is what I posted.

Well put together

The book is based around seven drives or factors that determine behaviour and, if you know how to, you can use these factors to change the behaviour of others. [continue reading…]

in 5 – Lead Conversion, Best Business Books, Copywriting

I have a bit of a blind-spot about social media. I was an early adopter back in around 2008 as I did a course with the now defunct StomperNet, one of the most notorious Internet marketing companies.

Then I watched it become the “new big thing” in the mainstream and I watched plenty of social media experts suddenly burst into prominence. I thought it was very time consuming.

Here is a video produced by Sandler Training Worldwide. [continue reading…]

in 4 – Lead Generation, 5 – Lead Conversion

What Is Causing Your Sales Problem?

If your business is finding it tough to win enough sales volume to give you the profit level you want, you may be trying to solve it the wrong way.

To get the best improvement in results, you need to tackle the right problem in the most effective way. Sometimes, business owners can make faulty diagnoses of the underlying issue and this happens particularly when the business owner is under too much pressure.

If you don’t focus your time and attention on the key constraint or bottleneck, you’re likely to get disappointing results. (see The Theory Of Constraints For Small Businesses)

This diagnose the problem to prescribe the right solution is a similar process to your doctor uses to make sure that his prescribed treatment is tackling the most likely cause. For example, there are many different reasons for a patient having a headache – from eye strain to general tension to too much alcohol… all the way through in severity to a brain tumour or a fractured skull.

Sales being too low is a symptom but, without looking in detail, it’s not clear what the underlying problem is and therefore it’s not clear

What Causes A Business To Have A Sales Problem?

[continue reading…]

in 4 – Lead Generation, 5 – Lead Conversion, 6 – Revenue Regeneration, Business Problems And Mistakes

As marketers I think it’s vital that we understand the buying decisions of our prospective clients and customers. I’ve used the idea of the Buy / Don’t Buy Scales in my coaching to help understand what tips the balance towards or away from a purchase.

Imagine an old fashioned set of weighing scales where you weigh one item against the other, and the heavier side tips down.

That’s what I think goes on in the mind of a buyer and a recent book, Why People (Don’t) Buy: The Go and Stop Signals by A. Chakravarti and M. Thomas (available from Amazon.com or Amazon.co.uk) has helped to clarify and extend my own model.

The Buy / Don’t Buy Scales

Have you noticed how some buying decisions you make are so obvious that they need little thought, how other possible deals just scream out “No” and some leave you conflicted and unsure. You want but you’re nervous and the more you think about it, the less clarity you get in your mind.

This is the Buy / Don’t Buy Scales at work in your own mind as you consciously and unconsciously weigh the factors that are in favour of buying and the factors against buying.

The presence of that feeling of uncertainty sometimes shows that there’s some resistance in the scales. Buying is not a case of knowing which side is heavier but feeling that the buying side is significantly heavier. [continue reading…]

in 5 – Lead Conversion

The full title of this book by Lawrence Steinmetz and William Brooks is

How to Sell at Margins Higher Than Your Competitors: Winning Every Sale at Full Price, Rate, or Fee“.

In my review at Amazon.co.uk, I gave the book a rating of FIVE stars. This means I think it is excellent.

Here is my book review.

Packed with great tips and advice on how to withstand pricing pressure from buyers

The content in this book is fantastic for anyone in business who comes under pricing pressure, either directly from customers or from sales people who have limited selling skills beyond offering discounts.

I tell my coaching clients that price is where your strategy hits the road and is truly tested. To increase sales, you need to offer better value than competitors but it’s so much nicer when those customers believe your product or service is worth more. [continue reading…]

in 5 – Lead Conversion, Best Business Books